News DeskDubai, UAE – Dubai’s thriving wellness and premium consumer market has attracted another international player, with Ireland’s Velo Coffee Roasters launching its innovative Coffee + Protein blend in the UAE. Now available on Kibsons, Dubai’s leading online grocery platform, the product combines 12 grams of protein with Arabica coffee, catering to the city’s fitness enthusiasts, entrepreneurs, and health-focused professionals.
The UAE’s functional beverage sector, projected to grow at 8.57% annually through 2030, aligns with Dubai’s $700 million fitness industry—poised to exceed $1 billion soon. Velo’s entry taps into rising demand for dual-purpose products that merge nutrition with convenience. “Dubai values quality and performance, core to our brand,” said Rob Horgan, Velo’s founder. “Consumers here seek more than just taste—they want functionality.”
Product Highlights
Each serving of Coffee + Protein contains ProTherma® whey protein from Ireland’s Glanbia Nutritionals, 49 calories, and no added sugars. Priced at AED 49.50 for a five-serving pack, it’s designed for quick preparation using a French Press or Aeropress, appealing to post-workout recovery or productivity boosts.
Strengthening Irish-UAE Ties
Velo joins over 60 Irish businesses operating in the UAE, bolstering bilateral trade exceeding €2.25 billion annually. Irish food and beverage exports to the UAE hit $698.73 million in 2023, with the region serving as a strategic hub for European brands eyeing Middle Eastern expansion.
Global Functional Beverage Boom
The global functional drink market, set to reach $295.71 billion by 2030, underscores shifting preferences toward clean-label alternatives. Velo’s protein coffee positions itself against sugary energy drinks, capitalizing on Dubai’s appetite for premium innovations.
Future Expansion
Dubai marks Velo’s first step into the Middle East, with plans to explore retail partnerships and broader distribution. “This is just the beginning,” Horgan added, highlighting ambitions to become a regional leader in functional coffee.
As Dubai cements its status as a testing ground for wellness trends, Velo’s launch signals growing opportunities for brands blending nutrition with everyday indulgence.
