Masafi invests $11 million in production and marketing of its new juice line

23/05/06 Masafi plans to enter new product categories over the next five years, making it a complete FMCG entity by 2011.

The company, which unveiled its juice line earlier this month, is also looking at new markets as part of its expansion strategy. Among the target markets are Africa, starting with Kenya and Taiwan, said company officials.

Commenting on the future group plans, Mr. Ashraf Abushady, CEO of Masafi, said: 'Our plans are under way to reposition ourselves and concrete strategies towards the brand extensions have already been drawn up. We are also looking at targeting new markets as part of our growth plans.'

He added: 'To date, our progress was vertical but now we are primed to expand horizontally. The launch of Masafi juice was part of this broad master-strategy, aimed at making Masafi a complete food and beverage company by 2011. It is a natural and logical step forward from our well-known mineral water brand that is synonymous with pure mineral water.'

The juice, which was launched at The Ritz-Carlton, Dubai in the presence of Abdul Aziz Al Ghurair, Chairman of Masafi Mineral Water Company LLC, senior representatives of the region's major retailers, suppliers and media, comes in the highly popular Orange, Apple, Mango and tropical flavours and is available in 2 litre, 1 litre and 200ml sizes.

The juice launch featured a presentation by the German company Krones International on the new technology that is being used in the production facility of Masafi Juice, a Hawaiian themed tropical dancers and live band that entertained the guests well into the evening. The presentation highlighted the fact that the new bottle is recyclable thereby making Masafi's newest product environment friendly. The juice also uses 'hot fill technology' retaining the juice's distinct freshness for the period it is stored.

Masafi also plans to unveil new product categories soon to further build on its market reputation. 'Through this juice, our core purpose is to deliver fresh, fruit juices from natural ingredients without removing or altering the flavour aroma and nutrition they provide,' said Mr. Abushady.

Currently, Masafi, whose share in the local bottled water market is at 47 per cent, exports 30 per cent of its bottled water products to different countries. The major importers in volume terms are Oman, Kuwait, Japan, Qatar, Bahrain, Saudi Arabia, Afghanistan, Jordan, Djibouti and Syria.