Al Ain Water, a unit of Agthia Group, one of the UAE's leading food and beverage groups, said it has become the country's top bottled water brand, thanks to its strategy of introducing novel and unique products.

Al Ain Water now enjoys the highest market share in terms of both volume (24.5 per cent) and value (22.7 per cent) in its segment, according to the latest data from AC Nielsen.  

Over the last few years, the key product from Agthia’s consumer business division portfolio, has gone from strength to strength by introducing innovative products and expanding its distribution to previously untapped retail channels while gaining a strong foothold at in-store shelf level across the UAE.

This successful commercial mix has clearly won over a diverse consumer base in the country, with the brand now emerging as the preferred choice of bottled water, said a statement from Agthia.

Last September, the company introduced Al Ain Zero which became the first sodium-free bottled water brand in the UAE.

Embraced by trade and consumers alike, Al Ain Zero has further cemented the brand’s dominance in the market as well as its standing as the hydration expert in the UAE.

Earlier in the same year, Al Ain Water strengthened its brand equity with the award-winning ‘Essentials For Life’ campaign that increased awareness about optimum water composition by connecting with the audience on an emotional level.

The campaign’s captivating visuals motivated consumers to embrace an active lifestyle, and celebrated timeless personal values of family, trust, achievement and freedom.   

Fasahat Beg, Agthia’s executive VP (Water, Beverages and Dairy businesses) said: "Becoming the No.1 bottled water brand in the UAE is a significant achievement and we would like to thank our customers, employees and stakeholders who have contributed immensely to our growth story."

"This leadership position has been earned due to our unrelenting focus on producing consumer-relevant products, and responding to the needs of our customers and partners by delivering wholesome and nutritious products, while encouraging a wholehearted and healthy lifestyle," he stated.

Al Ain Water, said Beg, had seized every opportunity to serve its customers as they come to terms with the importance of optimum hydration, and the need for high quality drinking water that has a balanced and healthy mineral composition.

"Our marketing investments, infrastructural enhancements and focus on research and development have helped us strengthen brand loyalty and trust amongst our discerning customers thereby contributing to our leadership position," stated the official.

"We will continue to build on this foundation of success in order to maintain our status as the market leader while exceeding the expectations of our customers in the future," he added.-TradeArabia News Service