Masafi Juice achieves highest equity in UAE since launch

Published December 7th, 2009 - 10:13 GMT

Masafi Juice, one of the leading juice brands in the Middle East, has achieved its highest juice equity in the UAE since its launch in May 2006, according to a study by AC Nielsen – the world’s leading market research agency.


Masafi Juice is currently ranked number 5 in the UAE juice market in the plastic bottles category, enjoying 7% market share. The juice has also achieved unbelievable growth in the tetra category, ranked among the top 10 within a year of its launch, garnering 2% market share in the category.


To coincide with its increasing market share, Masafi Juice also announced the launch of a new Cranberry flavour to cater to discerning customers’ tastes and preferences. With the new addition, Masafi now comes in nine original flavors – Orange, Apple, Mango, Tropical, Citrus, Melon, Berry Mix, Pineapple and Cranberry.


The new flavour offers the unmatched taste and health benefits of Cranberry in its purest form, offering a rich combination of nutrients such as fibre, vitamin C and quercetin, thus extending truly multidimensional health credentials.


Rami Benjamin, Business Development Manager at Masafi, said: “The launch of the new Cranberry flavour epitomizes Masafi’s commitment to extending value and choice to its customers and reinforces its reputation as a byword for innovation and excellence in the region. The new juice variant follows detailed consumer insights and market trends – both qualitative and quantitative. We have based this launch of over 30 years of clinical research which proves that Cranberry has a positive impact on health – be it cardiovascular, cellular, gastrointestinal, oral or urinary tract.”


The juice offers unique A-linked proanthocyanidins which prevents bacteria from causing infection, high antioxidant content to fight radicals that cause cellular damage.


Masafi Juice also come in three 100% pure juice concepts to cater to three distinct need-states leading to their juice consumption i.e. rejuvenation, vitalization and a want of energy. The Masafi Mango and a blend of Pomegranate, Raspberry, Cranberry & Acai flavours offer the ‘Rejuvenating Effect’ while the ‘Vitalizing Effect’ is achieved by Masafi Apple and a blend of Peach, Passion Fruit, Grape and Apricot flavours. The ‘Energy Boost’, the third need-state for consumers, is achieved by Masafi Orange and a combination of Guava, Lychee & Pear flavours.


Over 45% of Masafi Juice production is exported, which is indicative of the consumer trust in the equity of the brand.


Masafi Juice recently received a major international recognition when it was nominated among the five finalists in one of the award categories at the Beverage Innovation Awards 2009 held in Germany.

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