Masafi set to flood the region’s water cooler segment

Masafi, a UAE-based producer of mineral water, is set to launch its water in four-gallon bottles in a bid to tap the growing market for water cooler barrels. Masafi plans to make the four-gallon bottles of water available at various outlets and via a special delivery service.

The bottles, which will initially be available in the UAE before being rolled out across the Middle East, differ from the regular five-gallon canisters that are used by most water producers, in that Masafi's bottles are made from non-returnable PET. The bottles are however 100% recyclable, and Masafi will collect used canisters and recycle them for use in non-food industries.

Masafi ruled out entering the growing trade in regular five-gallon water canisters more than a year ago, partly because it wanted to ensure its brand was differentiated from other players in the sector, which all use purified water rather than natural mineral water, Ashraf Abushady, CEO of Masafi, told ArabianBusiness.com. "The bottle is for one-time-use with no refills and hence no chemical residues...making it more hygienic and safer. The bottles are completely recyclable, part of our initiatives to safeguard the environment," Abushady said.

The bottles will fit water coolers, and Masafi will also launch its own brand of coolers.

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