By Staff writer
Al Eid Food Company (Afco), a Kuwait-based distributor and packer of food products, is launching a new range of products in Kuwait, from KSA-based food and drink producer Alwaha. Afco views the new products as an important part of the company’s strategy to increase its market share in Kuwait and eventually list on the Kuwait Stock Exchange, Mohammed Al Mutairi, Afco’s general manager, told Retail News Middle East.
Afco is bringing three new drinks to Kuwaiti consumers, including an energy drink called Power Mix; Mango Float, which is a fruit drink containing real mango pieces; and Eat and Orange, a recently-developed variant on Alwaha’s Float range.
Al Mutairi said that while Afco, which already distributed various Alwaha products in Kuwait, has already seen its sales grow significantly in the past year, further increases are expected after Alwaha redesigned its ‘float’ brand and launched its new mango variant. He added that Afco hopes to increase its market share in Kuwait’s float category by promoting Alwaha’s mango variant, as well as its new Eat and Orange range. “We introduced a new concept, Eat and Orange, which is a premium product with extra float,” Al Mutairi said. “Almost everything from the orange is in there. This is premium and even retail pricing is higher. This is a new concept and we feel that with advertising we should have a good market share in the Kuwait market.”
Similarly, Afco also hopes to gain a strong presence in Kuwait’s energy drinks sector, which is currently dominated by Red Bull, the category’s market leader with a 55% market share, and number-two player, Magic, which has a share of about 12%. Afco hopes to gain a 10% share of the Kuwait energy drinks sector in its first year, and 20% in the second year, according to Al Mutairi. He added that the company claims Power Mix has an advantage over some of its rival energy drinks because it contains healthier ingredients.
“We have a different concept from the normal energy drink,” he said “We have honey and ginseng instead of taurine, and our caffeine level is almost the same as regular cola.” Afco is also targeting a wider consumer audience than many other energy drink brands. Afco intends the drink to appeal to people between the ages of 20 years and 60 years.