Masafi gets a bit of Magic

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Loai Horan (left) and Ashraf Abushady.

Masafi has won the rights to distribute Magic energy drink in the region.

Owning the rights to Magic in the Middle East, Al Sayer Soft Drinks Factory produces the energy drink at its factory in Kuwait, and also distributes the drink in the kingdom. The new deal however, allows Masafi to distribute Magic in the GCC, Iran, Iraq, Jordan and Sudan.

Wanting to capture 10% of the energy drinks market in the region within the first year of operation, Masafi already has a large beverage product portfolio including water, juice drinks and flavoured water.

"The growth in the energy drinks market is unbelievable, with the GCC market worth approximately AED500 million ($136 million), which in terms of volume means more than 20 million litres of energy drinks consumed each year," commented Ashraf Abushady, CEO of Masafi.

With the drink present in Kuwait since 1998, Loai Horan, general manager of Al Sayer Soft Drinks Factory said they had undertaken research in the marketplace to ensure there was room for another energy drink in the region.

"Our research showed there was a greater need for a natural energy drink, and our unique selling point is that there is no taurine in our drink. Instead, it contains guarana and ginseng, so it is a natural energy provider," said Horan.

With an estimated 20% of the distribution of Magic solely for the restaurant and café industry, Abushady added that while Masafi will be targeting a number of countries, the company's key markets would be the UAE and Saudi Arabia.

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