Exhibiting at Thaifex - Anuga Asia 2025

Sgü Sağlıklı Gıda Ürünleri A.Ş. is a dynamic Turkish manufacturer and exporter of energy drinks, functional beverages, and soft drinks. Headquartered in İstanbul, Türkiye, the company specializes in producing affordable, high-performance beverage brands tailored for domestic and international markets. With an innovative product portfolio and aggressive branding strategy, Sgü has established itself as a rising player in the global beverage industry.

Company Overview

Operating out of a strategic location in İstanbul, Sgü Sağlıklı Gıda Ürünleri A.Ş. targets the fast-growing segments of energy and functional drinks. The company combines Turkish manufacturing precision with global beverage trends to produce competitively priced and nutritionally enriched products suitable for a diverse consumer base. With active exports and private labeling services, Sgü is rapidly expanding its footprint across the Middle East, Europe, and Africa.

Product Portfolio

Sgü offers a wide spectrum of beverage products across several key categories:

Energy Drinks

• Jack Wrestler (flagship brand)
• Wild Power
• Glory
• FC
• Xir
• Xir Mojito

These drinks are targeted at young adults, athletes, and lifestyle consumers seeking quick energy boosts.

Functional Drinks

• JW Vitamin: Enriched with multivitamins, suitable for health-conscious consumers.

Carbonated Soft Drinks

• Bi Cola
• Bi Portakal (Orange)

These provide traditional cola and citrus refreshment, designed to compete with mainstream global brands.

Non-Carbonated Soft Drinks

• Bi Ice Tea: Offered in popular flavors like lemon and peach, catering to youth and health-oriented consumers.

Ice Coffee

• Latte
• Mocha

RTD (Ready-to-Drink) coffee beverages ideal for on-the-go urban lifestyles.

Unique Selling Proposition (USP)

Sgü’s competitive advantages include:

• Value-oriented branding with global appeal
• Eye-catching packaging design tailored for shelf impact
• Broad flavor portfolio that caters to both Eastern and Western palates
• Flexible manufacturing enabling OEM/private label customization

Manufacturing Capabilities

• Location: İstanbul-based manufacturing and administrative center
• Certifications: Products adhere to Turkish Food Codex, Halal standards, and export labeling requirements
• Production Output: High-capacity lines enabling mass production for international distribution
• Packaging: PET, aluminum cans, and aseptic packaging formats available

Export and Market Presence

Sgü is active in exporting to over 20 countries, with a growing presence in:

• Middle East
• North Africa
• Eastern Europe
• Central Asia

Brands such as Jack Wrestler and Wild Power have gained traction as alternatives to major energy drink labels in convenience stores and gas station retail networks.

Target Markets

Sgü beverages are targeted toward:

• Gen Z and Millennials
• Fitness enthusiasts and nightlife consumers
• Middle-income segments seeking affordable alternatives to international brands
• Distributors looking for private-label energy drinks and soft beverages

The company’s strategy aligns with global trends favoring functional beverages and RTD convenience.

Sales & Distribution Strategy

• Bulk exports to international distributors
• Private labeling and white-label solutions
• Supermarket chains and beverage wholesalers
• Digital catalogs and remote ordering

Certifications and Quality Assurance

• Turkish Food and Beverage Compliance
• Halal Certification
• EU labeling and export documentation standards

Sgü ensures product traceability and shelf-life optimization for all export batches.

Brand Perception and Marketing

• Jack Wrestler is positioned as a youth-centric, high-energy brand with a rebellious edge.
• Bi Cola and Bi Portakal aim to offer quality at accessible price points in competitive markets.
• The company has initiated sports and event sponsorships to boost brand awareness among target demographics.

Key Achievements

• Launch of over 10 active beverage brands under Sgü’s umbrella
• Published a comprehensive SGU 2022 product catalog for export facilitation
• Achieved sustained growth in the energy drink category across MENA and Balkan regions
• Established itself as a reliable private label manufacturer for international partners

Sgü Sağlıklı Gıda Ürünleri A.Ş. exemplifies a new generation of Turkish FMCG enterprises, blending innovative branding, cost-effective manufacturing, and agile distribution to penetrate competitive beverage markets worldwide.