100PLUS

100PLUS is an isotonic sports-drink brand created and launched by Fraser and Neave in 1983 in Singapore and Malaysia. The name is commonly pronounced “hundred plus” and commemorates the centenary of Fraser and Neave’s founding. The brand was developed as a packaged hydration beverage for sports, physical exertion, hot-weather consumption and everyday refreshment. Its formulations have generally combined water, sugars, acids, sodium and other mineral or electrolyte ingredients, while carbonation has helped distinguish the original product from plain water and non-carbonated sports drinks. The brand’s primary strongholds are Singapore and Malaysia, where it has achieved broad consumer recognition and has frequently been described in available reference material as a leading or number-one isotonic-drink brand in consumer surveys. Its competitive environment includes other electrolyte and sports beverages, including H-TWO-O in Singapore. 100PLUS is distributed more widely throughout Asia, including Brunei, Thailand, Indonesia, Vietnam, the Philippines, Cambodia, Laos, Myanmar, India, Sri Lanka, China, Taiwan, South Korea and the Maldives. It has also been distributed in Papua New Guinea, South Africa and Canada. In Canada, the product has been available through T&T Supermarkets in British Columbia, Alberta and Ontario via an authorised distributor. Availability in Australia and the United Kingdom is more limited and is associated primarily with Asian grocery and specialty retail channels. The portfolio has expanded beyond the original carbonated drink. Reported flavours include Original, Tangy Tangerine, Lemon Lime and Berries, while 100PLUS Active was introduced in 2017 as a non-carbonated variant. The range is designed to retain the brand’s hydration and electrolyte proposition while offering different taste profiles and consumption occasions. In 2018, the product was reported to have been reformulated to contain no more than 6 grams of sugar per 100 millilitres and to have received the Healthier Choice Logo from Singapore’s Ministry of Health, reflecting an effort to respond to changing nutritional expectations. Marketing has consistently tied 100PLUS to organized sport and mass participation. The brand has supported football, badminton, athletics, marathon running, cricket, rugby and multi-sport events. It has been associated with the Malaysian National Sports Council and has used athletes including badminton player Lee Chong Wei, sprinter Khairul Hafiz Jantan and Singaporean marathoner Mok Ying Ren in promotional activity. Sponsorships have included the Myanmar Football Federation and Myanmar National League, Malaysia’s second-tier football competition, the Southeast Asian Games, the ASEAN Para Games and the ASEAN Football Federation Championship. The brand also entered a 2010 beverage-distribution arrangement with AirAsia to make 100PLUS available for onboard sale. 100PLUS remains part of Fraser and Neave’s beverage portfolio. Fraser and Neave is within the wider Thai Beverage corporate group. The available reference material confirms the brand’s origin, product range, distribution footprint and major sponsorships, but does not provide sufficiently detailed public information to establish a complete chronology of ownership changes, annual sales, market shares, manufacturing sites or executive appointments.

100PLUS was created and launched by Fraser and Neave in 1983, with the initial launch taking place in both Singapore and Malaysia. The brand name commemorated 100 years since Fraser and Neave’s founding. Its original proposition was an isotonic beverage intended to support hydration during sports, physical activity and hot conditions, while also serving as a refreshing mass-market soft drink. The original product used a carbonated format and a formulation built around water, sugars, acids, sodium and other mineral or electrolyte ingredients. This gave 100PLUS a distinct position between conventional carbonated soft drinks and plain bottled water. As organized sport, recreational exercise and public interest in hydration developed in Singapore and Malaysia, the brand built strong associations with athletics, football, badminton and other sporting activities. Reference material describes it as having consistently ranked as a leading isotonic-drink brand in both markets in various surveys since its introduction. Fraser and Neave subsequently distributed 100PLUS across a broad group of Asian markets. The reported footprint includes Brunei, Thailand, Indonesia, Vietnam, the Philippines, Cambodia, Laos, Myanmar, India, Sri Lanka, China, Taiwan, South Korea and the Maldives, as well as Papua New Guinea and South Africa. The product has also reached Canada through selected T&T Supermarkets and has appeared through specialty or Asian grocery channels in countries including Australia and the United Kingdom. The breadth of distribution has not meant identical product availability in every market; the brand’s range, packaging and route to market can vary by country. The portfolio developed from the original flavour into several variations, including Tangy Tangerine, Lemon Lime and Berries. In 2017, Fraser and Neave introduced 100PLUS Active as a non-carbonated alternative. In 2018, reference material reported a reformulation to no more than 6 grams of sugar per 100 millilitres and the use of Singapore’s Healthier Choice Logo, reflecting greater attention to sugar reduction and nutritional labelling. Sports sponsorship has been central to the brand’s development. 100PLUS has supported the Malaysian National Sports Council and used prominent athletes such as Lee Chong Wei, Khairul Hafiz Jantan and Mok Ying Ren. It has sponsored football structures in Myanmar, Malaysia and Southeast Asia, including the Myanmar Football Federation and Myanmar National League, the Malaysia Premier League, the 2017 Southeast Asian Games, the 2017 ASEAN Para Games and the 2018 AFF Championship. The brand has also supported cricket and rugby activity in Sri Lanka. A 2010 distribution agreement with AirAsia extended the brand into onboard beverage sales. In Sri Lanka, the brand was reported to have been relaunched in 2024 through Bolt Distribution after several years of market presence under a partnership involving Fraser and Neave and Browns Pharmaceuticals. 100PLUS remains associated with Fraser and Neave’s beverage operations, with Fraser and Neave forming part of the wider Thai Beverage group. Publicly available reference material does not establish a complete record of manufacturing arrangements, sales figures, market-share data, executive leadership or all country-entry dates.

1. 2024Sri Lankan relaunch

   100PLUS was relaunched in Sri Lanka through Bolt Distribution after an earlier partnership-based presence in the market.

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2. 2018AFF Championship partnership

   100PLUS became an official partner of the 2018 AFF Championship.

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3. 2018Reported lower-sugar reformulation

   Reference material reported a reformulation to 6 grams or less of sugar per 100 millilitres and the award of Singapore’s Healthier Choice Logo.

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4. 2017Launch of 100PLUS Active

   The brand introduced 100PLUS Active, a non-carbonated isotonic drink.

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5. 2017Southeast Asian Games and ASEAN Para Games sponsorship

   100PLUS sponsored the 2017 Southeast Asian Games and 2017 ASEAN Para Games held in Kuala Lumpur.

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6. 2016Malaysia Premier League title sponsorship

   100PLUS became title sponsor of Malaysia’s second-tier football competition, then known as the Malaysia Premier League.

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7. 2013Myanmar football sponsorship

   100PLUS became a sponsor of the Myanmar Football Federation and Myanmar National League, supporting national teams, competitions and youth football initiatives.

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8. 2013Brand rebranding announced

   Fraser and Neave announced a rebranding of 100PLUS.

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9. 2010AirAsia distribution agreement

   Fraser and Neave entered a strategic beverage-distribution agreement with AirAsia to support wider 100PLUS distribution, including onboard sales.

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10. 1983Launch in Singapore and Malaysia

    Fraser and Neave launched 100PLUS as an isotonic sports drink in Singapore and Malaysia. The name marked the centenary of Fraser and Neave’s founding.

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A mass-market isotonic sports-drink brand centred on hydration, electrolyte replenishment, refreshment and participation in sports and active lifestyles.

• 100PLUS OriginalCarbonated isotonic sports drink1983

  The brand’s core carbonated isotonic beverage. It is positioned for hydration during or after physical activity as well as for everyday refreshment. The reported formulation includes carbonated water, sugars, acids, sodium and other mineral or electrolyte ingredients, with a flavour profile intended to provide a distinctive alternative to plain water and conventional soft drinks.

• 100PLUS ActiveNon-carbonated isotonic sports drink2017

  A non-carbonated extension of the 100PLUS range introduced in 2017. It retains the brand’s hydration and electrolyte positioning while addressing consumers who prefer a still beverage rather than the carbonation associated with the original product.

• 100PLUS Tangy TangerineFlavoured isotonic sports drink

  A tangerine-flavoured variation within the 100PLUS isotonic beverage portfolio. It extends the brand beyond its original flavour while maintaining the broader association with refreshment, active lifestyles and electrolyte-based hydration.

• 100PLUS Lemon LimeFlavoured isotonic sports drink

  A lemon-lime flavour variant offered as part of the wider 100PLUS range. Its citrus positioning provides an alternative taste profile within the same sports-drink and hydration platform.

• 100PLUS BerriesFlavoured isotonic sports drink

  A berries-flavoured product in the 100PLUS portfolio. It broadens the range of available flavour choices while retaining the brand’s isotonic beverage positioning.

• 2018AFF Championship partnership

  Southeast Asia

  100PLUS served as an official partner of the 2018 AFF Championship, a major Southeast Asian football tournament.

  Outcome. The partnership increased the brand’s visibility across football-focused Southeast Asian markets.

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• 2017Kuala Lumpur multi-sport sponsorship

  Malaysia · Southeast Asia

  100PLUS sponsored the 2017 Southeast Asian Games and the 2017 ASEAN Para Games in Kuala Lumpur.

  Outcome. The sponsorship reinforced the brand’s positioning around regional competitive sport and inclusive athletic participation.

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• 2016Malaysia Premier League title sponsorship

  Malaysia

  100PLUS became the title sponsor of Malaysia’s second-tier football competition and expanded its identification with Malaysian sport.

  Outcome. The brand became closely associated with the competition and with broader Malaysian sports sponsorship.

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• 2013Myanmar football sponsorship

  Myanmar

  100PLUS sponsored the Myanmar Football Federation and Myanmar National League, linking the brand with national teams, professional football and youth-development competitions.

  Outcome. The sponsorship was later extended through 2020 and provided a sustained association with Myanmar football.

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• 2010AirAsia onboard distribution partnership

  Southeast Asia

  Fraser and Neave partnered with AirAsia to distribute 100PLUS through the airline’s beverage channels, including onboard sales.

  Outcome. The arrangement gave the brand an additional travel and aviation distribution channel and supported its regional growth strategy.

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• Athlete endorsement programme

  Malaysia · Singapore

  The brand has used athletes including Malaysian badminton player Lee Chong Wei, Malaysian sprinter Khairul Hafiz Jantan and Singaporean marathoner Mok Ying Ren in its sports marketing.

  Outcome. The programme connected 100PLUS with elite performance, endurance and national sporting identities.

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• 2024Sri Lankan distribution relaunchStrategy

  100PLUS had previously been present in Sri Lanka through a partnership between Fraser and Neave and Browns Pharmaceuticals.

  What changed. The brand was relaunched through Bolt Distribution, a member of the Sri Lankan Thakral Group.

  Aftermath. The relaunch was intended to strengthen the brand’s presence in Sri Lanka; subsequent commercial results are not documented in the available material.

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• 2018Lower-sugar reformulationGeneration change

  Health authorities and consumers were placing greater emphasis on sugar content and nutritional labelling in beverages.

  What changed. The product was reported to have been reformulated to contain 6 grams or less of sugar per 100 millilitres and to carry Singapore’s Healthier Choice Logo.

  Aftermath. The change aligned the product with a lower-sugar positioning, although no verified sales or market-share impact is available.

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• 2017Introduction of 100PLUS ActiveProduct launch

  The existing range was primarily associated with carbonated isotonic drinks, while some consumers prefer a still beverage format.

  What changed. Fraser and Neave introduced 100PLUS Active as a non-carbonated product.

  Aftermath. The launch broadened the brand’s format choices while retaining its isotonic hydration proposition.

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• 2013Brand rebrandingStrategy

  Fraser and Neave announced a rebranding of 100PLUS as the brand continued to expand its sports and regional marketing activity.

  What changed. The company announced a refreshed brand identity, although the available reference does not specify all visual or strategic changes.

  Aftermath. The brand continued sponsorship activity across football and multi-sport events.

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• 2024100PLUS relaunched in Sri Lanka through Bolt Distribution

  After an earlier local partnership involving Fraser and Neave and Browns Pharmaceuticals, the brand was relaunched in Sri Lanka through Bolt Distribution, a member of the Thakral Group.

  Other
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• 2018100PLUS reported a lower-sugar reformulation and Healthier Choice Logo

  Reference material reported that the beverage was reformulated to contain 6 grams or less of sugar per 100 millilitres and carried Singapore’s Healthier Choice Logo.

  Product generationRegulation
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• 2017100PLUS Active introduced as a non-carbonated variant

  The brand expanded its product range with 100PLUS Active, a non-carbonated isotonic beverage.

  Product launchProduct generation
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• 1983100PLUS launched in Singapore and Malaysia

  Fraser and Neave introduced 100PLUS as an isotonic sports-drink brand in Singapore and Malaysia.

  Product launch
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1. 100PLUS