New beverages to be launched at Food Expo 2007 in Oman

The new products, which will be launched during the event, will be brought into the sultanate by X35 Energy, a company based in the UK and promoting an entirely new concept in the development of carbonated and natural juice soft drinks, bottled water and energy drinks.

'Our products are designed to stand out in the market with our emphasis on the use of the finest ingredients to provide consumers worldwide with products of the highest quality,'

said Mahomed Karim, director of X35 Energy.

Karim pointed out that what makes the X35 Energy range different from other products in the market is its special ingredient, which is 'black seed.' Known scientifically as Nigella sativa, black seed is also called the black caraway, black cumin, nutmeg flower, Kalonji, fennel flower, and Habbatul Barakah, which is Arabic for 'seed of blessing.'

According to Karim, black seed is widely known worldwide for offering many beneficial effects to the health of consumers. It strengthens the immune system, stimulates the body's energy, lowers blood sugar levels, improves kidney functions, and helps regulate a person's blood pressure. This is all because black seed is rich in important nutrients such as amino acids, proteins, carbohydrates as well as trace minerals such as calcium, potassium and iron.

The X35 Energy products come in a wide variety of flavors including apple and mango, passion, cream soda, cola, and a mixture of orange and passion. All these will be displayed to attract the interest of potential distributors at Food Expo 2007.

'The X35 Energy product range would certainly be an excellent addition to the various types of beverages that are now sold in the local market, thus widening the choices available to consumers,' said C.J. Paul, general manager of Omanexpo LLC, the leading organiser of trade and consumers shows in the sultanate.

Paul explained that, in addition to various types of beverages, Food Expo 2007 will also showcase many other food products including pastries and other baked goodies, halal food products, fresh chicken, organic produce, and processed meat products. The three-day international exhibition will also feature the latest kitchen and catering equipment, hotel and restaurant supplies, packaging technologies and food processing systems.

Food Expo 2007 is supported by Abdul Khalik Abdullah Habib Najwani & Partners LLC as the platinum sponsor, the National Agricultural Development Company (NADEC) of Saudi Arabia as the gold sponsor, and X35 Energy as the silver sponsor.