01 Apr 2026 HealthSmart Solutions acquires GAME drinks brand
A long-time Tiger Brands product moves to Cape Town’s HealthSmart Solutions….
HealthSmart Solutions, the health-focused platform behind Carbsmart, Health Connection Wholefoods, hasto announced its official acquisition of the GAME Isotonic drinks brand, effective 1 April 2026.
A staple in the sports hydration market for over 50 years, GAME was originally launched in 1970, It has supported generations of athletes across SA and beyond, earning its place as a trusted household name in hydration.
The acquisition includes all intellectual property, recipes, and distribution rights, positioning HealthSmart Solutions to take the brand into its next phase of growth.
No financial details have been provided.
“This is a strategic move that signals an exciting evolution for GAME, as we transition it from its traditional sports drink roots into a modern, better-for-you functional beverage,” says Tami Gerber – Innovations and Marketing Director of HealthSmart Solutions.
“GAME has been a household name in hydration for decades, but today’s consumer is looking for more.
“By combining its strong brand heritage with our expertise in health-focused innovation, we are evolving the range in a way that respects what people already love, while introducing a new standard of performance hydration that does not compromise on ingredients.”
HealthSmart Solutions has built a strong reputation for innovation across its portfolio, particularly through Carbsmart & Health Connection Wholefoods, where consumer insights and product development have driven meaningful growth in the better-for-you category.
“These learnings, along with the group’s broader nutritional expertise, will be instrumental in bringing renewed energy and relevance to the GAME range, while staying true to its legacy,” adds Gerber.
“The addition of GAME further strengthens HealthSmart Solutions’ position within the health and wellness space, aligning with our vision to deliver accessible, high-quality products that support modern lifestyles.
“Consumers can expect thoughtful innovation that honours the brand’s heritage while moving it confidently into the future.”
Source: HealthSmart Solutions