Masafi unveils kids juice range

Masafi, a leading UAE-based producer of premium mineral water, juice and tissues, has launched its juices in a new range of packaging designed exclusively for children.

The packaging, which features Masafi’ s popular cartoon characters, is part of its campaign to promote its juice line to children across the Middle East and global markets.

Masafi’s apple, tropical fruits, mango and orange juice range is available in the updated packaging, which features Toto the Turtle, Jami the Camel, Octo the Octopus, Flip the Shark and Hoofy the Zebra.

These cartoon characters, first featured on Masafi’s special mineral water packs for children, were also unveiled for the Masafi tissue line for children. “With more and more consumers becoming attracted to products that add value, Masafi is constantly looking at enhancing the look and feel of its products in addition to maintaining their high quality,” said Ashraf Abushady, chief executive officer, Masafi.

“This distinctive new packaging also reflects Masafi’s commitment to raising awareness among the younger generation on the benefits of healthy juices among children.

“Close on the heels of our success among the adult market segment, we aim to further strengthen our presence among children.

“The cartoon characters, which have been a huge success in our mineral water and tissue segments, is being implemented in our juice line for children, who love to have something that is vibrant and fun,” he added.

Masafi Juice, which was launched in May, contains no preservatives and is produced using ‘hot fill’ technology, which helps retain the juice’s natural flavour. Since its launch, Masafi juice has already captured a market share of about 5% in the UAE’s juice sector.

Masafi was established in 1976 and is market leader in the UAE mineral water segment with a market share of more than 40%.

The company exports approximately 30% of its product portfolio to different countries. The major importers are Japan, Oman, Kuwait, Qatar, Bahrain, Afghanistan and Djibouti.

The company also exports to Germany, UK, Australia, Taiwan, Pakistan, Morocco, Yemen, Sudan, Bangladesh, and the Ivory Coast among others.

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