Masafi Juice grows 37% this year

Masafi Juice, one of the leading juice brands in the region, has achieved a 37 per cent growth in MAT (Moving Annual Total) terms in 2009 compared to previous MAT, making it the fastest growing juice brand in the UAE.

The juice line also achieved a Brand Equity Index of 3.4 in the first quarter 2009 – the highest levels since its launch in May 2006, as per a study conducted in January-February 2009. The Brand Equity Index is based on consumers' responses across three basic criteria – willingness to pay a price premium; favourite brand and the brand they recommend most to friends and family.

Masafi Juice also announced the launch of a new Pineapple flavour to cater to discerning customers' tastes and preferences. The launch comes close on the heels of innovative proprietary flavour blends unveiled by Masafi in line with different consumer need-states.

Rami Benjamin, Business Development Manager at Masafi, said: "The success of Masafi juices is driven by our innovative blends coupled with its pure, natural freshness. We pride in this amazing market leadership of Masafi Juice."

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