100s Of Children Flock To Dubai Creek Park For Fun & Health Bonanza

Dubai: October 3, 2004 - Hundreds of families revelled in the cooler weather and took part in an array of fun-filled activities at the outdoor Fun & Health Bonanza at Dubai Creek Park last Thursday, 30th September. Created by Al Safi-Danone, the event marked the UAE product launch of the Kingdom of Saudi Arabia's largest 100 per cent natural and fresh dairy product company.

The superb facilities and lush greenery surrounding Children's City at the Dubai Creek Park provided the perfect venue for the more that 6,000 families and children attracted to the Al Safi-Danone event. The highlight of the evening was the release of the 10,000 bio-degradable red balloons which formed a 15m-wide smile, part of the Al Safi-Danone 'Smile of Good Health'. The huge smile was released in front of the crowd by Al Safi-Danone Managing Director, Mohammed A. Al Sarhan.

"Al Safi-Danone's launch in the UAE is a major step for us and a key part of our regional expansion strategy. We have successfully launched in Kuwait and Qatar, but our entry into the UAE is very challenging due to the country's multicultural demographics," said Al Sarhan, also Vice President of the Al Faisaliah Group. "Our marketing message has swept across the board, reaching every sector."

The UAE launch was a fun-packed evening with loads of activities for children and the lucky ones who walked away with exciting prizes including a five-day family holiday to Euro-Disney. Other prizes for the evening included a 53 inch Sony TV, home theatre system, 5 Sony playstations and 10 DVD/CD players.

"Our expansion plans will take us to the rest of the GCC States and Yemen, reaching about forty million new customers. We are sure our top-quality, 100 per cent fresh range of dairy products meets consumers' high expectations and will be enjoyed by everyone," Al Sarhan said.

Al Safi-Danone dairy products are now available at all leading supermarkets and grocery stores in the UAE, including 100% natural and fresh Al Safi milk, Danette, the cream dessert in vanilla, chocolate, toffee and crme caramel flavours, Danao Juice Milk, Safio flavoured milk, Danino, Actimel, Activia and yoghurt. The innovative product range has been well received and is already popular with children.

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About Al Safi-Danone
Al Safi-Danone is a joint venture between Al Safi Dairy, 100% owned by Al Faisaliah Group of Saudi Arabia, and Groupe Danone of France. This strategic alliance brings together the largest integrated dairy farm in the world (7,500 hectares and 32,000 cows) with the leading global fresh dairy products company. We combine local heritage and international expertise to provide consumers with innovative and nutritious dairy products.

Internationally, Danone is the number one fresh dairy company, in the world, while Al Safi-Danone is the number one fresh dairy products company in Saudi Arabia. This market leadership is driven by Innovative products such as Danao, Danette, Danino and Actimel. Our processing and packaging plant in Saudi Arabia is one of the biggest dairy factories worldwide, supported by the Kingdom's largest delivery fleet of over 500 refrigerated vehicles, which service 27,000 retail outlets daily through 26 regional distribution centers.

In partnership with Al Safi Dairy Farm, we manage all aspects of the production cycle, from crop growing and milking through to marketing and distribution. This helps ensure that the milk and fresh dairy products we produce today are on your table tomorrow morning.

For further information contact
Melanie Fernandes,
Promoseven Weber Shandwick,
PO Box 50197,
Dubai,
United Arab Emirates.
Tel: +971 4 3210077;
Fax: +971 4 3211711

© Press Release 2004