Masafi Juice launches Honeydew Melon flavour in Tetra Pak
New juice variant to offer multidimensional health benefits
Dubai, July 10, 2011: Masafi Juice - one of the leading juice brands in the Middle East, today announced the launch of the Honeydew Melon flavour in Tetra Pak. With the new flavour, which offers a healthy option to discerning customers’ tastes and preferences, Masafi Juice comes in six original flavors and juice blends in Tetra Pak.
The new flavour offers the unmatched taste and health benefits of Honeydew Melon in its purest form, extending a rich combination of nutrients such as Vitamin C, potassium and copper, coupled with a low calorie content. The Masafi Honeydew Melon Juice is available in two sizes – 250ml and one litre.
Masafi Juice contains no preservatives, no added sugar, no artificial sweeteners, and are 100% pure fruit juice. The Tetra Pak, which used to come in 200ml sizes, have now been increased to 250ml sizes – with no additional cost to the consumer.
Natascha Edelmann, Head of Marketing at Masafi, said: “Honeydew Melon is an excellent choice for weight control and general health, preventing cardiovascular diseases, high blood pressure, diabetes and cancer. With such health credentials, Masafi is extremely happy to announce its new juice variant with Honeydew Melon. The launch follows detailed consumer insights and market trends – both qualitative and quantitative – and reinforces our commitment to extending value and choice to our customers.”
Honeydew Melon also contains plenty of water too, which can keep the body hydrated during the summer. “The Masafi Honeydew Melon Juice delivers 100 per cent on the critical energy component found in functional foods and ideally suited for the weather in the region. The flavour also provides several key nutrients that are beneficial for a healthy skin. Moreover, its delicious taste will be a definite winner with the children,” added Natascha.
Masafi Juice also come in three 100% pure juice concepts to cater to three distinct need-states leading to their juice consumption i.e. rejuvenation, vitalization and a want of energy. The Masafi blend of Pomegranate, Raspberry, Cranberry & Acai flavours offer the ‘Rejuvenating Effect’ while the ‘Vitalizing Effect’ is achieved by Masafi Apple. The ‘Energy Boost’, the third need-state for consumers, is achieved by Masafi Orange, Honeydew Melon and a combination of Guava, Lychee & Pear flavours.
Masafi, the leading producer of pure natural mineral water in the entire Gulf, was established in 1976 with a paid-up capital of approximately $5.5 million. The company has retained its market leadership for over three decades by providing world-class products which are renowned for their pure natural freshness. This has seen Masafi become the premium reference for bottled mineral water in the entire region. In the process, it has built an extremely strong distribution network to consistently deliver to dynamic market requirements and has continuously upgraded its state-of-the-art equipment to keep pace with technological advances around the globe.
Being a leading brand that delivers to consumer needs, Masafi’s wide product portfolio includes Pure, Natural Mineral Water, Tissues, Juices, Flavored Water and Gourmet (Chips). The mineral water product line comes in bottles of 1.5 litres, 1 litre, 500ml, 330ml (regular and sports) 4 gallon bottles, 330ml kids packaging (regular and sports); mineral water cups in sizes of 250ml, 200ml, and 125ml. All Masafi product bottles are 100 per cent recyclable and only for one-time-use. The tissue line includes boutique fragrant tissues in four scents, floral tissues in purple, pink and green colors, and car tissue boxes. Masafi leads the UAE market in the Brand Equity Index in the water and tissue categories. The hugely popular Masafi Juices come in an array of original flavors and rich fruit blends available in 2 litre, 1 litre and 200ml bottles and a 100% juice blend Tetra Pak product line. The flavored water is available in four flavors -- strawberry, lemon, peach and mint & lemon in 500ml sizes. The Gourmet potato chips come in four flavours – sea salt, sweet chilly, ‘four cheese’ and Labneh & Zaatar.
The company was the first recipient of the ISO 9002 certification in the entire Middle East and was awarded the ISO 9001:2000 certification for developing and maintaining a high standard Quality Management System. Masafi has also been awarded the HACCP (Hazard Analysis Critical Control Points) certification. Masafi is also a member of International Bottled Water Association (IBWA) and Asia Bottled Water Association (ABWA). Masafi Water is tested and approved by NSF International, USA, which carries out annual unprompted audits on behalf of IBWA. Masafi is the first mineral water company in the region to be awarded the prestigious ISO 14001 certification for Environmental Management.