Magic natural energy drink, a taurine-free Swedish formula that gives both fast-acting and long-lasting energy, has begun its Middle East rollout with a launch in the UAE.

Already available in Kuwait, where manufacturer Al Sayer Soft Drinks is based, Magic is set to cast its spell on consumers across the region in the months to come, a statement said.

"As the first natural energy drink in the GCC, Magic differs from conventional energy drinks, which rely on sugar and caffeine for a quick boost. With its carefully balanced combination of guarana, for fast-acting energy; ginseng, for long-lasting energy, and other positive natural ingredients, Magic provides sustained energy," it said.

“We have created an entirely new category of beverage – the natural energy drink – that uses natural, not chemical or artificial, ingredients to give a boost and help people during their day,” said Mohamed Nasser Al Sayer, managing director of Al Sayer Soft Drinks Factory.

Al Sayer noted that because of its all-natural ingredients, Magic natural energy is light and sweet, with an almost herbal taste – in which people say they can identify the ginseng.  “This makes it very different from so many other energy drinks, which tend to have a medicinal flavour.”

“Because it uses all-natural ingredients to provide energy, it also appeals to those interested in health and fitness,” he said.

“Whatever people are up to, it unlocks their physical and mental energy, while letting them feel good about what they are drinking because of its 100 per cent natural ingredients,” Al Sayer said.

As part of Magic’s regional expansion, Al Sayer Soft Drinks is looking to have the product distributed in 12 regional countries by the end of 2008. The rollout will be supported by strong distribution, including leading distributors such as Masafi.

A major advertising campaign, featuring three witty and hilarious TV commercials, is introducing the brand to consumers across the region, he said. – TradeArabia News Service