Industry News & Insights

25 Oct 2024

Inside FRÍO: Pioneering a New Era of Healthy Hydration

Inside FRÍO: Pioneering a New Era of Healthy Hydration

Rashed Al Mulla founded FRÍO Sparkling Water to address growing concerns around health and sustainability in the beverage market. His journey began with a simple question: What am I really consuming? This question came about when he encountered the wave of zero-calorie drinks flooding the market. At first, he enjoyed their sweet taste, but curiosity turned to scepticism as he examined the ingredient lists. “I found many additives difficult to understand,” he says. This worry motivated him to take a deeper look at exactly what goes into our everyday drinks.

Rashed’s research uncovered alarming truths about the beverage industry. He discovered that many artificial ingredients serve to foster addiction rather than promote health. Furthermore, some additives have been linked to serious health risks, including cancer. These findings ignited a determination in Rashed to create a beverage brand that stands for transparency and health. FRÍO was born from a vision of providing a refreshing alternative to conventional drinks, one that prioritises healthy hydration without hidden dangers. In an exclusive interview, we speak to Rashed who shares insights on his journey, the production process, and the future of sustainable beverages in the region.

The Commitment to Quality

At FRÍO, quality is not just a promise; it’s a commitment embedded in every step of the production process. The brand employs a rigorous five-stage filtration system to ensure the water's purity before any minerals or flavours are added. This method not only guarantees safety but also enhances the natural taste of the water. Rashed emphasises the importance of this approach: “We want our customers to enjoy their drinks without worrying about what’s inside.”

FRÍO also champions local manufacturing, aligning its operations with the UAE’s broader goals. The UAE aims to achieve food and water security by 2051, and FRÍO is dedicated to supporting this vision. By working with local suppliers, Rashed is enhancing domestic productivity while ensuring that FRÍO's sourcing practices align with sustainable standards. Regular audits of suppliers verify their adherence to these practices and compliance with regulations.

The brand is exploring partnerships with the government to secure more sustainable water sources, including discussions about tapping into natural resources for bottling. Additionally, he is looking at opportunities in neighbouring countries to establish exclusive agreements for sourcing water. These efforts reflect FRÍO’s commitment to sustainable practices and responsible sourcing.

Sustainable Packaging Choices

One of the most significant decisions Rashed made was to use aluminium cans instead of plastic bottles. This choice stems from a commitment to reducing plastic waste, a pressing environmental concern. Aluminium boasts a recycling rate of approximately 75%, significantly higher than that of plastic. By choosing aluminium, FRÍO minimises waste and promotes a circular economy. Rashed points out, “Every can we produce can be recycled, reducing the burden on our environment.”

Aluminium cans also offer safety advantages. Unlike some plastic containers, aluminium does not leach harmful substances into beverages. This aligns with FRÍO’s mission to provide a product that consumers can trust.

Looking Ahead

As FRÍO grows, Rashed remains focused on the core mission: to promote healthy hydration while advocating for transparency in the beverage industry. He envisions a future where consumers have access to products free from harmful additives. “I want people to feel confident in their choices,” he states.

This commitment to consumer empowerment is essential in today’s market, where awareness of health risks associated with artificial ingredients is rising. FRÍO’s dedication to quality, sustainability, and transparency positions the brand as a leader in this evolving landscape.

FRÍO’s influence extends beyond product development. Rashed actively engages with the industry to promote sustainable practices and address the challenges facing F&B production. He will speak at the upcoming Gulfood Manufacturing’s FoodTech Summit, “This summit is a platform for stakeholders to connect, learn, and drive change together.” By participating in discussions and sharing knowledge, FRÍO aims to influence the direction of the industry toward healthier and more sustainable practices.


 

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