The new product makes Masafi the first and currently the only UAE Company to enter the segment.
Derived from the company's flagship mineral water brand - Masafi Flavored Water is bottled mineral water, accented with a hint of flavor with no preservatives. The product is a refreshing and tasty alternative to sodas and other sweetened drinks. The product will be available in 3 flavors of strawberry, lemon & peach in 500 ml sizes.
Announcing the launch of Masafi Flavored Water, Ashraf Abushady, Chief Executive Officer said, ""Over the years Masafi has recorded horizontal and vertical extensions to its growing product line. The launch of Masafi Flavored Water is aligned to our long term objective of Masafi becoming an FMCG company by the year 2011.The commercial beverage market is witnessing the emergence of a pool of offerings to cater to consumers' needs and desires with the flavored water segment recording a CAGR of 14.9%. Discerning consumers are also becoming increasingly health conscious and look for healthy beverage alternatives."
"In addition to our long term strategies - our production extensions are a function of the changing needs and wants of the consumers. As a company we are committed and are driven by our credo - premium products for better life."
The product uses the revolutionary 'hot fill technology' that enables it to maintain its distinct flavor strength and retain its distinct freshness. The flavor is first filled at 85 centigrade into a bottle and the air is removed with vacuum. The bottle is then capped so it does not need to contain preservatives. The product has a significant energy component offering 25Kcal / 100ml.
The launch is supported by an integrated communications campaign that encompasses outdoor, print, consumer flyers, on-pack communication, in-store presence, sampling & promotions, public relations.
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.
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All new Masafi Still Flavored Water launched
- United Arab Emirates: Monday, January 08 - 2007 at 12:59
- PRESS RELEASE
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Masafi - the region's market leader of bottled mineral water today announced the launch of its latest product line - Masafi Still Flavored Water.
Flavoured water segment clocks a Compound Annual Growth Rate of 14.9%
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Posted by Lara Lynn Golden, News EditorMonday, January 08 - 2007 at 12:59 UAE local time (GMT+4)
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For further information, please contact Ghada Kammoun/ Naeem Badiuzzaman,
Bates PanGulf PR, Dubai.
Tel: +9714-2953456;
Fax: +9714-2951027
About Masafi
Masafi, the leading producer of pure natural mineral water in the entire Gulf was established in 1976 with a paid-up capital of approximately $5.5 million. The company has retained its market leadership for the past three decades by providing world-class products which are renowned for their pure natural freshness. This has seen Masafi become the premium reference for bottled mineral water in the entire region. In the process it has built an extremely strong distribution network to consistently deliver to dynamic market requirements and has continuously upgraded its first-class equipment to keep pace with technological advances around the globe.
Being a leading brand that delivers to consumer needs, Masafi's wide product portfolio includes mineral water, tissues, and the newly launched Masafi Juices. The mineral water product line comes in bottles of 1.5 litres, 1 litre, 500ml, 330ml (regular and sports), 330ml kids packaging (regular and sports); mineral water cups in sizes of 250ml, 200ml, and 125ml. The tissue line includes boutique fragrant tissues in three scents, floral tissues in purple, pink and green colors, and car tissue boxes, while the hugely popular Masafi Juices come in an array of original flavors and rich blends available in 2 litre, 1 litre and 200 ml bottles.
The company was the first recipient of the ISO 9002 certification in the entire Middle East and was awarded the ISO 9001:2000 certification for developing and maintaining a high standard Quality Management System. Masafi has also been awarded the HACCP (Hazard Analysis Critical Control Points) certification. Masafi is also a member of International Bottled Water Association (IBWA) and Asia Bottled Water Association (ABWA). Masafi Water is tested and approved by NSF International, USA, which carries out annual unprompted audits on behalf of IBWA. Masafi is the first mineral water company in the region to be awarded the prestigious ISO 14001 certification for Environmental Management.
Bates PanGulf PR, Dubai.
Tel: +9714-2953456;
Fax: +9714-2951027
About Masafi
Masafi, the leading producer of pure natural mineral water in the entire Gulf was established in 1976 with a paid-up capital of approximately $5.5 million. The company has retained its market leadership for the past three decades by providing world-class products which are renowned for their pure natural freshness. This has seen Masafi become the premium reference for bottled mineral water in the entire region. In the process it has built an extremely strong distribution network to consistently deliver to dynamic market requirements and has continuously upgraded its first-class equipment to keep pace with technological advances around the globe.
Being a leading brand that delivers to consumer needs, Masafi's wide product portfolio includes mineral water, tissues, and the newly launched Masafi Juices. The mineral water product line comes in bottles of 1.5 litres, 1 litre, 500ml, 330ml (regular and sports), 330ml kids packaging (regular and sports); mineral water cups in sizes of 250ml, 200ml, and 125ml. The tissue line includes boutique fragrant tissues in three scents, floral tissues in purple, pink and green colors, and car tissue boxes, while the hugely popular Masafi Juices come in an array of original flavors and rich blends available in 2 litre, 1 litre and 200 ml bottles.
The company was the first recipient of the ISO 9002 certification in the entire Middle East and was awarded the ISO 9001:2000 certification for developing and maintaining a high standard Quality Management System. Masafi has also been awarded the HACCP (Hazard Analysis Critical Control Points) certification. Masafi is also a member of International Bottled Water Association (IBWA) and Asia Bottled Water Association (ABWA). Masafi Water is tested and approved by NSF International, USA, which carries out annual unprompted audits on behalf of IBWA. Masafi is the first mineral water company in the region to be awarded the prestigious ISO 14001 certification for Environmental Management.
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