Masafi captures 65.6pc share of UAE's flavoured water market

DUBAI — Masafi, one the leading brands in the fast moving consumer goods (FMCG) market, has introduced another flavoured water product, in mint lemon, following a 65.6 per cent market share six months after the launch of its product in the non-carbonated flavoured water segment.

By A Staff Reporter

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Published: Mon 23 Jul 2007, 9:01 AM

Last updated: Wed 12 Apr 2023, 1:25 PM

Noting that UAE's flavoured water industry is posting a 14 per cent year-on-year growth, Masafi yesterday said in a statement that Lemon Mint is being introduced "in line with the impressive growth of its flavoured water category..."

A regional leader in bottled mineral water, Masafi launched earlier this year its 500ml flavoured water product in three flavours, namely strawberry, lemon and peach. It said the product is bottled mineral water laced with fruit flavour, but has no preservatives.

It said the product is a good alternative to sodas and other sweetened drinks, adding that a significant market share shows the consumers' preference for Masafi products. "With the introduction of the new flavour...we expect a steady increase in our share and consolidation of our position in the market," said Natascha Edelmann, head of marketing, Masafi.

Masafi holds a 40 per cent market share in the UAE mineral water segment, distributing some 20 million cases or 320 million bottles across the country and posting a total revenue of Dh273 million in 2006.

It exports some 30 per cent of its products to some other Gulf states and to Japan, Germany, the UK, Australia, Taiwan, Pakistan, Morocco, Yemen, Sudan, Bangladesh and the Ivory Coast, among others.

The statement said Masafi's flavoured water product uses the "hot fill technology", which involves the filling of a flavour at 85 degrees Celcius into a bottle, where the air is removed using a vacuum equipment, thus retaining the flavour and freshness.

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