Al Sayer Group injected some Magic into the Gulfood 2007 formula, with the news of an imminent GCC launch of a range of 100% natural energy drinks. The Kuwaiti trading company adds the Magic all-natural range of energy drinks to its extensive portfolio, to cater to regional demand for natural products.
“We could see that many people were concerned about drinking the energy drink; asking whether it benefited or hurt the body, but because it is natural, it will won’t give any negative results,” said Loai N Houran, executive manager, Al-Sayer Soft Drinks Factory.
The Magic range includes three different drinks, all of which contain guarana, which is sometimes referred to as ‘nature’s answer to caffeine’.
The Magic Recovery and Magic Recovery ‘Power your body’ drinks both contain guarana and ginseng, while the Magic Mind Booster contains ginko biloba and guarana, all natural ingredients. The beverages will be positioned as a premium product, targeted at top end F&B outlets, as well as supermarkets in the region, according to Houran. “In terms of the sugar, we use the fructose instead of [normal sugar] which is quite expensive,” he said. “We are extremely excited about adding magic to the lives of consumers throughout the Middle East, and we are in the process of making this drink a household name for health conscious customers around the region.”
Al Sayer launched Magic internationally last year, and now plans to distribute the product across the whole of the Gulf, but Houran was unable to reveal any details of future partners when
RNME
went to press. “We are following up last year’s message that we are serious about [penetrating] the Gulf area. As we speak we are finalising contracts with at least five partners, and very soon the products will be shifted to them – right before summer,” he said.
Taking part in exhibitions is part of umbrella company Al Sayer Group’s new strategy to put its products in the public field and expose its products to the international market. Al Sayer Group has diversified its business interests since it was founded in 1954.
Follow us on
