27/06/2012
With an objective to simplify the traditional Omani coffee, Badee al Juman, a food and beverage company, on Tuesday launched kahwa sachets.
The sachets, a first of its kind in the sultanate, are expected to attract the young Omani generation who are said to be more drawn to international brands than to the traditional kahwa drink.
A single sachet is priced at 300bz and is expected to be available in various malls and supermarkets across the country.
Speaking about the new concept, Hamed Hamoud Altoqi, CEO at Badee al Juman said, "I conceived this idea a long time ago, but it took me almost four years to finally launch the sachets. I did extensive research and conducted various surveys about the kahwa in different waliyats of Oman.
Impressed and inspired by the different flavours of kahwas he tasted in Oman during the research, Altoqi realised that coffee is an integral part of their culture. "Whether in hotels, universities or during festivals, there is not a single proceeding without kahwa."
"We can make half a litre of coffee in a traditional jar. On the same principle, I developed the sachet. One sachet can make half litre of kahwa - to be enjoyed with friends and family," he said.
The sachet contains pure coffee with no spices or any added ingredients. "We don't want to mix any other flavour with the coffee right now, as we want to keep it authentic," said Fahad al Ismaili, commercial advisor, Badee al Juman.
"The convenience with which these sachets can be used, will also encourage young Omanis to use the product. Its fast and easy to make, he added.
Altoqi hopes that the product reaches every governorate of the sultanate and all public and private institutions such as hotels and restaurants, including various tourist spots.
© Muscat Daily 2012
