Masafi, the regional market leader in the bottled mineral water industry, won the Retail News Middle East’s ‘Best Marketing Strategy of the Year’ award for its premium juice line — Masafi Juice.

The award was given away at the Retail News Awards ceremony, held recently at the Fairmount Hotel, Dubai.
Tarek Megahed, brand manager - Juices, Masafi, received the award on behalf of the company.
In his comments on the prestigious industry award, Ashraf Abushady, Masafi general manger, said: “The award once again epitomises that Masafi Juice has successfully made a mark as a quality offering.”
Masafi, which has invested more than Dh40 million in the production and marketing of its juice line specifically formulated for the Middle East, says it delivers fresh fruit juices from natural ingredients without removing or altering the flavor, aroma and nutrition. The company was the first in the Middle East to introduce the ‘hot fill’ technology that enables retaining the juice’s distinct freshness for the period it is stored.
Masafi juice is exported to neighbouring countries, East Africa and Southeast Asia.
Masafi has successfully retained its market leadership in the UAE mineral water segment with more than a 40 per cent share.
The company exports approximately 30 per cent of its mineral water, the major importers being Japan, Oman, Kuwait, Qatar, Bahrain, Afghanistan and Djibouti.
It also exports to Germany, the UK, Australia, Taiwan, Pakistan, Morocco, Yemen, Sudan, Bangladesh and the Ivory Coast, among other markets.
Masafi was established in 1976 with a paid-up capital of approximately $5.5 million.
As well as conventional mineral water and juice, its portfolio also covers tissues and flavoured water.