Masafi Juice adds two exciting flavours

Masafi Juice unveiled Soothing Berries and Truly Caribbean in order to cater to buyer preference and taste profiles. The launch of the new flavours was a another step towards making Masafi Juice the number one choice for discerning fruit juice consumers.

The new flavours have been sourced from carefully-selected premium fruit concentrates to extend the best taste experience to the consumers. While 'Truely Caribbean' is a mix of Pineapple, Coconut and Banana, 'Soothing Berries' is a mix of Blueberries, Strawberries, Apple, Orange and Banana.

In her comments, Natascha Edelmann, Head of Marketing at Masafi, said: "We are pleased to announce the launch of two new original flavours of our premium juice line. The new variants, launched after detailed consumer insights and studying market trends, have received a very positive response from the market and are currently available in 200ml, 1L and 2L packs."

She added: "The success of our new flavours stand testimony to our commitment to excellence and quality, which has been the essence in all Masafi products. Since its launch in May 2006, Masafi Juice has been well accepted by a very discerning market that has over 50 international and local players."

Masafi Juice, which contains no preservatives, was the first in the Middle East to bring in 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.

Masafi Juice, which became one of the top five juice brands in the UAE (out of more than 50 brands) and garnered 5% of the market within six months of its launch, managed to have dominant presence in other markets like East Africa and South East Asia as well.

The company has invested more than AED40 million in the production and marketing of the juice, delivering fresh fruit juices from natural ingredients without removing or altering the flavor, aroma and nutrition.

Masafi has successfully retained its market leadership in the UAE mineral water segment with more than 40% share. The company exports approximately 30% 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.