Masafi, a leading food and beverage brand, has launched its premium Basmati rice brand, in a move towards becoming a complete FMCG (fast moving consumer goods) company.

The 100 per cent natural Masafi Select Premium Basmati rice is the finest quality basmati offering a unique aroma and authentic taste, a statement said.
Masafi Select Basmati rice is sourced from the foothills of the snow-clad Himalayan mountain range in India, it added.

Each grain of Masafi Rice embodies all the attributes of a true basmati – smooth, pearl, extra fine and extra long. The average grain length of Masafi rice is 8.34mm, compared to other basmati rice which averages around 7mm.

“We are pleased to augment our world-class product portfolio with the Premium Select Basmati Rice. Since time immemorial, Basmati Rice has been on Royal Menus of various cultures and we are happy to bring Masafi to this elite table,” said Natascha Edelmann, head of Marketing, Masafi.

“Coming with a superior characteristic taste/aroma, hygienic packaging and sublime taste, the fat-free and healthy Masafi Select Basmati Rice is set to delight gourmets and food connoisseurs across the region and beyond with its delectable aroma.”

“The all-new Masafi Select Premium Basmati Rice perfectly espouses the brand values that we as a company passionately believe and embrace. The rice is a perfect balance that promises an alluring taste, and promises good health. The launch of our Select Basmati rice brand is a major step in our vision to become a complete FMCG company and conquer more share of consumer hearts in the process,” she added.

The Masafi Select Premium Basmati Rice is 99 per cent fat free, cholesterol free, gluten free and salt free and offers high nutritional content, the statement said.

The brand team has developed a media plan including print, point-of-sale and outdoor advertisements for the campaign, apart from free sampling and special Ramadan offers. – TradeArabia News Service