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Masafi records $40 m revenues

Dubai, December 17, 2007

Masafi, one of the leading producers of pure natural mineral water in the Gulf, has recorded total revenues of Dh148 million ($40.2 million) for the period ending September 30, 2007.

The company has also launched a new flavour in its juice portfolio – Mellow Melon. Masafi’s melon flavour, the first-of-its-kind in the region, is available in 200ml, 1 litre and 2 litre bottles.

Mellow Melon is Masafi’s ninth flavour since its introduction to the region last year. Currently, it is  the only brand to have this distinct flavour in its portfolio, the company said.

Masafi juices, the company claims, are growing faster than industry, at 21 per cent as against last year. The growth was a combination of the firm’s effective distribution strategy and the contribution of the new flavours to its portfolio, the company said in a statement.

Currently, Masafi Juice is one of the top 10 juice brands in the UAE (out of more than 70 brands).

Natascha Edelmann, head of marketing at Masafi, said: “We are happy to announce the latest extension of our juice line. The market’s response is highly encouraging. Our aim is to strengthen Masafi Juice’s position through new flavor additions and address both core taste profiles and discerningly niche tastes. The combination has been increasingly instrumental in making Masafi Juice an offering of choice.”

She added: “The juice will also offer a healthy option for our consumers given the varied benefits of melon. They are good sources of beta-carotene and vitamin C. Melons have an anti-clotting action on the blood and are also thought to lower cancer and heart disease risk.”

Masafi, which unveiled its juice range last year with four main flavours – Tropical, Mango, Orange and Apple, extended its portfolio by launching Soothing Berries and Truly Caribbean in the first half of this year to meet growing consumer needs and preferences. It later launched Zesty Citrus and Gracious Apricot to keep up with the evolving consumer needs.

Masafi Juice was the first in the Middle East to introduce the ‘hot fill’ technology that enables retaining the juice’s distinct freshness for the period it is stored. The bottles are recyclable, thereby making them environment friendly.

The company has invested more than Dh40 million in the production and marketing of the juice, delivering fresh fruit juices from natural ingredients without removing or altering the flavour, aroma and nutrition. Masafi also exports more than 45 per cent of its juice production to many overseas markets.

Masafi has successfully retained its market leadership in the UAE mineral water segment with more than 40 per cent share. The company exports approximately 30 per cent of its product portfolio to different countries. The major importers are Japan, Oman, Kuwait, Qatar, Bahrain, Afghanistan and Djibouti. The company also exports to Germany, UK, Australia, Taiwan, Pakistan, Morocco, Yemen, Sudan, Bangladesh and the Ivory Coast, among others.--TradeArabia News Service




Tags: Masafi | Food | juices | Mineral water |

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