MUSCAT -- Almarai, the Saudi-based largest integrated dairy foods company in the world, yesterday marked the start of a new journey in fresh juices with the launch of 11 products in a new pet pack.
Almarai is the regional leader in fresh milk and juices, Scott Shankland, Regional General Manager, Lower Gulf, said at the launch ceremony at Radisson SAS Hotel.
Almarai's fruit experts are sent to different parts of the world to identify and source the finest fruit for juice that is patronised by consumers all over the GCC, Shankland said. Though Almarai factory is located in Saudi Arabia as part of a centralised operations strategy, the brand has emerged a regional leader, Shankland added.
Almarai juices are favourably priced in Oman, which is a very price sensitive market, Shankland said. Overall, the world prices of juice concentrates have gone up and hence the corresponding price variations of fresh juices are also felt in Oman. However, the market prices of Almarai products in Oman are lower compared to nearby countries in the region, Shankland pointed out.
The international price of orange concentrates have almost tripled in the last two years and the price of raw materials used in fresh juices are going up, Krishnakumar Menon, Regional Sales Manager, Oman, said. Against this backdrop Almarai has introduced the new fresh juices at attractive prices ranging from 700 baisa per 1.75 litre pet bottle, he added. The new pet bottle design is very dynamic and a great embellishment on the dining table, Shankland said. It is very easy to handle and pour straight from the bottle, he added.
The annual growth in fresh juices in the Gulf region is estimated at about 40 per cent, Shankland said, adding that people are becoming more aware of healthy beverages, particularly fresh juices. Parents are encouraging children to avoid carbonated drinks and instead consume healthy fresh juices, Shankland pointed out. "Sustained research and experimentation is required in order to stay abreast of modern consumer expectations and with the new 1.75 litre container, we have done just that. The company believes that superior quality, naturalness and excellent taste are the ingredients that help move the brand up the value chain and make it the preferred choice of consumers," Shankland said.
"Driven by increasing consumer awareness about health and wellness, the fresh juices category is rapidly emerging as a significant and high growth segment across the globe with a current growth rate estimated at 40 per cent per annum. Market leadership in four out of six regions has propelled Almarai to the position of leading fresh juice brand across the GCC," Menon said. Almarai juices have a shelf life of 28 days, he added.
The Almarai range of fresh juices in its new 1.75 litre pet pack is available at all leading retail outlets in Oman. Almarai is the leading milk, juice and yoghurt brand in Oman, Menon said. Almarai markets a wide range of food and beverage products principally through 34,000 retail outlets across the GCC countries, he added. Every day, eight reefer containers bring fresh Almarai milk, juices and dairy products from Saudi Arabia to Oman by road, Menon said.
By Ebby Chacko George
© Oman Daily Observer 2007
