'Essentials for Life' aims to strengthen brand's emotional connect with consumers

Company invests approximately AED 65 million to boost production capacity by 45 per cent in the UAE

Dubai, UAE 28 January 2016

In a bid to further reinforce its market position, Al Ain Water -the leading bottled water brand in the UAE, has rolled out the 'Essentials for Life' proposition to step up its efforts towards tapping into the growing health conscious trend among consumers in the UAE. Al Ain Water is a key product in Agthia's Consumer Business Division portfolio.

Elevating the "Balanced Water" drive launched earlier this year, 'Essentials for Life' aims to increase public awareness about optimum water composition, while enhancing brand awareness and developing a higher emotional connect with consumers. The campaign's use of captivating visuals and monochrome photography harnesses the 'Keeps You Moving' marketing campaign introduced in Q3 2015, to reflect the brand's attitude of uncompromising quality and heritage.

Underlining the thought behind Essentials for Life, Fasahat Beg - Executive Vice President of Agthia Consumer Business Division said, "Our new campaign aims to inspire people to embrace the vital components to lead a healthy and purposeful lifestyle, in addition to highlighting Al Ain Water's balanced mineral composition. Essentials for Life' is a step towards an emotional and brand-led execution which will enhance our consumer connect, focusing on timeless personal values such as family, trust, achievement and freedom."

Al Ain Water is in the process of expanding its bottled water production capacity in the UAE by 45%, entailing an investment of approximately AED 65 million, expected to be completed in early 2016. "As a leading bottled water brand, we don't just aspire to keep up with the rising demand, but also actively build success stories through delivering both functional and emotional benefits for a fulfilling life," said Fasahat.

Through this campaign Al Ain Water and Agthia will continue to drive a growing understanding of wholehearted living for its consumers. This is in line with the Company's commitment to provide a wide range of wholesome and nutritious consumer-relevant products, while encouraging wholehearted and healthy lifestyle.

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About Agthia:
Agthia Group is a leading Abu Dhabi based food and beverage company established in 2004. The Company is listed on the Abu Dhabi Securities Exchange (ADX) and has the symbol "AGTHIA". 51 percent of the Company's shares are held by Senaat (General Holding Corporation), an Abu Dhabi Government entity, with the balance held by retail and institutional investors.

The Company's assets are located in the UAE, Oman, Egypt and Turkey. Agthia offers a world class portfolio of integrated businesses providing high quality and trusted food and beverage products for customers and consumers across the UAE, GCC, Turkey and the wider Middle East. Agthia employs over 3,000 employees and has two business divisions in various food and beverage segments:

·         Agri Business: UAE - manufacturing, distribution and marketing of Grand Mills, the leading high quality flour, and Agrivita, leading animal feed products

·         Consumer Business: UAE - manufacturing, distribution and marketing of several brands including Al Ain water; Al Bayan water; Capri-Sun juices; Yoplait fresh dairy products. Oman: Al Bayan water; Egypt - Al Ain tomato and chilli paste, and fruit puree. Turkey - Alpin, natural spring bottled water. www.agthia.com

For more information, please contact:
Raee Public Relations,
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email: b.sheetal@raeeme.com   

© Press Release 2016