RIYADH, 5 September 2006 -- A Saudi company launched a new range of food products Sunday with a state-of-the-art packaging technology in the Kingdom that would revolutionize the food industry in Gulf region. Al-Rabie Saudi Foods Company introduced ready-to-eat vegetables and fruit products including beans, diced tomatoes, carrot in attractive packages that could be opened easily and thrown away after use without causing environmental problems.
While introducing the newest product range under a brand name "Awal Qatfa" packed in Tetra Pak's revolutionary packaging Tetra RecartTM, Monther Al-Harthi, managing director of Al-Rabie, announced that the presentation was held for Al-Rabie's clients and business partners to introduce the new brand "Awal Qatfa".
The brand will deliver to consumers a wide range of food products starting with launch variants of traditional Arabic beans.
He pointed out that "Awal Qatfa" will be able to expand its market share into the traditional vegetable canned food market estimated at a value of SR95 million annually.
In addition to investing in the new technology, Al-Harthi said Al-Rabie will be heavily investing in building the new food brand "Awal Qatfa", which the company plans to sell through distributor agreements that will be negotiated throughout the GCC countries.
The Tetra RecartTM packaging technology will allow "Awal Qatfa" to lead the market change with the system in operation from last month. "Awal Qatfa" is being launched shortly after Al-Rabie finalized its agreement with Tetra Pak Saudi Arabia by investing substantial amount in the development and production of the new packaging solution Tetra RecartTM.
"Tetra RecartTM will transform the face of food packaging in the GCC market," confirmed Amar Zahid, managing director of Tetra Pak Saudi Arabia.
"The convenience of the package to the consumer and the potential it has to broaden the scope of foods available in well protecting, lightweight, easy to open, hygienic and recyclable packaging is a remarkable step forward in the food industry," he added.
"The main focus during the development of the new cartons was on providing consumers with greater convenience -- with easy and safe handling -- and the ease of opening and serving," Zahid said.
He added that another benefit is that when kept unopened, the contents stay fresh and healthy without the need for refrigeration for up to one year. "The package itself also delivers economies in transport, improving loading efficiency with consequent reduction in fuel use, protecting the environment."
By Mohammed Rasooldeen
© Arab News 2006
