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The flavoured water industry in the UAE is currently registering 14 % year on year growth. In line with the impressive growth of its flavoured water category and addressing the renewed demand and growing customer preference, Masafi has also introduced a new flavour - Mint Lemon to it hugely successful flavoured water line.
Masafi launched the flavoured water earlier this year in three flavours - strawberry, lemon and peach, all in 500ml sizes. Derived from the company's flagship mineral water brand, Masafi Flavoured Water is bottled mineral water, accented with a hint of flavour and no preservatives. The product is a refreshing and tasty alternative to sodas and other sweetened drinks. Masafi is the first and currently the only UAE company operating in the segment.
Commenting on the market's response to Masafi's Flavoured Water, Natascha Edelmann, Head of Marketing of Masafi, said:
"We are delighted to achieve 8% market share within such a short span of time. This is indicative of consumer's strong preference for our product lines. With the introduction of the new flavour - Mint Lemon, we expect a steady increase in our share and consolidation of our position in the market."
The flavoured water uses the revolutionary 'hot fill technology' that enables it to maintain its distinct flavour strength and retain its distinct freshness. The flavour is first filled at 85 degree 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.
Masafi, which has successfully retained its market leadership in the UAE mineral water segment with more than 40% share, distributes approximately 20 million cases or 320 million bottles across UAE, which boasts of the highest per capital consumption of mineral water in the world. The revenues of the company were AED 273 million last year.
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.
Posted by Anne-Birte Stensgaard, Senior News Editor
