AGTHIA catches the Sun

Emirates Foodstuff and Mineral Water Company PJSC (AGTHIA) has signed a deal with Germany's WILD Group to exclusively manufacture and distribute Capri-Sun in most of the GCC markets.

Al Ain Mineral Water Company, a subsidiary of AGTHIA, currently holds a 23% market share in the UAE and will add Capri-Sun to its portfolio as a standalone division.

Ilias Assimakopoulos, CEO of AGTHIA said the Capri-Sun partnership is central to its strategy to transform Al Ain Mineral Water into a full beverage company.

"We are extremely excited about this new venture and we believe that Capri-Sun will be a perfect complement to our existing product range. Capri-Sun is a well established brand in the UAE with tremendous growth potential not only in the UAE, but in other GCC markets as well," he said.

"At AGTHIA, we feel it is our responsibility to provide consumers with products which are healthy in the purest sense, and which have built their reputation on quality."

AGTHIA will manufacture and distribute the well-known brand across all of the markets excluding Saudi Arabia, from the first quarter of 2009.

Capri-Sun, the third largest fruit juice brand globally, is produced in 18 countries and is famous for its ‘all natural' ingredients and the trademark ‘stand-up pouch' made of an extremely thin multi-layer foil.

H.E. Rashed Mubarak Al Hajeri, chairman of the AGTHIA Board said the company's "great domestic history, eyeing towards regional expansion, we believe AGTHIA is on the right track. Partnerships with Wild & Capri-Sun will help us climb to the top of the FMCG tree."

Capri-Sun has advanced its presence greatly in the UAE since its launch two years ago, according to Capri-Sun's area sales director Farhan Siddiqi.

"A generation has grown up enjoying Capri-Sun as a brand, which is still very dear to them. We believe AGTHIA with its professional management team, understands this aspect very well and what it takes to keep this spirit alive for the next generations to come," he said.

"We are very confident that a partnership with such a reputable group, as AGTHIA, will help the brand lead the kids juice segment throughout the GCC region," he added.

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