Masafi wins Superbrands 2012 award for branding excellence
Builds on its market leadership across the Gulf and Middle East
Dubai, June 21, 2012: Masafi, one of the leading FMCG brands in the region, has further re-emphasized its market leadership across the Gulf and Middle East by winning the Superbrands 2012 recognition for Excellence in Branding. The prestigious accolade by Superbrands – an independent authority and arbiter of branding – underlines the strength of Masafi brand in the region.
Masafi was selected from over 1,340 regional brands and judged on a stringent criteria applied by an independent Superbrands Council. The Superbrands award was handed over at a Tribute Event at The InterContinental Hotel in Dubai Festival City last week. Intikhab Alam, Head of Marketing, and Makram Haidar, Category Marketing Manager at Masafi, received the coveted award.
With the award, Masafi also features in the 2012 edition of the Superbrands UAE book, comprising the best brands – from FMCG brands to local family-owned businesses. The Superbrands Book is a key reference material and treasure trove of information for media, corporate executives, marketing teams and professionals across sectors.
In his comments, Intikhab Alam, Head of Marketing at Masafi, said: “Receiving the Superbrands status for 2012 is a powerful endorsement and evidence of our exceptional brand promise and world-class products. It is a privilege to be selected from among so many leading brands from across the region. This award is a reflection of our market leadership and our strategic growth plans in the Gulf and beyond. We are extremely proud of this achievement.”
Masafi was chosen after a rigorous selection criteria set by the Superbrands Council, with over 2,500 professionals representing various sectors invited to vote along with the Council. More than 1,341 leading UAE brands were scored by the Superbrands Council through the online poll and high scoring brands were then designated as Superbrands.
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, Basmati Rice 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 pack 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 five flavours – sea salt, sweet chilly, ‘four cheese’, salt & vinegar and Labneh & Zaatar. The 100% natural Masafi Premium Basmati Rice is the finest quality basmati offering an unique aroma, authentic taste and pure goodness.
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.