Masafi net revenue surges 44% in Q1 2009

The impressive results were a result of unprecedented volume growth achieved across all its product categories - spearheaded by the 4-Gallon segment, which registered a whopping 217% spurt in volume in the first quarter over the same period last year. The water bottles segment grew 21%; tissues increased 31% while juice volumes went up by 25% during the period under review.

All the product categories also achieved double digit growths in revenue terms in the first quarter. The Masafi Juice line achieved a Brand Equity Index of 3.4 in Q1 2009 - the highest levels since its launch in May 2006 while the Tissue line achieved an Equity Index of 6.1 in the quarter - the highest compared to any other brand.

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.

The extraordinary financial results during Q1 2009 come close on the heels of the company's 36% increase in its net profit for 2008. The success and growth have been attributed to Masafi's strategic growth roadmap, aimed at continuous product innovation and diversification plans.

"Masafi continues its impressive growth in the first quarter of 2009 amidst these very challenging times for all businesses. We have succeeded in achieving such results through diversification of our world-class product offerings - pivotal steps towards becoming a total food and beverage company by 2011, coupled with innovative distribution and marketing campaigns. Masafi remains committed to extending value and choice to its customers and reinforces its reputation as a byword for excellence in the region,"

said Ashraf Abushady, CEO of Masafi.

The results follow the launch of new, innovative Masafi Tetra juice packs offering 100% pure juice concepts to cater to varied consumer requirements, unveiling of a new Pineapple flavour and the company's entry into gourmet food business with Masafi Gourmet Potato Chips - a pivotal step towards the company's objective to provide a premium comprehensive food and beverage portfolio.

Natascha Edelmann, Head of Marketing at Masafi, said: "Masafi's stellar performance in the first quarter of 2009 is a result of our strategy to deliver premium quality products in line with our customer preferences. Masafi aims to strengthen its market leadership through a process of continuous reinvestment and adherence to our 3P bottom line strategy - Profit, People and Planet, where our financial bottom lines (profits) were driven from our commitment to tailor our products in line with the need-states, tastes and preferences of our consumers (people) and our company's stress on safeguarding our environment (planet)."

In spite of the challenging economic times, Masafi Juice - especially the newly launched 100% Pure Juice Blends - and the Gourmet Potato Chips registered unexpected take-off rates, reflecting the customers' willingness to go for premium and quality products. This, along with the 4 Gallon bottles, achieved exceptional increase in volumes during the quarter.

Since its inception three decades back, Masafi has always espoused a mission to make life better and more convenient for its consumers. The company has successfully retained its market leadership in the UAE mineral water segment with around 40% share, while the juice line is one of the top six supermarket juice brands in the UAE (out of more than 50 brands), enjoying a dominant presence in other markets like East Africa and South East Asia as well.