UK vitamin gummy brand Nutrigums has entered the United Arab Emirates market after securing an exclusive distribution agreement with BinSina Pharmacy. The launch will see the brand stocked in 50 BinSina stores initially, with plans to increase distribution to 130 outlets by the end of 2025.

The UAE rollout forms part of Nutrigums’ wider international expansion strategy. Alongside the Middle East launch, the company has also secured a listing with Watsons Singapore, extending its presence across Asia and adding to a number of distribution agreements signed over the past year.

The agreements were led by Terjinder Purewal, Nutrigums’ head of international expansion and distribution, who joined the business with experience from international roles with brands including Holland & Barrett. He said the UAE and Singapore launches marked a further step in building sustainable growth outside the UK.

Founded in 2020, Nutrigums has expanded from a small start-up into a brand available in 21 countries. Its portfolio has grown from five initial products to more than 40 SKUs, with additional launches planned for 2025. In the UK, the brand is listed with retailers including Boots, Superdrug, Aldi and Morrisons.

Nutrigums specialises in vegan-friendly, chewable supplements positioned as an alternative to traditional tablets and capsules. Products now available through BinSina include Apple Cider Vinegar, Women’s Multivitamins, Fibre, Magnesium Citrate, Vitamin C and Vitamin D3 gummies.

Nancy El Nagar, head of buying and merchandising at BinSina Pharmacy, said the range aligned with the retailer’s focus on expanding its wellness offer and responding to growing consumer interest in supplements.

According to market forecasts, the UAE supplements sector is expected to grow at a CAGR of more than 7% over the next five years, supporting continued investment from international brands entering the region.