Masafi forays into gourmet food sector, earmarks Dhs10m

Notes and media contacts

Masafi, the leading producer of pure natural mineral water in the entire Gulf, was established in 1976 with a paid-up capital of approximately $5.5m. The company has retained its market leadership for the past three decades by providing world-class products which are renowned for their pure natural freshness. This has seen Masafi become the premium reference for bottled mineral water in the entire region. In the process it has built an extremely strong distribution network to consistently deliver to dynamic market requirements and has continuously upgraded its first-class equipment to keep pace with technological advances around the globe.

Being a leading brand that delivers to consumer needs, Masafi's wide product portfolio includes mineral water, tissues, Masafi Juices and the newly-launched Masafi Flavored Water. The mineral water product line comes in bottles of 1.5 litres, 1 litre, 500ml, 330ml (regular and sports) 4 gallon bottles, 330ml kids packaging (regular and sports); mineral water cups in sizes of 250ml, 200ml, and 125ml. The 4-gallon bottles are 100% recyclable and only for one-time-use. The tissue line includes boutique fragrant tissues in three scents, floral tissues in purple, pink and green colors, car tissue boxes and recently launched its new boutique tissues -- Sense of Spring. Masafi leads the UAE market in Brand Equity Index in the tissue line and enjoys the number one share of heart across the UAE. The hugely popular Masafi Juices come in an array of original flavors and rich blends available in 2 litre, 1 litre and 200ml bottles. The flavored water is available in five flavors -- strawberry, lemon, peach, jasmine and mint & lemon in 500ml sizes.

The company was the first recipient of the ISO 9002 certification in the entire Middle East and was awarded the ISO 9001:2000 certification for developing and maintaining a high standard Quality Management System. Masafi has also been awarded the HACCP (Hazard Analysis Critical Control Points) certification. Masafi is also a member of International Bottled Water Association (IBWA) and Asia Bottled Water Association (ABWA). Masafi Water is tested and approved by NSF International, USA, which carries out annual unprompted audits on behalf of IBWA. Masafi is the first mineral water company in the region to be awarded the prestigious ISO 14001 certification for Environmental Management.

For more information, please contact:
Naeem Badiuzzaman
Senior Account Manager
BPG Public Relations
Level 6 MAF Tower Deira City Centre
PO Box 3294 Dubai UAE
T +971 4 295 3456 Ext 308
F +971 4 295 1027
M +971 50 868 0971