Saudi Arabia’s biggest juice manufacturer plans to increase investment in non-traditional channels.
The general manager of Riyadh-based Al Rabie Saudi Food Co. Ltd, Monther Al Harthi, plans to make “a series of significant investments” to firm up its distribution network, particularly in non-traditional channels.
“Our tactics also include increasing distribution fleets to cover the needs of retailers and consequently the consumer, taking advantage of the growing demand for healthy beverages.”
The company has fired up its expansion plan to incorporate local and export markets, in a bid to strengthen its position in the core businesses of juices, nectars and still drinks, “to achieve both short and long-term growth.”
He told Retail News the company is “keen to expand across the continents to cover the countries within North Africa and Europe, as part of our geographical expansion strategy.”
“Our extensive experience in the booming Saudi market will also help us devise strategies that will address the unique needs of each of our markets. We will continue to invest in niche markets and products, taking our brand value to more consumers.”
Al Harthi said the company has urged its partners to “aggressively market” the Al Rabie brand, and has funded activities to maintain its leadership in the Saudi market, as part of its mission to “expand our market share, penetrate new markets and acquire successful leads.”
Promotional drives with retailers including Panda, Géant, Carrefour and Al Othaim in the Kingdom will prove central to its wider efforts, such as ramping up investment in distribution fleets “and other assets to maintain growth and competitiveness. In addition, we will be reinforcing our market share by introducing a new range of products to meet consumers’ demands.”
To highlight the brand’s ‘Health for All’ motto among consumers, Al Harthi has identified the need to pinpoint successful product categories and target market groups with strong potential in order to achieve long-term growth. “At the same time, we are aiming for short-term growth by intensifying the company’s marketing efforts.”
An expansion of the company’s portfolio will be a powerful vehicle for growth, and he admitted “we will carry out re-branding exercises whenever we find a definite need for it.” The firm recently launched Awal Qatfa, a ready to eat range of beans, in addition to Ennaby, a range of fruit juices, as part of its steadfast concentration on niche and healthy products.
“At the time being, our main concern is to expand our existing portfolio and accomplish our objectives and execute our plans to increase awareness on healthy foods and beverages,” Al Harthi said.
“Al Rabie and Awal Qatfa products are attaining high levels of acceptance and demand within all our markets. The statistics prove an increasing market share due to high production level that reaches 800 million litres per year in Saudi Arabia, when the beverage industry in KSA is expected to grow from 8% to 10% per year.”
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