Masafi unveils unique juice blends; commits Dhs12.5m for growth

The unveiling of the new juice blends follows a research exercise conducted by Masafi in the UAE.

In line with consumer insights from the research, Masafi launched three 100% pure juice concepts to cater to varied consumer requirements. As per the research, consumers seek three distinct need-states leading to their juice consumption i.e. rejuvenation, vitalization and a want of energy.

The all-new Masafi Mango and a blend of Pomegranate, Raspberry, Cranberry & Acai flavours offer the 'Rejuvenating Effect' while the 'Vitalizing Effect' is achieved by Masafi Apple and a blend of Peach, Passion Fruit, Grape and Apricot flavours. The 'Energy Boost', the third need-state for consumers, is achieved by Masafi Orange and a combination of Guava, Lychee & Pear flavours.

The new flavours are being distributed in new, innovative Tetra PRISMA to build awareness and identity, comes close on the heels of the success of Masafi Juice in PET bottles. The new flavours in Tetra packs come in two different sizes - 1 litre, 200ml and a special 200ml packaging for kids.

The company has committed Dhs12.5m towards the development, manufacturing and promotion of the new juice blends. In the Juice Category the tetra packs comprise 34% of juice packaging, while PET bottles constitute 52% and pouches, glass bottles and tins will make up for 14%.

In his comments on the new launch, Mr Ashraf Abushady, Chief Executive Officer of Masafi, said:

"The launch of the new Masafi juice blends is a major step in our growth strategy, aimed at delivering premium quality products and addressing the needs of our consumers. Masafi has always taken its consumer insights seriously, and in line with the customer preferences, we offer the carefully mixed and matched 100% pure fruit juice blends that would meet all our consumers' predominant need-states."

The new juice blends also encompass a special 200ml kid's package in Tetra packs, featuring a telescopic straw to facilitate easy consumption for children. The product line offers a special 100% pure strawberry and 100% kiwi juice blend, delivering fresh fruit juices from natural ingredients without removing or altering the flavor, aroma and nutrition.

Mr Abushady added, "The Tetra packaging also offers storage comfort and further reinforces our market leadership and brand positioning. While most low acid foods need a refrigerated warehouse to store their product, Tetra pack juices can be stored at room temperature which is a major energy saver. The new Tetra packs will, thus, keep up with evolving tastes and choices in a responsible and sustainable manner."

The juice contains no preservatives, no added sugar, no artificial sweeteners, and are 100% Pure Fruit Juice. Masafi Juice was the first in the Middle East to bring in the 'hot fill' technology that enables retaining the juice's distinct freshness for the period it is stored.

Masafi Juice, among the top five juice brands in the UAE within two years of its launch, is currently outpacing the category growth in the country registering a whopping 22.5% year-on-year increase. The company enjoys a total market share of 4.1% among all brands. Over 45% of Masafi Juice production is exported, which is indicative of the consumer trust in the equity of the brand.

Masafi juices, in both Tetra packs and PET bottles, are derived from the company's strict adherence to international quality standards. The new blends and packaging reflect Masafi's commitment to support and maintain the juice's growth momentum and build a differentiated and premium position for the brand.