Masafi launches Jasmine flavored water

The flavored water sector has registered a whopping 80% growth during April-May 2008 compared to the previous year, according to AC Nielsen, a world's leading market research agency.

The launch of Jasmine flavored water, in new single-serve, 100% recyclable 500ml bottles, epitomizes Masafi's impressive growth in the category and addresses the discerning customer preferences. The company currently leads the segment with a 34.02% market share (AC Nielsen, May 2008) with its strawberry, lemon, peach as well as unique and indigenous-to-region mint-lemon flavored water.

Commenting on the new flavor, Ashraf Abu Shady, Chief Executive Officer of Masafi, said:

"We are delighted to launch the 100% natural Jasmine flavored water, which is indicative of our innovation strategy, keeping in view our consumers' strong preferences. With the new flavor, we expect a steady increase in our share and consolidation of our leadership across the FMCG sector."

He added, "The new flavor is derived out of the ever-popular consumption of Jasmine tea, known for helping digestion, anti-ageing and anti-bacterial properties. Our consumers are becoming increasingly health conscious and look for healthy beverage alternatives and the new flavor will address that need."

Derived from the company's flagship mineral water brand - the number one bottled water in the UAE - Masafi Flavored Water is bottled mineral water, accented with a hint of flavor and no preservatives or artificial sweeteners. Masafi is the first and currently the only UAE company operating in the Jasmine flavored segment.

The Masafi flavored water product line uses the revolutionary 'hot fill technology' that enables it to maintain its distinct flavor strength and retain its distinct freshness. The flavor 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. Masafi's Flavored Water Product line is the only one in the UAE that does not have preservatives due to the 'hot fill' technology. The Masafi Jasmine 500ml flavoured water serving is sweetened with pure cane sugar and has the total equivalent calorie intake of a small apple.

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.