Jasmine water 'first' taps healthy demand

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ABUSHADY: Launch will address demand for beverage alternatives.

Masafi claims to be the first UAE firm to operate in the Jasmine water segment, after the launch of its new variant.

Available in single-serve, 100% recyclable 500ml bottles, the range comes on the heels of the FMCG firm's impressive growth in the category and responds to the region's customer preferences.

The company currently leads the segment with a 34.02% market share (AC Nielsen, May 2008) with its strawberry, lemon, peach and mint-lemon flavoured waters.

"We are delighted to launch the 100% natural Jasmine flavoured water, which is indicative of our innovation strategy, keeping in view our consumers' strong preferences. With the new flavour, we expect a steady increase in our share and consolidation of our leadership across the FMCG sector," said Ashraf Abushady, CEO, Masafi.

"The new flavour is derived from the ever-popular consumption of Jasmine tea, known for helping digestion, anti-ageing and anti-bacterial properties.

Abushady said consumers were becoming increasing health-conscious and looking for beverage alternatives.

Masafi Flavoured Water is produced from its bottled mineral water with a hint of flavour, free from preservatives and artificial sweeteners.

Masafi's hot fill technology has ensured it boasts the only preservative-free line in the UAE. The Masafi Jasmine 500ml flavoured water serving is sweetened with pure cane sugar and has the equivalent calorie intake of a small apple.

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

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