Masafi gains new taste for flavoured water

Masafi, a UAE-based producer of water, juice and tissues, recently extended its offering with the launch of a range of still, flavoured waters. Masafi flavoured water is bottled mineral water available in three subtle flavours, strawberry, lemon, and peach. The drinks are available in 500 ml bottles and contain no preservatives.

The product uses a ‘hot fill’ technology that enables it to maintain its distinctive flavour, strength and freshness. The water is filled at 85 centigrade into the bottle and the air is removed with a vacuum. The bottle is then capped, allowing it to remain free from preservatives.

The launch is supported by a marketing campaign including outdoor, print, consumer flyers, on-pack communication, sampling and promotions. Ashraf Abushady, chief executive officer said: “Over the years Masafi has recorded horizontal and vertical extensions to its growing product line. The launch of Masafi flavoured water is aligned to our long-term objective of Masafi becoming an FMCG company by the year 2011.

“The commercial beverage market is witnessing the emergence of a pool of offerings to cater to consumers’ needs and desires with the flavoured water segment recording a compound annual growth rate of 14.9%.

Discerning consumers are also becoming increasingly health conscious and look for healthy beverage alternatives.” Abushady added that Masafi’s production extensions such as the flavoured water are a function of the changing consumer needs.

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