Masafi impresses with growth rate

Masafi Juice, one of the leading juice brands in the region, announced that it has achieved a staggering 37 percent growth in MAT (Moving Annual Total) terms in 2009 compared to previous MAT, making it the fastest growing juice brand in the Supermarket Channel in the UAE.

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.

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.”

Masafi Juice also announced the launch of a new Pineapple flavour to cater to discerning customers’ tastes and preferences. Mr Benjamin added: “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 juice variant follows detailed consumer insights and market trends – both qualitative and quantitative. The fact that 45 percent of our production is exported is indicative of the consumers’ trust in the equity of our brand.”

Masafi, established in 1976, is the leading producer of natural mineral water in the GCC. The company has a product portfolio that includes tissues, juices and the newly introduced Masafi Flavored water. The company has committed AED12.5 million ($3.4 million) towards the development and promotion of the new juice blends. Masafi Juice which contains no preservatives, added sugar or artificial sweeteners and is 100 percent Pure Fruit Juice.