Treasure Quest to run from April 12 to May 31 in the UAE

Prizes worth AED 1.5 million to be won during promotion

Dubai, April 12, 2009: Masafi, one of the region's leading FMCG brands, today announced the launch of Masafi Treasure Quest Consumer Promotion - a unique initiative which offers customers a chance to win a whopping AED 1.5 million in prizes. The special promotion on Masafi 1.5 litre water bottles runs from April 12 to May 31, 2009 across the UAE.

As part of Treasure Quest, three customers will walk away with gold coins worth AED 100,000 each. The 'Peel & Win' promotion requires customers to collect the word 'MASAFI' from behind the specially-labeled Masafi 1.5 litre bottles to win the prizes. In addition, 750 pearl necklaces worth AED 1600 each can also be won instantly from the 'Peel & Win' labels.

In his comments, Makram Haidar, Brand Manager - Water at Masafi, said: "The Masafi Treasure Quest Promotion is aimed at rewarding our loyal customers by relevant gifts that epitomize the rich natural heritage of UAE i.e. pearls, as well as gifting gold - a commodity valued in these very challenging economic times. The promotion demonstrates our desire to continue providing added value to all our customers."

He added: "As a leading FMCG brand, we are committed to developing innovative distribution and marketing strategies that match the world-class quality of our products. We hope Treasure Quest finds delight and entertainment with all ages and consumer groups in the UAE."

Masafi has also dedicated a toll free number 800 5455 for any additional information regarding the promotion.

Masafi has successfully retained its market leadership in the UAE mineral water segment over the last three decades with approximately 40% share. Nearly 30 per cent of Masafi mineral water production is exported to different countries across the globe, including Kuwait, Qatar, Bahrain, Afghanistan, Djibouti, Germany, Australia, Taiwan, Pakistan, Morocco, Yemen, Sudan, Bangladesh and Ivory Coast.

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About Masafi:
Masafi, the leading producer of pure natural mineral water in the entire Gulf, was established in 1976 with a paid-up capital of approximately $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 become the premium reference for bottled mineral water in the entire region. In the process it has built an extremely strong distribution network to consistently deliver to dynamic market requirements and has continuously upgraded its first-class equipment to keep pace with technological advances around the globe.

Being a leading brand that delivers to consumer needs, Masafi's wide product portfolio includes mineral water, tissues, Masafi Juices and the newly-launched Masafi Flavored Water. The mineral water product line comes in bottles of 1.5 litres, 1 litre, 500ml, 330ml (regular and sports) 4 gallon bottles, 330ml kids packaging (regular and sports); mineral water cups in sizes of 250ml, 200ml, and 125ml. The 4-gallon bottles are 100 per cent recyclable and only for one-time-use. The tissue line includes boutique fragrant tissues in three scents, floral tissues in purple, pink and green colors, car tissue boxes and recently launched its new boutique tissues -- Sense of Spring. Masafi leads the UAE market in Brand Equity Index in the tissue line and enjoys the number one share of heart across the UAE. The hugely popular Masafi Juices come in an array of original flavors and rich blends available in 2 litre, 1 litre and 200ml bottles. The flavored water is available in five flavors -- strawberry, lemon, peach, jasmine and mint & lemon in 500ml sizes.

The company was the first recipient of the ISO 9002 certification in the entire Middle East and was awarded the ISO 9001:2000 certification for developing and maintaining a high standard Quality Management System. Masafi has also been awarded the HACCP (Hazard Analysis Critical Control Points) certification. Masafi is also a member of International Bottled Water Association (IBWA) and Asia Bottled Water Association (ABWA). Masafi Water is tested and approved by NSF International, USA, which carries out annual unprompted audits on behalf of IBWA. Masafi is the first mineral water company in the region to be awarded the prestigious ISO 14001 certification for Environmental Management.

For further information, please contact
Ghada Kammoun/ Venkat Iyer,
BPG Public Relations,
Dubai
Tel: +9714-295 3456;
Fax: +9714-295 1027
E-mail: gkammoun@batespangulf.com /venkat@batespangulf.com

© Press Release 2009