Masafi Juice, a leading juice brand in the region, said it 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 supermarket channel in the UAE.

The juice line also achieved a Brand Equity Index of 3.4 in Q1 2009 – the highest levels since its launch in May 2006, as per a study conducted in Jan-Feb 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 and wants.

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 take pride in this amazing market leadership of Masafi Juice, amidst this challenging time for all businesses. The highest Brand Equity Index for our juice line is a significant development in the broad scheme of things for the company,' he added.

Benjamin said the company’s continuous endeavour was to provide wide range of options to consumers.

'Our constant research and new flavours clearly reiterate our commitment in keeping consumers’ content and the demand for tasty, natural and nutritious juices,' he noted.

'The launch of the new pineapple 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, he added.

The new pineapple flavour, which comes in 1 and 2 litre bottles, offers the 'unmatched taste and health benefits of pineapple in its purest form,' Benjamin said.

In December, Masafi had launched three pure juice concepts to cater to three distinct need-states leading to their juice consumption - 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.

The company has a committed Dh12.5 million ($3.4 million) fund for the development and promotion of new juice blends.

In the juice category the carton packs comprise 32 per cent of juice packaging, while PET bottles constitute 54 per cent and pouches, glass bottles and tins will make up for 14 per cent.-TradeArabia News Service