Epigamia, the flagship brand of Drums Food International, announced its entry into the United Arab Emirates with the launch of its Turbo 25g Protein Milkshakes, now available exclusively on Noon, the region’s leading online marketplace. This launch marks Epigamia’s first international expansion into the Middle East, executed in collaboration with Modist Global, the company’s global expansion partner for the region.
Strategic considerations for UAE market entry
The UAE represents a rapidly growing market for protein-rich functional beverages, with a young, diverse, and health-conscious population. With strong consumer demand for convenient, high-protein formats, the region presents an ideal first step in Epigamia’s global expansion strategy.
This move aligns with Epigamia’s strategy to export modern dairy innovation to global markets where consumers value high-quality, functional, great-tasting products.
By leveraging Modist Global’s network, Epigamia is launching on Noon and Noon Minutes (Q-comm) initially. Post Noon exclusivity, Modist Global will help Epigamia launch on other marketplaces like Amazon.ae, Careem, and Talabat, allowing Epigamia to connect with global consumers on platforms built on reach, convenience, and customer trust, making it an ideal first launch partner
Epigamia’s Turbo Protein Milkshakes deliver a powerful 25g of protein per bottle, with:
- 0 added sugar
- 0 fat
- 0 preservatives
- Convenient on-the-go format
- Best-in class protein-to-calorie ratio
The UAE launch includes four flavours: Chocolate, Coffee, Vanilla Caramel, and Cookie & Cream, selected based on strong performance in India and broad international appeal.
The product is designed to support everyday clean snacking, post-workout recovery, and mid-day energy, making it highly relevant for the UAE’s dynamic, active consumers.
Ankur Goel, Co-Founder & COO, Epigamia, said, “Entering the UAE marks an important milestone for us as we take Epigamia beyond India’s borders. The Middle East is a vibrant, diverse market that deeply values quality, health, and taste, all pillars we have built Epigamia on. Launching Turbo on Noon allows us to introduce our protein-first platform to consumers who lead active, modern lifestyles, and we’re excited to partner with Modist Global & Noon in bringing this vision to life.”
Nikhil Agarwal, Co-founder & CEO, Modist Global, said, “The UAE is a fast-moving retail market that rewards operational precision. Our role was to ensure Epigamia could enter with confidence, from regulatory approvals, connecting with the right sales channels to last-mile cold-chain delivery. We look forward to building a strong and sustainable footprint for the brand across the Middle East.”
