Masafi has expressed confidence it will achieve double-digit sales growth across its portfolio this year and made progress towards that end by accomplishing a 44 per cent increase in net revenues in the first quarter.

The quarterly performance touched Dh105.4 million ($28.6 million), with volumes growing 21 per cent for the water segment, 25 per cent for juices and 31 per cent for tissues.
In 2008, net revenues were Dh378 million, up 35 per cent, and net profits grew 36 per cent.
Masafi’s 2008 highlights included its entry into the high-end snack business with Masafi Gourmet Potato Chips – a pivotal step towards the company’s objective to providing a premium comprehensive food and beverages portfolio.
It also achieved its highest brand equity index ever for Masafi natural mineral water (as per ACNielsen’s “Winning Brands”). Masafi flavoured water achieved leadership with a market share of 60.9 per cent in the UAE after 1.5 years in the market. (ACNielsen, Retail Audit Oct/Nov 2008).  The water flavours were strawberry, lemon, peach, mint-lemon and jasmine.
The company also launched 100 per cent pure juice blends catering to states with specific consumer needs.
Commenting on the products that generated most sales last year, CEO Ashraf Abushady says: “We still make 60 per cent of our revenue in our core category – natural mineral water. However, after just two years in the market, Masafi Juice is among the top five in the supermarket channel and our flavoured water is segment share leader. We are also on a head-to-head race with Fine for tissues …We enjoy the competition.”
Abushady said Masafi’s snack offerings showed favourable results despite being in the hyper-premium segment. 
“Overall, the buzzword, as of now, is ‘cautious optimism’ - cautious because of the global downturn and optimism in view of the region’s fundamentals… We are fortunate that the governments in the region have accorded priority and are allocating significant resources to tide over the economic crisis.”
Abushady said Masafi would diversify its offerings towards fulfilling its goal of becoming a “total food and beverage company” by 2011.
Under a corporate recycling initiative launched last October, Masafi has collected 13,224 kg of plastic bottles for recycling into non-food applications.