The owner of Typhoo Tea and SlimFast has secured a lucrative licensing contract to create and distribute the Thai brand’s energy and isotonic beverages in the United Kingdom.
Known to British consumers for sponsoring the English Football League Cup since 2017, this beverage company aims to enhance its local presence by leveraging Supreme’s manufacturing and distribution strengths.
Sandy Chadha, the CEO of Supreme, noted that this agreement represents a pivotal move in the brand’s growth strategy and expansion efforts.
Carabao’s activities in the UK will now integrate into Supreme PLC’s Drinks & Wellness division, which features an array of well-known brands, including Typhoo Tea, SlimFast, and Perfectly Clear flavored water.
Established in 2002, Carabao has built a formidable position in the UK beverage sector, with products available at numerous major retailers like Morrisons, Asda, and Sainsbury’s—entities with which Supreme will now directly engage.
“Carabao is a fantastic brand with strong heritage, high consumer awareness and a clear identity in the energy drinks category,” remarked Chadha.
“This partnership aligns well with Supreme’s core competencies. Our manufacturing prowess, innovative capabilities, and distribution network enable us to enhance Carabao’s current market presence and foster additional growth in the UK.”
He further stated, “We see a real opportunity to expand the brand’s reach, develop new products and ensure that more consumers can find Carabao on shelves across the country.”
Production of Carabao drinks will occur at Supreme’s soft drinks manufacturing facility, with the company also undertaking product innovation and distribution throughout its national retail channels.
Supreme explained that it follows a “vertically integrated model” that encompasses product development, manufacturing, and distribution, catering to tens of thousands of retail locations across the UK.
“As part of our ongoing strategy to strengthen the Carabao brand in the UK, we are pleased to appoint Supreme Imports Limited as our official distribution partner,” stated Romtham Sathientham, managing director of Carabao Group.
“Their strong local expertise and established network make them ideally positioned to support our customers. We remain fully committed to the UK and look forward to this next phase of growth with confidence.”
