25 March 2009
Emirates Foodstuff and Mineral Water Company (Agthia) started distributing Capri Sun in the country yesterday and is in the process of relaunching the entire range of Capri Sun Juices with new branding and advertising campaigns in the region.
"We are starting a new phase of expansion for Al Ain Mineral Water Company, where it will acquire and build various other products and brands that will complement our core business of purified drinking water," said Fasahat Beg, General Manager of the company.
Agthia's subsidiary Al Ain Mineral Water Company, which is the number two drinking water brand in the UAE, with a market share of 23 per cent, will now add Capri Sun to its portfolio as a stand-alone division.
Agthia had signed an agreement in February 2008 with the German-based Wild Group to exclusively manufacture and distribute Capri Sun/Capri Sonne fruit juice in the GCC, except Saudi Arabia.
"For a company that has just been privatised and rebooted in 2006 when Abu Dhabi Government privatised the establishment, it is a giant leap forward to international standards," said Beg.
Explaining this newly-acquired status he said, "It is the likes of Coca-Cola and Kraft, who are regional distributors of Capri Sun, and we, at Al Ain Mineral Water company, will be working towards achieving the same standards of international operations and proficiency."
"Al Ain water is one of the leaders in its segment and enjoys the heritage of quality and brand recognition in the region. Complemented by this, we will elevate Capri Sun in its reach in the local markets all over the Gulf," added Beg.
Since the privatisation of the company, Al Ain Water has undergone a drastic branding and communication exercise and the "market spend since then has increased by almost 100 per cent," said Beg.
"We had a good start with established repute of the product but in its new form, the company had plans to expand and fill in the niche gaps," said Beg.
"The market spend is unlikely to see any drop even under the current circumstances of international economic crisis as we have noticed no significant drop in the consumption of our products," he added.
"In fact, looking at the current market scenario and the acceptance of our new range of products, the company is confident to launch new range, new products and enhance its branding and advertising campaigns."
Capri-Sun, the third largest fruit-juice brand globally, is also the world's number one Kids' Juice drink with UAE being one of the highest per capita consumption markets in the world. Capri-Sun is produced in 18 countries and is enjoyed by children in more than 100 countries.
Al Ain Mineral Water has initially signed a distribution agreement for 10 years with Germany-based Wilde company. It produces the second-leading bottled water brand in the UAE, but has a strong heritage and tradition in Abu Dhabi.
It is a number one choice in Abu Dhabi and second in the rest of the country.
The company is listed on the Abu Dhabi Stock Market. Fifty-one per cent of the company shares are held by General Holding Corporation, an Abu Dhabi Government institution, with the balance held by 110,000 Emiratis general public and institutional investors.
Emirates Foodstuff and Mineral Water Company (Agthia) started distributing Capri Sun in the country yesterday and is in the process of relaunching the entire range of Capri Sun Juices with new branding and advertising campaigns in the region.
"We are starting a new phase of expansion for Al Ain Mineral Water Company, where it will acquire and build various other products and brands that will complement our core business of purified drinking water," said Fasahat Beg, General Manager of the company.
Agthia's subsidiary Al Ain Mineral Water Company, which is the number two drinking water brand in the UAE, with a market share of 23 per cent, will now add Capri Sun to its portfolio as a stand-alone division.
Agthia had signed an agreement in February 2008 with the German-based Wild Group to exclusively manufacture and distribute Capri Sun/Capri Sonne fruit juice in the GCC, except Saudi Arabia.
"For a company that has just been privatised and rebooted in 2006 when Abu Dhabi Government privatised the establishment, it is a giant leap forward to international standards," said Beg.
Explaining this newly-acquired status he said, "It is the likes of Coca-Cola and Kraft, who are regional distributors of Capri Sun, and we, at Al Ain Mineral Water company, will be working towards achieving the same standards of international operations and proficiency."
"Al Ain water is one of the leaders in its segment and enjoys the heritage of quality and brand recognition in the region. Complemented by this, we will elevate Capri Sun in its reach in the local markets all over the Gulf," added Beg.
Since the privatisation of the company, Al Ain Water has undergone a drastic branding and communication exercise and the "market spend since then has increased by almost 100 per cent," said Beg.
"We had a good start with established repute of the product but in its new form, the company had plans to expand and fill in the niche gaps," said Beg.
"The market spend is unlikely to see any drop even under the current circumstances of international economic crisis as we have noticed no significant drop in the consumption of our products," he added.
"In fact, looking at the current market scenario and the acceptance of our new range of products, the company is confident to launch new range, new products and enhance its branding and advertising campaigns."
Capri-Sun, the third largest fruit-juice brand globally, is also the world's number one Kids' Juice drink with UAE being one of the highest per capita consumption markets in the world. Capri-Sun is produced in 18 countries and is enjoyed by children in more than 100 countries.
Al Ain Mineral Water has initially signed a distribution agreement for 10 years with Germany-based Wilde company. It produces the second-leading bottled water brand in the UAE, but has a strong heritage and tradition in Abu Dhabi.
It is a number one choice in Abu Dhabi and second in the rest of the country.
The company is listed on the Abu Dhabi Stock Market. Fifty-one per cent of the company shares are held by General Holding Corporation, an Abu Dhabi Government institution, with the balance held by 110,000 Emiratis general public and institutional investors.
By Vigyan Arya
© Emirates Business 24/7 2009
