IN PRIME POSITION
There has been an undeniable buzz in the global energy drink market in recent years as more people choose the beverage as their go-to soft drink.
This is particularly the case across West Africa (WA), as the region’s energy drink consumption is expected to grow by 15.4 percent in the next five years, making it one of the fastest-growing drinks.
Taking the industry by storm is PRIME Hydration, the latest thirst-quenching instalment from energy drink frontrunners, PRIME, which is being rolled out across WA.
Thanks to the collaboration with leading market and distribution platform, TradeDepot, and its unrivalled retail network, the flagship product will become a staple of WA fridges.
“We’re really excited about this partnership with PRIME Hydration. Together, we’re bringing a globally recognised product into vibrant and fast-growing markets like Nigeria and Ghana,” introduces Onyekachi Izukanne, CEO and co-Founder of TradeDepot.
“PRIME’s commitment to quality aligns perfectly with our mission of making premium goods accessible to communities everywhere.”
“PRIME’s commitment to quality aligns perfectly with TradeDepot’s mission of making premium goods accessible to communities everywhere”
Onyekachi Izukanne, CEO and co-Founder, TradeDepot
CONNECTING BRANDS TO CONSUMERS
Founded in 2015, TradeDepot is a leading global business-to-business (B2B) e-commerce platform that bridges the gap between major consumer goods brands and retailers worldwide.
“With a mission to connect iconic brands with the next billion consumers, we leverage technology and strategic partnerships to provide access to markets, efficient logistics, and unmatched growth opportunities,” enlightens Izukanne.
Indeed, the company connects international brands to manufacturers, distributors, and retailers across Africa, Europe, North America, Asia Pacific, and the Middle East, making it a critical link in the global consumer goods supply chain.
TradeDepot collaborates with some of the world’s most iconic brands, including Unilever, Nestlé, Coca-Cola, PepsiCo, Akai, and more.
The company ensures that these brands reach new markets efficiently with an expert team of 1,000 people, encompassing both direct employees and an extensive secondary salesforce that supports distribution, retail engagement, and customer service across numerous regions.
This combined workforce enables TradeDepot to drive significant scale and impact in the markets it serves.
“Coupled with our deep understanding of market dynamics – from purchasing behaviours to seasonality trends – we help brands make smarter decisions,” he surmises.
BRIDGING LOCAL AND GLOBAL DEMAND
TradeDepot fastidiously helps brands expand into new areas by addressing the critical components of market entry, including regulatory compliance, demand insights, and efficient distribution.
The company’s platform simplifies bulk e-commerce, procurement, and inventory management, ensuring products reach the most in-demand markets.
“By investing in innovative tools and efficient distribution networks, we ensure that products are accessible wherever there is demand, fostering growth for both businesses and the communities they serve,” highlights Izukanne.
This is fulfilled by providing companies with detailed insights to match the right products with the right markets, including understanding local preferences, competitive landscapes, and regulatory requirements, ensuring brands can navigate market-specific challenges seamlessly.
Such an approach underscores TradeDepot’s commitment to bridging the gap between global supply and local demand, enabling brands to thrive in new and existing markets.
Throughout its portfolio of clients, the company also strives to help smaller businesses excel in the market.
“In markets like Africa, where small retailers dominate commerce, we help brands connect with these retailers efficiently,” he adds.
Thus, by leveraging real-time data and streamlining logistics, TradeDepot makes products accessible in both established and underserved communities, helping brands grow whilst empowering local businesses to thrive.
Meanwhile, the organisation’s cross-border capabilities simplify the complexities of global trading and guarantee seamless product flow and compliance with local regulations for smaller entities.
“Supporting small businesses is at the heart of everything we do. By providing them with credit, access to inventory, and reliable delivery, we empower them to grow, which in turn drives success,” impassions Izukanne.
THE PERFECT MATCH
Evidently, TradeDepot has a long history of delivering results across Africa, having built a reputation for helping brands grow by solving key distribution challenges and connecting them to the informal retail sector.
It is the company’s unparalleled expertise that will help elevate PRIME Hydration’s strong global reputation to the next level and skyrocket the product into the WA drinks market.
Such ambitious goals will be achieved by ensuring constant availability and leveraging market insights to target the right audience, cementing PRIME Hydration as the go-to hydration brand in WA.
“Our commitment to efficiency, coupled with our understanding of local markets, makes us uniquely positioned to help PRIME Hydration succeed in these regions.
“We don’t just distribute products – we create ecosystems that ensure sustainable growth for our partners,” highlights Izukanne.
The partnership between PRIME and TradeDepot perfectly exemplifies the latter’s mission to connect local brands with consumers in a way that drives both accessibility and impact.
Therefore, the collaboration goes beyond simply delivering a product but rather creates opportunities for retailers to access high-demand global brands and empowers them to serve their customers better.
Energised and ready for 2025, TradeDepot’s priorities revolve around expanding its footprint across more geographies and broadening its brand portfolio to meet the evolving needs of customers.
Additionally, the company aims to connect even more markets with high-demand global brands, whilst ensuring seamless access for retailers and distributors through its technology-driven platform.
“For our partnership with PRIME Hydration, 2025 will be a pivotal year as we work to solidify its presence as a leading brand in WA.
“At the same time, we’ll remain committed to exploring new opportunities to expand PRIME Hydration’s presence into additional markets where it can deliver significant value,” Izukanne concludes.
