Masafi, a leading producer of pure natural mineral water in Gulf region, has announced its entry into the gourmet food business with the launch of Masafi Gourmet – the company’s food division.

It is a pivotal step towards the group’s objective to provide a premium comprehensive food and beverage portfolio and become a complete FMCG company by 2011 in a sustainable manner, said a company official.

'Masafi Gourmet marks its foray into the gourmet food business with the launch of premium and healthier potato chips,' said Ashraf Abushady, chief executive officer of Masafi. 

'The entry into the gourmet food business is integral to our broad vision of becoming a complete FMCG company.'

'Masafi Gourmet continues our core philosophy to provide premium and quality products to our consumers. The new premium potato chips are 100 per cent Halal and espouse the Masafi brand values that we as a company passionately believe and embrace,' he remarked.

The company has earmarked Dh10 million ($2.72 million) in 2008 towards the development, manufacturing and promotion of the gourmet potato chips, he added.

Masafi Gourmet potato chips come in three flavours – sea salt, sweet chilly and “four cheese”, are 100 per cent natural and free of additives.

'The chips have 65 per cent less saturated fat content compared to other chips available in the market and epitomize the company’s brand values – purity, quality and health,' he explained.

He said this was a major step in its growth strategy, considering that the potato chips category was witnessing a 34 per cent year-on-year growth.

The Masafi Gourmet potato chips undergo a unique and innovative de-fatting process through TAP (Thermal Air Process) to remove the excess oil, Abushady added.-TradeArabia News Service