The Almaty-based foodtech company has presented its brand “TiRREX” on the TNT TV channel. According to the company, this is the first time that a product in the fast-moving consumer goods (FMCG) category from Central Asia has been showcased on an international entertainment platform of this scale.
“TiRREX” acted as the official sponsor of “Once Upon a Time in Russia”, one of the highest-rated shows for Russian-speaking audiences. Estimates suggest that the integration will reach up to 80 million viewers across the CIS, Europe, Asia, and other regions where satellite and online broadcasting are available.
The product under the “TiRREX” brand is positioned as a next-generation beverage designed for comfortable relaxation. According to the company, the formula was developed based on scientific research to reduce the body’s strain after alcohol consumption and to support an active lifestyle.
Harvest Food Science highlighted that the project became possible thanks to participation in QazTrade’s “Export Acceleration 2025” state program, which helps Kazakhstani producers access foreign markets.
According to QazTrade Managing Director Ainur Amirbekova, this is the first large-scale FMCG brand from Kazakhstan to appear on such a prominent platform. This case may serve as an example for other domestic companies planning to expand beyond the national market.