100plus

What 100plus does

100PLUS is a Singapore-based isotonic beverage brand created in 1983 to commemorate 100 years of Fraser & Neave in Asia. It operates as a consumer goods brand under Fraser and Neave, Limited (F&N Group), a publicly listed conglomerate on the Singapore Exchange, with the "100PLUS" and related trademarks used under licence from F&N. The brand targets active Singaporean consumers — including sports participants, fitness enthusiasts, and general hydration-oriented daily consumers — through an event-driven go-to-market motion anchored on sports sponsorships, athlete endorsements, and nationwide retail distribution.

The company's product platform is built on isotonic beverage formulation consisting of carbohydrates, electrolytes (sodium, potassium), and B vitamins (B3, B6, B12) for hydration and energy replenishment. The portfolio spans the flagship 100PLUS Carbonated range (Original, Lemon Lime, Orange), 100PLUS ZERO SUGAR (calorie-free, sweetened with Acesulfame-K and Sucralose), 100PLUS ACTIVE (non-carbonated with B vitamins, available in powder sachets), 100PLUS PRO HIGH PROTEIN (whey protein isolate with BCAA for muscle recovery), 100PLUS POWER PEACH (zero-sugar peach variant), 100PLUS SLUSHY (frozen carbonated format), and 100PLUS HYDRATION BAR (non-bottle format). The brand is reported as the market leader in Singapore's isotonic category based on Nielsen Singapore MarketTrack data for the 12-month period ending September 2016.

Revenue is generated entirely through beverage product sales across Singapore retail and e-commerce channels, including supermarkets (NTUC FairPrice, Cold Storage, Sheng Siong), convenience stores (7-Eleven), and online platforms (Amazon Singapore, Lazada/RedMart, Foodpanda, F&N Life). Pricing is not publicly disclosed and is set at varying retail price points across channels. Brand-building is driven by deep sports-ecosystem sponsorship — title sponsor of the Standard Chartered Singapore Marathon, hydration partner for OCBC Cycle, Tour De France Singapore Criterium, and HYROX, plus long-term support of the Singapore Swimming Association, Singapore Badminton Association, and Singapore Table Tennis Association — combined with athlete endorsements (Shanti Pereira, Hassan Sunny, Eliza Chong, Pang Sheng Jun) and cross-promotional campaigns with adidas, UNIQLO, and Hallyu Pop Fest. There is no standalone financial disclosure for the brand, no independent capital structure, and no operations outside Singapore.

Name

100plus

Legal name

FRASER AND NEAVE, LIMITED

Website

https://100plus.com.sg

Company type

Private

Founded year

1983

Operating status

Operating

Short description

100PLUS is a Singapore-based isotonic beverage brand owned by Fraser and Neave, Limited, serving active and general consumers through nationwide retail, convenience, and e-commerce channels with hydration, zero-sugar, and protein-amplified drink variants.

Ownership category

akta.pro rank

Product category

Isotonic Sports and Hydration Beverages

NAICS

Soft Drink and Ice Manufacturing (31211), Beverage Manufacturing (3121)

SIC

Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Sports & Isotonic Drink Production (AFAFAFAB)

akta.pro secondary industries

Sports Drink Production (Isotonic/Hypotonic) (AFAFABAF), Sports Drinks & Hydration Beverages (CRADAHAK)

Keywords

• Isotonic beverages
• Hydration drinks
• Sports drinks
• Electrolyte beverages
• Non-alcoholic beverages

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Beverage Product Sales: 100PLUS generates revenue through the sale of its portfolio of isotonic and hydration beverages across Singapore retail channels including supermarkets, convenience stores, and e-commerce platforms

Go-to-market motion1 record

Distribution channels7 records

Marketing channels5 records

Core offering

100PLUS manufactures and sells a portfolio of isotonic hydration beverages for active consumers in Singapore. Its product range spans carbonated, zero-sugar, non-carbonated, high-protein, slushy, and specialty flavored variants formulated with electrolytes, carbohydrates, B vitamins, and BCAA for hydration, energy, and muscle recovery.

Product overview

100PLUS is a beverage brand owned by Fraser and Neave (F&N), created in 1983 to commemorate 100 years of F&N in Asia. The company offers a portfolio of isotonic hydration beverages designed for active lifestyles. The core product line includes 100PLUS Carbonated (available in Original, Lemon Lime, and Orange variants), 100PLUS ZERO SUGAR (sugar-free/calorie-free), and 100PLUS ACTIVE (non-carbonated with B vitamins for energy production). Specialized offerings include 100PLUS PRO HIGH PROTEIN for muscle recovery with BCAA and whey protein, plus specialty variants like 100PLUS POWER PEACH (zero sugar peach), 100PLUS SLUSHY (frozen format), and 100PLUS HYDRATION BAR. The brand positions itself as a pioneer in the isotonic beverage category, supporting sports development in Singapore through partnerships with swimming, badminton, and marathon events.

Differentiator

Problem solved

Functional benefit

Brands

• 100PLUS Carbonated: Original carbonated isotonic drink with electrolytes and carbohydrates for hydration
• 100PLUS ZERO SUGAR
• 100PLUS ACTIVE
• 100PLUS PRO HIGH PROTEIN
• 100PLUS HYDRATION BAR
• 100PLUS SLUSHY
• 100PLUS POWER PEACH

Products and services

• 100PLUS Carbonated The original isotonic carbonated drink offering hydration through electrolytes and carbohydrates. Available in Original, Lemon Lime, and Orange flavors. Designed for everyday hydration needs, addressing fluid loss during sleep, workouts, and air-conditioned environments.
• 100PLUS ZERO SUGAR Sugar-free and calorie-free isotonic beverage using approved sweeteners (Acesulfame-K and Sucralose) for everyday hydration without calories. Contains sodium and potassium electrolytes for efficient nutrient transport and fluid absorption. Suitable for diabetics and calorie-conscious consumers.
• 100PLUS ACTIVE Non-carbonated isotonic drink containing B vitamins (B3, B6, B12) for energy production, designed for sports and active lifestyles. Available in powder sachet format for on-the-go convenience. Facilitates body hydration especially after intensive workouts.
• 100PLUS PRO HIGH PROTEIN Non-carbonated performance hydration range designed for muscle recovery and growth. Contains branched-chain amino acids (BCAA) from whey protein isolate, electrolytes, carbohydrates, and B vitamins. Supports pre-, during, and post-workout hydration and recovery. Endorsed by professional athletes including national swimmers, footballers, and volleyball players.
• 100PLUS SLUSHY Slushy variant of the 100PLUS beverage, providing a frozen carbonated hydration option.
• 100PLUS POWER PEACH Peach-flavored variant of 100PLUS ZERO SUGAR, offering zero sugar hydration with a fruity taste profile. Sold through online retailers including F&N Life, Amazon, FairPrice, Redmart, and Sheng-Siong.
• 100PLUS HYDRATION BAR Hydration product line within the 100PLUS brand, offering a bar-format hydration option.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Singapore Sport HubcoreGTM or Marketing PartnerOfficial partner collaborating on sports development initiatives in Singapore
• Singapore Swimming Association (SSA)coreGTM or Marketing Partner100PLUS has been a long-time supporter of Singapore Swimming Association for sports development
• Singapore Badminton Association (SBA)coreGTM or Marketing Partner100PLUS supports badminton as part of its sports development advocacy
• Singapore Table Tennis Association (STTA)coreGTM or Marketing Partner100PLUS supports table tennis as part of its sports development initiatives
• The Straits TimescoreGTM or Marketing Partner100PLUS presents The Straits Times Star of the Month and The Straits Times Athlete of the Year awards for athlete recognition
• Standard Chartered Singapore MarathoncoreGTM or Marketing PartnerAnnual title sponsor and partner for the Standard Chartered Singapore Marathon
• OCBC CyclecoreGTM or Marketing PartnerOfficial hydration sponsor for OCBC Cycle cycling event in Singapore
• Tour De France SingaporecoreGTM or Marketing PartnerOfficial partner for Tour De France Singapore Criterium events
• HYROX Fitness RacecoreGTM or Marketing PartnerSponsor for HYROX fitness race events in Singapore with promotional contests
• 7-ElevencoreChannel Partner/ Reseller/ DistributorExclusive retail partner for promotional campaigns such as Tour De France Singapore
• adidasminorGTM or Marketing PartnerJoint promotional campaign for 100PLUS PRO High Protein with adidas gym packs as prizes
• UNIQLOminorGTM or Marketing PartnerPromotional partnership for 100PLUS ZERO products
• Hallyu Pop FestminorGTM or Marketing PartnerK-pop festival partnership for promotional campaigns

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Gatorade: Gatorade is the global category-defining isotonic sports drink from PepsiCo. It is the most direct functional and category-level comparable to 100PLUS, competing in the same isotonic/sports hydration segment with electrolytes, carbohydrates, and performance positioning.

Direct peers

• Mizone: Mizone is Danone's isotonic sports drink with strong presence across Southeast Asia including Singapore. It is a regional head-to-head competitor in the same functional hydration category that 100PLUS leads.
• Powerade: Powerade is Coca-Cola's global sports drink, available in Singapore through the Coca-Cola distribution system. It directly competes with 100PLUS across sports performance, hydration, and recovery occasions at similar price points.
• Pocari Sweat: Pocari Sweat is a Japanese-origin ion-supply beverage from Otsuka Pharmaceutical, sold widely in Singapore and across Asia. It is a near-direct head-to-head competitor in the electrolyte hydration category and targets active consumers with the same use occasions as 100PLUS.

Regional players

• Revive: Revive is Asahi's isotonic drink brand, primarily distributed in Australia and Oceania. It is comparable to 100PLUS as a regional sports drink brand with similar isotonic formulation and sports-sponsorship-driven GTM, though it operates in a different geography.

Emerging players

• YOOMI: YOOMI is a local Singapore functional beverage brand positioned around natural, lower-sugar hydration. It is an emerging adjacent competitor tapping the same health-conscious Singapore active consumer that 100PLUS targets.
• Aquarius: Aquarius is Coca-Cola's hydration/ion drink sold in Asian markets including Singapore. It targets the same everyday and active-lifestyle hydration occasions as 100PLUS with similar electrolyte and light flavor positioning.
• Lucozade Sport: Lucozade Sport is Suntory's UK-origin sports/energy drink range with growing presence in Asia. It is a partial competitor in the same functional hydration space with overlapping performance and electrolyte positioning.
• H-Two-O (Hype): H-Two-O is a Malaysian-origin isotonic drink brand distributed across Southeast Asia. It is a smaller regional competitor in the same functional hydration category with a similar single-country/Southeast Asia footprint to 100PLUS.

Others

• Fraser and Neave (F&N): Fraser and Neave is the SGX-listed parent conglomerate that owns and licenses the 100PLUS brand. It is relevant as the corporate parent whose strategy, capital allocation, and portfolio decisions directly shape 100PLUS's investment trajectory.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/100PLUSSG
• Facebookfacebook.com/100plusSG
• Instagraminstagram.com/100plus_singapore
• Xx.com/100plussg

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 100plus