Al Ain Mineral Water has unveiled its new brand image as it looks to broaden its distribution throughout the UAE.

The water, which has been available in the UAE since 1990, already commands the secondleading position in the UAE, with a 23 per cent share of the bottled water market.

The company is confident that its new, more modern and dynamic image will help it make a bigger splashthroughout the country.

In light of the recent growth of the UAE market, and in particular Dubai, Al Ain Mineral Water has increased its sales capability to expand its distribution into this key market, and the NorthernEmirates, with the establishment of a new distribution centre in Al Quoz.

'We already have an extremely strong consumer base in Abu Dhabi and Al Ain, where we arethe clear market leader with over a 40 per cent share,' said FasahatBeg, general manager of Al Ain Mineral Water.

'Our new distribution focus will give more peoplethe chance to find out what our loyal consumers already know - that Al Ain Mineral Water produces a great quality drinking water, of the highest international standards.'

Al Ain Mineral Water prides itself on offering the highest-quality water produced in one of the most modern bottling facilities in the GCC.

It has lower levels of Total Dissolved Solids than other UAE mineral waters, and one of the lowest concentrations of sodium on the market.

'Al Ain Mineral Water also adheres to the US Food and Drug Administration's rules on the chemicalcomposition of drinking water, widely considered to be among the world's strictest.

'This, combined with our strong internal quality control systems, means our consumers have completeconfidence that they will consistently receive a product which is healthy in the purest sense andone of the best tasting in the market,' he said.

The new branding gives the Al Ain Mineral Water a more modern image, while reinforcing itstraditional Emirati roots, as represented by the well-known Al Ain Fort and Arabic-stylecalligraphy featuring prominently on the new label.

'For 17 years Al Ain Mineral Water has been providing people across the UAE with healthy, pure, quality water, and our new branding andincreased marketing support gives us the opportunity to extend that benefit to even more people,' said Ilias Assimakopoulos, chief executive officer of AGTHIA, Al Ain Mineral Water's parent company.

'We're confident our combination of the highest quality and a superior taste will provea big hit.'

Al Ain Mineral Water will be available throughout the UAE in 5-litre, 1.5-litre, 500ml and 330mlbottles, as well as 250ml and 100ml cups.

Emirates Foodstuff and Mineral Water Company (Agthia) is a public joint stock company incorporated inAbu Dhabi, UAE, in 2004 as part of a privatisation process undertaken by the Abu Dhabi Government torevitalise the industry in an increasingly diversified and rapidly developing economy.

The company is listed onthe Abu Dhabi Stock Market and was floated through a successful Initial Public Offering in late 2004.

Fifty-one per cent of theshares are held by General Holding Corporation, an Abu Dhabi Government institution, with the balance beingheld by the general public and institutional investors.

Agthia's current portfolio consists of Al Ain Mineral Water Company - a leading producer of high-quality bottledmineral water, and Grand Mills For Flour & Feed Company - a pioneer in manufacturing and production of thehighest quality flour and animal feed.

Al Ain Mineral Water was established in 1990 and the manufacturingfacilities are situated in Al Ain, in the Emirate of Abu Dhabi. Grand Mills Flour & Feed Company commencedoperations with the flour mill in 1978, while the animal feed production started in 1981.

The manufacturing facilities are located at Port Zayed in Abu Dhabi.