100plus

100PLUS 2009

100PLUS (stylised as "100PLUS" and often pronounced as "Hundred Plus") is a brand of isotonic sports drink manufactured by Fraser and Neave Limited, a global food and beverage conglomerate headquartered in Singapore. It was created in 1983 and named 100PLUS to commemorate 100 years of Fraser & Neave in Asia. ^[1]

Production

100PLUS is sold in Singapore, Malaysia, Thailand, Indonesia, the Philippines, Brunei, Myanmar, Canada, Papua New Guinea, Maldives, India, Hong Kong, China, Taiwan and South Africa. It is sometimes available for purchase in other parts of the world, such as Australia and the United Kingdom (typically in Asian-speciality stores and/or aisles of large chain supermarkets). In Canada, 100PLUS is sold at all T&T Supermarkets in the province of British Columbia, Alberta and Ontario. The authorised distributor for Canada is Palm Resources Inc.

100PLUS is popular in Malaysia and Singapore. It has been consistently voted the number one isotonic drink brand in Malaysia in various surveys since its introduction in 1983.^[2] In 2011, a non-carbonated version called 100PLUS Edge was introduced in addition to the four existing variations: Original, Tangy Tangerine, Lemon Lime, Berries and Active.

One of its main competitors in Singapore is H-TWO-O, which is manufactured by Yeo Hiap Seng.

Marketing

Boxes of 100plus stacked up in a Giant Hypermarket

The drink's brand ambassador is Lee Chong Wei, an Olympic Silver Medalist in Badminton from Malaysia.^[3] Besides that, the drink is the only drink which is officially endorsed by the National Sports Council of Malaysia.^[4]

Fraser and Neave Holdings Bhd (F&N) has signed a strategic beverage distribution agreement with AirAsia in its bid to grow the 100PLUS brand further by offering the drink for sale onboard flights of the airline.^[5]

References