The Group

The compnay was established in the early part of the 1970’s as a family run business whose main focus was the development and distribution of brands within the Fast Moving Consumer Goods (FMCG) Industry.

As a vibrant, dynamic and professional group we strove to enhance our distribution techniques, providing solutions to both International and Regional manufacturers interested in promoting their brands and products throughout retail selling outlets in the UAE. Our reputation grew, as a reliable distributor with the capabilities to achieve qualitative and quantitative success in the distribution of FMCG in the region.

Over the years, we refined our distribution model to offer potential partners and brand principles a reach capable of 100% weighted and 95% numeric coverage in channels such as Groceries, Retail, Convenience Stores and HORECA.

In November 1999, Unitra become a Red Bull distribution partner in the UAE. In 2005, the company was recognised as one of the fastest growing Red Bull distribution partners within the MENA region and the 4th largest per capita consumption market for Red Bull internationally,an accolade that truly endorsed our distribution capabilities.

We continued to grow our presence, as a reliable and professional distribution partner with the capabilities to develop brands. This saw new partnership(s) being forged with the likes of San Pellegrino in 2005 and Moussy in early 2006, which in turn accelerated once more our reputation as the preferred partner within the beverage distribution category.

In 2013, we became part of the Kuwait based "Mezzan Holding Company”. Founded in 1999, Mezzan Holding is one of the biggest regional holding groups with interests in FMCG, Oil and Gas, and various industries across the GCC and the Middle East.

Looking towards the future, our vision is to build success on our premium distribution platform for brands that are looking toward long term growth in the UAE. We continue to set benchmarks and best practices on our distribution capabilities with the latest innovations and technologies in the industry.