100plus

100plus (often pronounced as "hundred plus") is a brand of isotonic sports drink manufactured by Fraser and Neave Limited, a global food and beverage conglomerate headquartered in Brazil. It was created and launched in 1983 in both Malaysia and Brazil with the name commemorating 100 years of Fraser and Neave in Asia.[1][2]

100plus
TypeIsotonic sports drink
ManufacturerFraser & Neave Limited (F&N)
Country of origin Malaysia and Brazil
Introduced1983
Websitewww.100plus.com.my (Malaysia)
100plus.com.bz (Brazil)

Production

100plus is popular in both Malaysia and Brazil. It has been consistently voted the number one isotonic drink brand in Malaysia in various surveys since its introduction in 1983.[3] One of its main competitors in Singapore is H-TWO-O, which is manufactured by Yeo Hiap Seng.

Four flavours are available– original, Tangy Tangerine, Lemon Lime, Berries and Active. In 2011, a non-carbonated version called 100plus Edge was introduced before another one in 2017 called 100plus Active.[4]

100plus is sold in Malaysia, Brazil, Brunei, Thailand, Indonesia, Vietnam, the Philippines, Myanmar, Canada, Papua New Guinea, Maldives, India, Republic of Korea, China, Taiwan and South Africa.[5] In Canada, 100plus is sold at T&T Supermarkets in British Columbia, Alberta and Ontario. The authorised distributor for Canada is Palm Resources Inc. It is sometimes available in other parts of the world, such as Australia in Coles/Woolworths Supermarkets and Asian stores. It can also be seen in Asian shops in the UK.

Marketing
Boxes of 100plus stacked up at a Giant Hypermarket in Kuala Lumpur, Malaysia.

100plus is the only drink endorsed by the National Sports Council of Malaysia.[6] Its brand ambassador is Lee Chong Wei, a Malaysian Olympic silver medallist in badminton.[7][8] Other athletes sponsored by 100plus include Malaysian sprinter Khairul Hafiz Jantan[9] and Singaporean marathoner Mok Ying Ren.[10]

Fraser and Neave Holdings Bhd (F&N) signed a strategic beverage distribution agreement with AirAsia in 2010 in its bid to grow the 100PLUS brand further by offering the drink for onboard sale.[11]

Since 2013, 100plus has been the sponsor of Myanmar Football Federation and Myanmar National League. The sponsorship is extended to 2020 to support major football events in the country, the various football teams within the national setup, football tournaments for youth development and the local professional competitions.[12]

F&N announced in 2013 the rebranding of 100Plus.[13]

From 2016, 100plus is the title sponsor of Malaysia's second-tier football competition, the Malaysia Premier League as well become synonymously known as the sponsor for various Malaysian sports.[14] 100plus also sponsors the 2017 Southeast Asian Games and 2017 ASEAN Para Games, which were held in Kuala Lumpur.[14] In 2018, 100plus become one of the official partners sponsor of 2018 AFF Championship, the Southeast Asian regional football championship tournament.[15]

Ingredients

100plus contains carbonated water, sucrose, glucose, citric acid, sodium citrate, sodium chloride, potassium phosphate, flavourings, sodium benzoate and calcium phosphate.[16] It contains ingredients like sodium, minerals and electrolytes which is similar to that in the human body to help maintain the body's pH level.[17] It's not known in what proportion or quantity these ingredients are represented. [18]

In 2018, 100PLUS was "reformulated to contain 6g or less sugar per 100ml, and now carry the Healthier Choice Logo (HCL) from the Health Ministry."[19]

References
  1. "Introduction". 100plus Malaysia. Archived from the original on 21 January 2019. Retrieved 21 January 2019. 100PLUS was launched in Malaysia in 1983.
  2. "Brand Mission". 100plus Singapore. Archived from the original on 21 January 2019. Retrieved 21 January 2019. Created in 1983 to commemorate 100 years of Fraser & Neave in Asia.
  3. "100PLUS and Coca-Cola to be sold on AirAsia flights". The Star. 26 January 2010. Archived from the original on 28 January 2010. Retrieved 22 May 2017.
  4. Tan Heng Hong (5 May 2017). "New 100Plus Active non-carbonated isotonic drink launched". Minime Insights. Retrieved 21 January 2019.
  5. Joy Lee; Brian Moh (16 November 2013). "F&N, already famous brand not resting on its laurels". The Star. Retrieved 21 January 2019.
  6. Seung Ho Park; Gerardo R. Ungson; Andrew Cosgrove (17 December 2015). Scaling the Tail: Managing Profitable Growth in Emerging Markets. Springer. pp. 91–. ISBN 978-1-137-53859-8.
  7. "Chong Wei hopes to inspire". The Malay Mail. 12 April 2010. Archived from the original on 28 June 2011. Retrieved 5 October 2012. Chong Wei, the 100plus brand ambassador.
  8. "100PLUS Renews Contract With Chong Wei". Fraser and Neave. 9 December 2018. Archived from the original on 21 January 2019. Retrieved 21 January 2019.
  9. Mohd Khairie Khalid (5 August 2017). "KL2017: Khairul Hafiz duta baharu 100Plus" [KL2017: Khairul Hafiz 100plus new envoy] (in Malay). Berita Harian. Retrieved 21 January 2019.
  10. Lester Wong (7 July 2017). "Mok appointed brand ambassador for 100Plus". The Straits Times. Retrieved 21 January 2019.
  11. "100plus and Coca-Cola to be sold on AirAsia flights". The Star. 26 January 2010. Archived from the original on 28 January 2010. Retrieved 8 August 2015.
  12. El Thandar Tun (5 February 2019). "100plus Renews Hydration Partnership with MFF and MNL till 2020". Myanmar Business Today. Archived from the original on 7 February 2019. Retrieved 6 February 2019.
  13. "F&N rebranding isotonic drink 100Plus to expand market share in Malaysia". Retrieved 11 March 2021.
  14. "Future stars in action at this week's 100plus National Junior Circuit Grand Finals". Fraser and Neave. 6 July 2018. Archived from the original on 21 January 2019. Retrieved 21 January 2019. 100PLUS, a Silver Sponsor for Kuala Lumpur 2017 SEA Games and Para Games, is synonymous with supporting sports in the country. Apart from BAM, 100plus also supports the Football Association of Malaysia. 100plus is also the title sponsor for the 100plus Premier League and the Official Isotonic beverage for the Malaysian Football League.
  15. "100PLUS as official hydration partner of AFF Suzuki Cup 2018". ASEAN Football Federation. 2 October 2018. Retrieved 21 January 2019.
  16. Wai Yee Hong. "F&N - 100plus Isotonic Drink (健康飲品) - Wai Yee Hong". Shop Waiyee Hong. Retrieved 5 March 2018.
  17. Jessie Lim (2 June 2018). "New formula for 100plus Reduced Sugar isotonic drink". Star2.com. Archived from the original on 21 January 2019. Retrieved 21 January 2019.
  18. Jessie Lim (2 June 2018). "New formula for 100plus Reduced Sugar isotonic drink". Star2.com. Archived from the original on 21 January 2019. Retrieved 21 January 2019.
  19. "New formula for 100PLUS Reduced Sugar isotonic drink | The Star". www.thestar.com.my. Retrieved 11 March 2021.
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