Al Rawabi beat competitors in the 'best new health food or beverage ingredient' category.
Dubai, February 27, 2012: Al Rawabi, the leading producer of milk products and juices in the GCC, has claimed a prestigious Best New Health Food or Beverage Ingredient' award at this year's Gulfood awards.
In the face of stiff competition, Al Rawabi won the category with its NutreeBoost drink, which is a functional Laban enriched with Oats, vitamins and minerals. Available in three delicious variants- Mango, Strawberry and Orange, the winning drink is highly targeted at young people, aiming to provide them with a healthy energy boost throughout the day.
"We are very proud and happy to have won this award for our new NutreeBoost drink at what is now the most prestigious and influential gathering of the food industry in the region. It's not only a great achievement for us as a company, but it also shows the public how committed we are to our promise of quality, innovation and freshness. We are constantly trying to improve our product range with new, and pioneering blends and healthy recipes," said Dr. Ahmed Eltigani Abdul Rahim, General Manager, Al Rawabi Dairy Company.
The Gulfood awards have strongly established themselves as the region's leading and most prestigious accolade for companies working in the food production industry. With 24 awards in nine categories, the awards aim to recognise and champion innovation, the highest level of service and the best standards. The annual awards are a significant step in helping to boost the reputation of the region for the manufacturing and production of world class food and beverages.
Over the last two decades Al Rawabi has grown significantly, in order to become one of the leading producers of dairy products and juices in the region. The company's primary goal and driver of success is the focus on quality, innovation and freshness. As the company continues to grow and expand it is constantly looking to broaden its brand portfolio and the NutreeBoost product is an important part of that growth strategy.
According to Forbes magazine, Al Rawabi is one of the 40 strongest brands in the Arab world and has achieved all of the top quality benchmarks including the ISO 22000 HACCP Food Safety Management System.
About Al Rawabi Dairy Company (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 flavoured milk to laban, yoghurt (Robivia), and deserts as well as a range of functional health drinks such as Nutree Boost which 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 control and the use of best practices in its farms in all areas such as animal healthcare, temperature control, milking techniques, and reproduction cycles which are amongst the best in the industry. At every stage of the processing of the 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 14001:2004 , ISO 22000:2005, ISO 9001:2008, 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, and Qatar supplying to over 10,000 outlets in the region.
© Press Release 2013
