Leading Saudi beverage producer Aujan announced that its 2003 exports to the US and UK markets increased by 32 per cent and 46 percent respectively, in comparison with last year’s figures.

Based in the Eastern Province and home of the popular Vimto and Rani brands, Aujan exports over 10 million litres of juice to over 30 countries annually, with 15 percent of the total volume sold in the US and UK.
“Saudi consumers assume that because we are a Saudi company, we have, at best, regional export coverage; but Aujan is a truly international company. Rani is now available in some of the best-known supermarkets in the UK,” said Ahmed Al Mubarak, Aujan’s commercial manager in an interview at the company’s headquarters in Dammam. “We also export Vimto to the US as consumers there also regard it as a drink without equal.”
Other exports go to South Africa, Mauritania, Sudan, Egypt, Pakistan, Lebanon, Syria, Iran, India, the Maldives and Canada.
 “It will surprise many people to learn that a Saudi company exports Rani fruit drink to South Africa, a country rich in fruit products, or even to India, where some of our ingredients originate,” Ahmed said.
“It is a source of great pride to the company that we have managed to break into some of the world’s most competitive markets and into some of their best-known supermarkets and stores with ‘Made in Saudi Arabia’ products.”
The success in expanding Aujan’s export market has been accelerated by major developments and operational enhancements in the company. Earlier in 2003 it was converted from a limited-liability company to a joint-stock company, a move designed to increase organisational and management efficiency.
Additionally, the company saw the completion of a $30-million upgrade in its production and packaging facilities. Aujan now produces beverage products in all packaging formats, and has the ability to cater to a wide range of tastes, age ranges, and preferences.
“Our products are packaged in cans, PET bottles, non-returnable glass bottles, and in Tetra Pak cartons, allowing Aujan great flexibility and the ability to ensure continued innovation and choice for both customers and consumers,” said Bader Aujan, the company’s managing director.
Founded in 1905, Aujan produces some of the world’s best-known brands, including Vimto, Barbican, and Canada Dry. The company has also successfully launched several high-profile brands of its own, including Rani fruit drink and the children’s drink Hani, simultaneously pioneering the introduction of advanced packaging technology to Saudi Arabia. Aujan is also the sole distributor of Cadbury’s chocolate and Wrigley’s chewing gum to the kingdom. It reported its annual turnover is $200 million.
One of the first companies to mass produce beverages in the Middle East, Aujan’s annual capacity has grown to more than 250 million litres and 750 million packages in a plant that covers 70,000 sq m. It is rated among the top 100 companies in Saudi Arabia.
The state-of-the-art factory includes an aseptic PET bottling line, a high-speed non-returnable glass bottling line, five aseptic Tetra Brick packaging lines, a dedicated Vimto Cordial glass-filling line, two hot-filling juice canning lines, a carbonated can-filling line, a state-of-the-art computer-managed process block, a syrup preparation plant and full R&D facilities including a trial packaging line.
The products are transported to more than 27,000 outlets a week in 300 vehicles, many of them refrigerated.  All vehicles are fitted with Polestar global positioning systems for pinpoint tracking to ensure the most efficient distribution and merchandising support, the company said.
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