iPRO are delighted to announce the launch of their healthy hydration drinks into Booths supermarkets.

The Booths brand began by retailing wine and liquor - a tradition in which the business has excelled for many years. It was crowned Supermarket of the Year at the Decanter Retailer Awards 2020, beating Waitrose, Marks & Spencer, the Co-op, and Aldi to the title. Up until now, Booths has been kept a Northern secret with 28 stores across the North of England. However, the award-winning grocer is steadily expanding with a recently signed deal to supply fresh produce to AmazonFresh London stores.

Andy McDermott, Lead Buyer at Booths – Core Grocery, commented on the announcement:

“We are excited to announce the launch of iPRO’s new range of hydrating drinks in our stores. The products contain low levels of sugar and are caffeine-free which gives them a real point of difference for customers. With a number of parkrun locations nearby our stores, it is a perfect brand fit for Booths to be offering healthy options for both children and adults to consume!”

The launch follows an acclaimed six-year global partnership announcement with parkrun, which will see the brand's flagship wellness range enriched with electrolytes, vitamins and minerals hit Booth’s fridges in Berry Mix and Orange & Pineapple flavours. iPRO’s specially formulated school-compliant Student Edition range with no added sugar or artificial additives will also be stocked in Mango and Sour Cherry flavours.

iPRO's Head of Out of Home, Razina Moosa, commented:

“It is an honour to work with such a prestigious company that was founded over 100 years ago. They have excellent ethics as a well-established business that has continued to remain family-run. One of those is to actively give back to the community, which perfectly aligns with our community-centred parkrun partnership.”