Grenade® expects UAE sales to total £5 million over the next five years

Grenade tank in Central London

Online sales for Grenade® are up 294%, as the company experiences its best year of e-commerce sales to date, having already surpassed 2019 sales.

The Solihull-based sports nutrition start-up has also fulfilled a £150,000 order in the UAE working with the Department for International Trade (DIT).

Founded in 2009, the business has seen a steady growth in sales to the UAE since it first entered the market last year. It is now forecasting £5 million worth of sales to the region over the next 5 years.

Toufic Safi, UAE General Manager at Grenade®, comments: “Having established a strong presence there, it was extremely important to us that we continued to quickly and safely service our customers throughout the pandemic.

Overseas sales account for 20% of our annual turnover and we are hoping to see that figure continue to rise as we break into the Australian market.” 

With the global healthy snack market valued at £25.4bn and consumers actively looking for nutritious snacks, Grenade® is experiencing double-digit year-on-year growth.

Already exporting to over 100 countries, Grenade® is preparing to enter Australia after securing a deal with supermarket giant, Woolworths and is set to launch across Germany, Belgium, Switzerland and Scandinavia in the coming months.

In ongoing negotiations with Australia, DIT aims to strike a comprehensive free trade deal that makes it easier for SMEs, such as Grenade®, to trade with Australia.