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Tue 12 Jun 2007 06:04 PM

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Perrier brings EAU to UAE

The premium water brand is set to launch its Eau de Perrier in the Middle East.

Perrier is preparing to launch its latest product line in the region this August, starting with the UAE.

Called Eau de Perrier, the water is less gassy and not as strong as Perrier, in order to capture a greater share of the dining market as a table water.

"The product has been available in Europe for the past seven years, but we felt now was the right time to launch it in the Middle East," commented Djamel Touaibi, market development manager, Nestle Waters.

"Available only in a 75cl glass bottle, it will target the table tops as an accompaniment to food," he added.

Set to launch first in the UAE, it will then be rolled out throughout the rest of the region with Qatar and Oman next in line. Touaibi commented that Perrier hopes it will also take some of the business away from soft drinks as a healthy alternative.

Working with its UAE distributor Gulfco since 1972, Perrier first launched its drink in Lebanon more than 75 years ago, followed by Saudi Arabia and Kuwait.

Now distributed in 140 countries worldwide, the company - which is owned by Nestle Waters - produces more than one billion bottles of Perrier each year, with an estimated 15 million earmarked for the Middle East region. This number is expected to rise in line with the number of restaurants set to come online within the next five years.

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