Masafi Juice sales grow 15% during first quarter of 2008

The company sold over 2 million juice bottles in 3 months.

The significant rise in growth is driven by continuous reinvestment and support from Masafi, coupled with its innovative and effective distribution and marketing strategies.

As part of its commitment to further strengthen the market presence of Masafi juice, the company has unveiled an integrated communication campaign on April 18th , which rallies around a key message - 'Fruit Your Senses'.

The new campaign reflects Masafi's leadership and uniqueness in the cluttered and competitive regional market and portrays the company's successful business model.

Announcing the results, Ashraf Abushady, Chief Executive Officer of Masafi, said: "Ever since the launch, Masafi Juices have emerged as among the top ten juice brands in the country. Over 45% of our juice production is exported, which is indicative of the trust that consumers in international markets have in the Masafi brand. We have consistently innovated by introducing flavours that appeal to the larger target segments and niche audiences".

He added: "Masafi Juices' success is derived from its philosophy to deliver superior quality products, strict adherence to international quality standards and innovative marketing strategies, coupled with excellent market execution. We are confident that the new campaign will leverage Masafi Juice's differentiation and reinforce our positioning as a premium offering thereby building on our previous campaigns".

The Campaign 'Fruit Your Senses' reflects Masafi's commitment to support and maintain the juices' growth momentum and build a differentiated and premium positioning for the brand.

The campaign's focal point is the obvious association of Masafi Juices with the natural and rich world of fruits - whereby the consumers experience the real fruit with all its attributes by consuming Masafi Juice.

It delves on the premium nature and attention to detail that Masafi Juice lives up to.

The Dhs1m campaign includes a strong media plan involving outdoor, print, in-store branding, POS, sampling and consumer promotions.

The campaign further builds on its successful campaigns launched earlier - 'Think Fruit' and 'Fruit Obsession' which conveyed the close connection of Masafi juices to real premium fruits.

Masafi, which unveiled its juice range with four main flavours - Tropical, Mango, Orange and Apple, diversified its portfolio and extended it to 9 flavors by launching Soothing Berries, Truly Caribbean, Zesty Citrus, Gracious Apricot, and Mellow Melon to meet growing consumer needs and preferences.

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.