Masafi, the region’s market leader of bottled mineral water, has announced the launch of its latest product line – Masafi Still Flavoured Water.

The new product makes Masafi the first and currently the only UAE company to enter the segment.
Derived from the company’s flagship mineral water brand, Masafi Flavoured Water is bottled mineral water, accented with a hint of flavour and no preservatives. The product is a refreshing and tasty alternative to sodas and other sweetened drinks, the company says. The product will be available in three flavours of strawberry, lemon and peach in 500 ml sizes.
Announcing the launch of the flavoured water, chief executive officer Ashraf Abushady said: “Over the years Masafi has recorded horizontal and vertical extensions to its growing product line. The launch of Masafi Flavoured Water is aligned to our long-term objective which sees Masafi becoming an FMCG company by the year 2011.” Abushady said discerning consumers were becoming increasingly health conscious and look for healthy beverage alternatives.
“In addition to our long-term strategies – our production extensions are a function of the changing needs and wants of the consumers. As a company we are committed and are driven by our credo – premium products for better life.”
The product uses the revolutionary ‘hot fill technology’ that enables it to maintain its distinct flavour strength and retain its distinct freshness. The flavour is first filled at 85 deg centigrade into a bottle and air is removed with vacuum. The bottle is then capped so it does not need to contain preservatives. The product has a significant energy component offering 25 K cal/100ml.
Masafi has successfully retained its market leadership in the UAE mineral water segment with more than 40 per cent share. It exports around 30 per cent of its product portfolio, the major importers being Japan, Oman, Kuwait, Qatar, Bahrain, Afghanistan and Djibouti. The company also exports to Germany, the UK, Australia, Taiwan, Pakistan, Morocco, Yemen, Sudan, Bangladesh, and the Ivory Coast, among other countries. Masafi was established in 1976 with a paid-up capital of around $5.5 million.