Masafi Juice achieves 37% growth rate over 2008

The juice line also achieved a Brand Equity Index of 3.4 in Q1 2009 - the highest levels since its launch in May 2006, as per a study conducted in Jan-Feb 2009. The Brand Equity Index is based on consumers' responses across three basic criteria - willingness to pay a price premium; favourite brand and the brand they recommend most to friends and family.

Masafi Juice also announced the launch of a new Pineapple flavour to cater to discerning customers' tastes and preferences. The launch comes close on the heels of innovative proprietary flavour blends unveiled by Masafi in line with different consumer need-states and wants.

Rami Benjamin, Business Development Manager at Masafi, said:

"The success of Masafi juices is driven by our innovative blends coupled with its pure, natural freshness. We pride in this amazing market leadership of Masafi Juice, amidst this challenging time for all businesses. The highest Brand Equity Index for our juice line is a significant development in the broad scheme of things for the company."

He added: "Masafi's continuous endeavour is to provide wide range of options to our consumers and our constant research and new flavours clearly reiterate our commitment in keeping our consumers' content and the demand for tasty, natural and nutritious juices. The launch of the new pineapple flavour epitomizes Masafi's commitment to extending value and choice to its customers and reinforces its reputation as a byword for innovation and excellence in the region."

The new pineapple flavour, coming in 1 litre and 2 litre bottles, offers the unmatched taste and health benefits of pineapple in its purest form.

Rami said: "The new juice variant follows detailed consumer insights and market trends - both qualitative and quantitative. The new flavour reflects Masafi's commitment to support and maintain the juice's growth momentum and build a differentiated and premium position for the brand. The success of the juice line stands testimony to our commitment to excellence and quality, which has been the essence in all Masafi products."

In December, Masafi had launched three 100% pure juice concepts to cater to three distinct need-states leading to their juice consumption i.e. rejuvenation, vitalization and a want of energy.

The 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 company has committed Dhs12.5m towards the development and promotion of the new juice blends. In the Juice Category the carton packs comprise 32% of juice packaging, while PET bottles constitute 54% and pouches, glass bottles and tins will make up for 14%.

Masafi Juice contains no preservatives, no added sugar, no artificial sweeteners, and are 100% Pure Fruit Juice. Over 45% of Masafi Juice production is exported, which is indicative of the consumer trust in the equity of the brand.