Masafi Juice introduces Apricot, Citrus flavours

The launch of the new flavours is a major step towards making Masafi Juice the number one choice for fruit juice consumers. While Gracious Apricot offers the unmatched experience of the intense and slightly sweet taste of fresh apricots, Zesty Citrus is a refreshing blend of premium oranges with mandarin and lemon flavors, offering a great and authentic taste of fresh oranges with a lingering sharp lemony touch and an exhilarating mandarin flavour like no other.

The unveiling of the new flavours, which are unique in their own way, epitomises Masafi's commitment to extending value and choice to its consumers and reinforces its reputation as a byword for innovation and excellence in the region.

A reflection of Masafi Juice's market leadership and quality excellence can be gauged from the fact that it is one of the top 10 juice brands in the UAE (out of more than 70 brands), garnering 5% of the market since its launch last year.

In her comments, Natascha Edelmann, Head of Marketing at Masafi, said: "We constantly believe in providing variety to our consumers and our constant research and new product launches clearly reiterate our commitment in keeping our consumers' content and the demand for nutritious and natural juices. The launch was prompted by numerous factors like the onset of summer and the changing taste preferences of increasingly discerning consumers. Initial trials have indicated very encouraging responses."

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

The extension will make Masafi Juice among the very few juice brands to have these unique flavours. Zesty Citrus and Gracious Apricot are available in 200ml, 1 litre and 2 litres bottles.

Masafi Juice, which contains no preservatives, 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 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.