GE Services & Trading (Global Edge), a key player in business expansion across the GCC and MENA regions, has introduced three new international healthcare brands at Arab Health 2025.
The brands – SRW®, eimele™, and Theronomic™ – are designed to meet the growing demand for natural, effective health solutions in the UAE and the broader Middle East.
These new products align with the UAE’s strategic goals outlined in the “We the UAE 2031 Vision,” which focuses on improving healthcare quality, advancing public health, and creating future-ready healthcare solutions for the region.
A commitment to wellness and healthy living
Global Edge aims to support healthier lifestyles by offering world-class products that promote wellness and longevity. The newly launched brands each focus on different aspects of health:
- SRW® (Science Research Wellness): Specializing in anti-aging solutions, SRW® combines scientific research with natural ingredients to protect, repair, and rejuvenate cells, promoting vitality and longevity.
- eimele™: In response to global nutrition gaps, eimele™ offers plant-based products that provide essential phytonutrients. These products help fill dietary deficiencies, supporting optimal health and a balanced lifestyle.
- Theronomic™ TRIBIOTIC® Gut Shield: A groundbreaking gut health solution that combines prebiotics, probiotics, and postbiotics to support a healthy microbiome. With 30 billion CFU per capsule, this product is designed to enhance digestive health and immune function.
Karim Hwalla, Director at Global Edge, stated: “We are delighted to bring these innovative healthcare brands to the Middle East market. At Global Edge, we have emerged as a driving force and trusted leader in distribution and market entry. We believe that navigating successful market entry hinges on thorough research, a solid strategy, and dependable partnerships – principles that are deeply ingrained in everything we do. By aligning these elements with a practical and transparent approach, we have ensured that the journey of these new brands into the Middle East market was smooth and effective, especially by targeting events like Arab Health 2025.”
“Strategic location and supportive business environment of countries like UAE in the region make it an ideal platform for global brands to expand their reach. With its open market economy, economic stability, and support for private sector entities, the country offers innumerable opportunities for businesses to thrive. Hence, we are proud to support the UAE’s vision to establish a world-class healthcare system,” he added
Meeting the growing demand for wellness
Recent research by McKinsey reveals that more consumers are prioritizing overall wellness, focusing on health, fitness, nutrition, appearance, sleep, and mindfulness. With an increasing number of people expected to spend more on wellness products and services, the timing of these brand launches is perfect.
Global Edge’s launch of SRW®, eimele™, and Theronomic™ reflects this growing interest in health and wellness. These brands are poised to meet the rising demand for natural and effective healthcare products in the Middle East, empowering consumers to make healthier choices for the future.
tanvir@dubainewsweek.com
