The tie-up eyes to capture 20% share of the energy drink market in the region within 5 years
DUBAI - Al Sayer Soft Drinks Factory, a member of Al Sayer Group, a renowned trading giant and industry leader in Kuwait, today announced its partnership with Masafi Co. to carry out distribution of Magic natural energy in the Gulf region. The announcement was made at a press conference held here in Dubai on 11th June, which follows the signing of the partnership agreement that took place in Kuwait on the 3rd June. Al Sayer has invested over $10 million to support Magic natural energy in Kuwait markets in 19978. The current estimated consumption of energy drink in the region is 20 million litres per day with Kuwait's markets alone accounting for 1.25 million litres. Al Sayer to capture 10 per cent energy drinks market of the UAE in first year.
The press conference was attended by Ashraf Abushady, CEO of Masafi Co., Loai Horan, General Manager of Al Sayer Soft Drinks Factory, along with Mohamed Al Ghurair. The high profile officers from Masafi Co., Al Sayer and an elite business community of the region also attended the ceremony.
Commenting on the move, Loai Horan, General Manager of Al Sayer Soft Drinks Factory said: "Since its inception in 1998, Magic has established itself as a popular brand among consumers. Al Sayer-Masafi synergy will further propel the brand across the region." "In order to establish a regional demand for our natural
product as well as meet increased interests; We are extremely excited about adding Magic natural energy to the lifestyles of consumers as a premium natural brand appealing to the health conscious also", Horan added
Ashraf Abushady, Chief Executive Officer at Masafi Co., stated: "Today's fast changing lifestyles has created the need for beverages that are ready-to-drink and 100% natural. Masafi-Al Sayer synergy is to offer the consumers with uniquely refreshing offerings such as Magic natural energy to fulfill their daily needs. With the consolidation of widest and the strongest distribution network of Masafi Co. and the most established operational capabilities of Al Sayer Soft Drinks Factory in the region, Magic natural energy will be available to the consumers very soon."
Made from all natural ingredients, Magic natural energy is nature's recipe to attain alertness, concentration and focus in today's complex environment.
Magic provides the body with an energy kick while sharpening senses, quickening reflexes and enhancing coordination. All this makes it the most suitable for revitalizing physical and mental energy. Al Sayer anticipates that this Swedish natural energy drink will bring a unique offering to the fast burgeoning marketplace for energy drinks in the region.
"In today's stressful lifestyle, it is becoming increasingly important to recoup day's energy, physical strength and mental well-being. With the unique blend of selected natural ingredients, Magic energy drink formulation works in various stages with a carefully balanced combination of Guarana, Ginseng and other active ingredients for a long-lasting effect, said Horan.
The Magic range of products comprises of Natural Energy, Mind Booster, Recovery and Recovery with peach and red berry flavours. Based on the Swedish formula, Magic Energy drinks provide a natural form of energy kick for both the mind and body.
Masafi, with the paid-up capital of approximately US$5.5 million, has invested heavily in projects that benefit the community, sponsored international sporting events such as Dubai Desert Classic and the ATP tennis championships, and partnered with the international humanitarian and medical relief organization, Medecins Sans Frontieres, to create awareness and generate funds for refugees around the world. The partnership with Al Sayer is an addition to its already established client portfolio.
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About Al Sayer Soft Drinks Factory W.L.L. (ASDF):
Al Sayer Soft Drinks Factory W.L.L. (ASDF) was established in 1977, and is one of the leading beverages producers in Kuwait and in the region. ASDF provides ideal solutions for a wide range
of production and packaging requirements. The growing portfolio of renowned brands that they represent, produce, and market includes RC Cola. In 1998, the company launched Magic energy drink in Kuwait and having Magic's distribution and bottling rights for the GCC, the Levant and the North Africa. For more details of the varied company portfolio, please visit the below websites http://www.alsayeronline.com/ or http://www.naseralsayergroup.com.
Al Sayer Group, established in 1954, is a reputed group and is engaged in general trading and car imports. Since then the company has been expanding and diversifying. Naser Mohammad Al Sayer group was founded in 1958 by the current chairman himself, Naser Mohamed Al Sayer. This privately owned group of companies is active across a diverse range of products and services that include Automotives, Industrial Equipment, Tires, Oils & Paints, Car Rental & Leasing, Insurance, Supply Chain Solutions, Food & Beverage and Overseas Investments. The company's core objective is the dedication to uphold their corporate philosophy of the highest standards of customer care.
About Masafi:
Masafi, established in 1976, is the leading producer of pure natural mineral water in the entire Gulf region, with a paid-up capital of approximately US$5.5 million. The company has retained its market leadership for the past three decades by providing world-class products which are renowned for their pure natural freshness. This has seen Masafi Mineral Water Company become the premium reference for bottled mineral water in the entire region. In this process it has built an extremely strong distribution network.
Being a leading brand that delivers to consumer needs, Masafi's wide product portfolio includes mineral water, tissues, juices and the newly-launched Masafi flavoured water.
For further information:
Anthony Kerbage
Brand Lounge
P. O. Box 282379,
Dubai,
UAE
Tel: +9714-341 7700 ;
Fax : +9714-341 7887
Email : anthony@brandlounge.ae
For further media information:
Nasir Iqbal
Headline Public Relations
P. O. Box 64349,
Dubai,
UAE
Tel: +9714-2289655 ;
Fax : +9714-2282125
Email : nasir@headlinepr.com
© Press Release 2007
