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Mon 11 Jun 2007 02:30 PM

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Masafi expands juice range

Company hopes to build on its 5% share of the UAE's juice market with the launch of new flavours.

Masafi, a UAE-based producer of bottled water and juice, has launched two new variants in its juice range: Soothing Berries, a mixture of blueberries, strawberries, apple, orange and banana; and Truly Caribbean, a mix of pineapple, coconut and banana. Both variants are available across the Middle East and North Africa in 200 ml, one-litre and two-litre bottles.

While the Soothing Berry juice has been available in shops since January, and Truly Carribean appeared on shelves in May, Masafi decided to wait until the products were widely available across the region before staging the official launch in June.

Soothing Berry is already selling strongly and initial customer feedback on Truly Caribbean has also been positive, according to Hynd Aamrani, beverages brand manager for juice, Masafi.

Masafi is supporting the new products with a print campaign and outdoor advertising for the entire Masafi juice range in the UAE.

Masafi is also planning to launch more juice variants this year, according to Hynd. "Innovation is key for us and it has helped us maintain excitement and our growth momentum. We will be sharing new innovations very soon in the market this year," she told ArabianBusiness.com.

Masafi launched its juice range, which includes orange, apple, mango and tropical flavours, in June 2006 and has already managed to capture a 5% share of the juice market in the UAE.

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