Health packed profits
A hybrid, health and nutrition franchise concept from Canada ‘Liquid Nutrition’ is set for a worldwide growth. In an interview, Glenn Young, President and CEO, Liquid Nutrition shares brand’s growth plans in Middle East.
Namita Bhagat (NB): Brief us on the concept of ‘Liquid Nutrition'?
Glenn Young (GY): Founded in 2005 Montreal, Quebec, Canada - Liquid Nutrition is a lifestyle brand with an established reputation for offering premium quality and distinctive functional beverages and nutraceuticals (vitamins and supplements). It is a hybrid, health and nutrition franchise concept which combines a health food bar and a health supplement retailer. The company has identified 35 lifestyle markets in Canada and the US along with 10 other international territories. The mission of the brand is to enlighten and educate its community that eating and living healthy is fun, easy, quick and delicious.
NB: How does the brand position itself in the market?
GY: We are all faced with the challenge of fitting a well-balanced diet into hectic schedules which routinely results in unhealthy snack and meal choices. With a dedication to personal wellness, Liquid Nutrition provides its customers with outstanding service and premium quality products, of which the positive health benefits are genuine and authentic.
NB: Kindly share the current presence of the brand?
GY: Currently, the brand has a presence in; Montreal, Ottawa, Quebec City, Toronto, Kingston, Oakville, Vancouver , Los Angeles, Miami, New York City, Abu Dhabi
NB: The brand has entered into MENA? What is the nature of the partnership?
GY: We are fortunate to find the right partners to promote our brand across Middle East and North Africa. Our Middle East partners belong to the Royal family in Abu Dhabi. The agreement entails licensing vs. franchising - the partners have the right to own corp. and/or franchise the concept.
NB: What is the potential of the Middle East market for the brand?
GY: The company is looking at a minimum of 100 stores in the region.
NB: What are the brand’s expansion plans in the region?
GY: The first Liquid Nutrition store will open in Abu Dhabi in 2012. We have aggressive plans for the brand’s development over the next 60 months.
NB: What area and/or capital are required to be brand’s partner in the region?
GY: We typically offer market hubs i.e. minimum of 10 stores. Approximate capital required is USD 1.5M to build out the hub.
NB: What are the company’s franchisee selection criteria? Do you offer training to them?
GY: We prefer partnerships with successful business people who have a passion for a healthy lifestyle. Yes, we do provide training (NA and local).
NB: What are the growth hurdles for the brand in the Middle East?
GY: It is challenging to find an appropriate location for opening stores in the region. Yes, we are expecting to overcome these.
NB: What are the brand’s further international growth plans?
GY: Over the next five years, the brands’ goal is to build Liquid Nutrition into a globally recognised brand name that defines health and nutrition. The company is focused on executing its business plan by populating the top 35 markets in Canada and the US. The stores will enable to build lifestyle relationships with new business partners and customers. Concurrently, the company is committed to developing own Liquid Nutrition brand of product, with the goal of complementing in-store experience with specialty/mass retail. The brand is looking at other emerging markets such as Asia, South Asia (SA) including India.
