Masafi juices are growing fast, launches new flavour

Masafi's melon flavour, the first-of-its-kind in the region, is in 200ml, 1 litre and 2 litre bottles.

Mellow Melon is Masafi's ninth flavor since its introduction to the region last year. Mellow Melon reinforces Masafi's position as the brand of choice and demonstrates the company's commitment to extending value and choice to fruit juice consumers. Currently, Masafi Juice is the only brand to have this distinct flavor in its portfolio.

Masafi Mellow Melon offers the delectable and authentic taste of melon with the lingering soothing experience and natural freshness of melon juice. The new extension epitomizes and reinforces Masafi's reputation as a byword for innovation and excellence in the Middle East.

Masafi juices are growing faster than industry, at 21% vs. prior year, which is an exceptional performance in such a competitive and cluttered segment. The growth was a combination of the firm's effective distribution strategy and the contribution of the new flavours to its portfolio. Currently, Masafi Juice is one of the top 10 juice brands in the UAE (out of more than 70 brands).

In her comments, Natascha Edelmann, Head of Marketing at Masafi, said: "We are happy to announce the latest extension of our juice line. The market's response is highly encouraging. Our aim is to strengthen Masafi Juice's position through new flavor additions and address both core taste profiles and discerningly niche tastes. The combination has been increasingly instrumental in making Masafi Juice an offering of choice."

She added: "The juice will also offer a healthy option for our consumers given the varied benefits of melon. They are good sources of beta-carotene and vitamin C.Melons have an anti-clotting action on the blood and are also thought to lower cancer and heart disease risk."

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

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 flavour, aroma and nutrition. Masafi also exports more than 45% of its juice production to many overseas markets.

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.

Thanks to the unprecedented sales, the company has announced impressive revenues of AED148 million YTD (year-to-date; September 30, 2007) across all its product-line, both locally as well as internationally.