Dubai, UAE. February 5, 2012: UAE dairy company, Al Rawabi, has been recognised for its commitment to brand excellence, by the UAE arm of the independent authority and arbiter of branding excellence, Superbrands.

The Al Rawabi brand will now take its place alongside top brands from across a number of sectors, including FMCG, Aviation, and telecommunications to name a few. After being shortlisted by the Superbrands Council's stringent research and selection process involving industry professionals in the world of branding, Al Rawabi was voted the official 'Superbrand' status.

Dr. Ahmed Eltigani, general manager, Al Rawabi Dairy Company, commented on the company's new Superbrands status: "Al Rawabi is a UAE company born and bred and to be recognised as a 'Superbrand' is a significant achievement for us. We have a number of exciting announcements taking place throughout 2012 which we are certain will further prove our worthiness of this Superbrands status."

With its new Superbrands status, Al Rawabi is recognised as one of the top most valuable brands in the region, marking a powerful endorsement and evidence of brand success for existing customers, the media, investors, and stakeholders. Al Rawabi will feature in the latest edition of the Superbrands book, which will trace the history and achievements of the brand and serves as a key reference guide with information that will reinforce Al Rawabi's achievement and success

Mike English, chairman, Superbrands Council Director, Superbrands Middle East said: "Superbrands are delighted to welcome Al Rawabi as a UAE Superbrand in 2012. The Superbrands organisation identifies, recognises and rewards excellence in branding and Al Rawabi has demonstrated by its consistent branding and adherence to best practices that it truly deserves the Superbrands accolade."

Superbrands is an important industry recognition that originated in the UK in 1994. It recognises brands based on their high brand awareness, consumer recall, a credible reputation, corporate social

responsibility (CSR) programmes and strong product offerings. The UAE arm of Superbrands began in 2002 and has since been providing an insight into the country's strongest brands, through evaluating brands according to global standards under designated committees for each country; promoting exceptional brands and the discipline of branding in the region.

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About Al Rawabi Dairy Company (http://www.alrawabidairy.com/eng):
Launched in 1990, Al Rawabi Dairy Co. was the first brand to pack fresh milk in plastic bottles, an instant hit with the consumers which inspired the entire industry to follow suit. It was also the first dairy company to introduce 100% natural juices before others in the region followed. The dairy product range of Al Rawabi extends from fresh milk - full cream, double cream, low fat milk, skimmed and flavored milk to laban, yoghurt (Robivia), and a range of functional health drinks (B-Activ). Al Rawabi juice drinks and desserts are also very popular with consumers. 

Within the first few years of operation, the company grew tremendously to become the foremost producer of milk and milk products in Dubai. The rapid growth of the company has to a large extent been related to its obsession with quality - animal healthcare, temperature control at the sheds, milking techniques, artificial insemination and embryo transfer programmes are amongst the best in the industry. At every stage of the processing of the milk, dairy products and fresh juices, quality standards are stringently adhered to; ensuring that every bottle/pack that leaves the factory meets the exceptional Al Rawabi quality mark. The company's drive to make staff more quality-conscious through intensive staff training, implementing new systems and deploying first-rate information technology, has paid off with the ISO 22000:2005, ISO 9001:2008, ISO 14001:2004 Certifications and HACCP accreditation. 

The increasing demand for fresh juices in the country prompted Al Rawabi to introduce AI Rawabi Orange Juice and later on, mango juice and fruit cocktail, which have since become extremely popular amongst health conscious consumers. Through an effective mix of quality products, Al Rawabi has been able to establish itself as the market leader in the UAE and Oman supplying to over 9,000 outlets in the region. AI Rawabi products are available in the UAE, Oman and Qatar.

© Press Release 2012