New energy drink to be launched at Food Expo 2006

"The energy drink, which is aptly called Battery, enhances alertness and effectively stimulates the body's energy processes," said Ibrahim Fernandez, managing director of IMI International Ltd., the company that will bring the product to the sultanate.

Battery is a registered trademark of and manufactured by Oy Sinebrychoff Ab, a Finnish company that is part of the world-renowned Carlsberg Breweries A/S. The energy drink, which gives over 30% more energy than conventional soft drinks, was first launched in 1997 and is now available in a growing number of countries including Norway, Sweden, Denmark, Russia, Switzerland, Costa Rica and Australia.

Fernandez explained that Battery provides a quick surge of energy because it contains the right combination of stimulants such as taurine, caffeine, guarana, sugars, and B-vitamins. The name of the drink and the design of its packaging, which makes it look like an alkaline battery, effectively communicate that it is a source of energy, especially for young people with an active lifestyle.

Battery Energy Drink has a long-term sponsorship agreement with the WilliamsF1 Team. In addition, it will also serve as the sponsor of Food Expo 2006.

"We are very excited that this popular energy drink will mark its entry into the local market during the exhibition itself," said C.J. Paul, general manager of Omanexpo LLC, the leading exhibition organising company in the sultanate. "This is consistent with our objective of facilitating the introduction of new products into the sultanate through Food Expo."

Paul pointed out that the international exhibition will showcase everything related to food and beverage, catering equipment, food processing technology, packaging products and agricultural supplies. He revealed that many companies from Oman, Brunei, Singapore, Italy, Sri Lanka, the UAE and the UK have already confirmed their participation in the event.

Apart from Battery Energy Drink, Food Expo 2006 is also supported by Abdul Khalik Abdullah Habib Najwani & Partners LLC as the major sponsor.