Ipro targets convenience sector with wellness partnership

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Wellness drinks range Ipro has kicked off a six-year partnership with community fitness group Parkrun.

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The move underpins Ipro’s plans to target the convenience channel; the brand is already stocked in Spar and some forecourts, but it is now targeting independent retailers and convenience stores, alongside more forecourts foodservice, cost-sector catering, wholesale and cash & carries, and major supermarkets nationwide.

Sophie Christy, global commercial director at Ipro, said: “We are delighted to partner with Parkrun across our shared goal to support people’s health and wellbeing through healthy lifestyles.

“We will be supporting Parkrun in their mission to create a positive, welcoming, and inclusive experience where people can get active/outdoors and feel part of their local community while improving their fitness.

“We have spent many years perfecting a drinks range that is now widely recognised as the most loved hydration drink among discerning consumers.

“Hydration is not just for sportspeople. It is incredibly important for everyone to stay hydrated, whether they are dog walkers, casual joggers, weekend warriors or joining local runs just for friendship and fresh air.

“We will be working with parkrun to encourage Parkrunners to capture and share their #parkrunMoment.”

The Ipro brand consist of three ranges – Ipro Sport, Ipro Hydrate Edition and Ipro Student Edition.

The Ipro Hydrate and Ipro Sport Edition ranges are available in Berry Mix, Orange & Pineapple, Citrus Blend, and Mango flavours, while the Ipro Student Edition range is school compliant and is available in Berry, Sour Cherry, and Mango flavours.