Business | Economy

Masafi to enter gourmet food sector

Bottled water and juice company Masafi said it will enter the gourmet food sector and has created a business division for this purpose.

  • Staff Report
  • Published: 23:31 November 29, 2008
  • Gulf News

Dubai: Bottled water and juice company Masafi said it will enter the gourmet food sector and has created a business division for this purpose.

"The launch of Masafi Gourmet is a pivotal step towards the group's objective to provide a premium comprehensive food and beverage portfolio," said the company, which aims to become a "complete" fast-moving consumer goods company by 2011.

Masafi Gourmet marks its foray into the gourmet food business with the launch of potato chips.

The company has earmarked Dh10 million in 2008 towards the development, manufacturing and promotion of the gourmet potato chips.

"The launch of our potato chips marks our entry into the gourmet food business, which is integral to our broad vision of becoming a complete FMCG company. Masafi Gourmet continues our core philosophy to provide premium and quality products to our consumers. The new premium potato chips are 100 per cent halal and espouse the Masafi brand values," Masafi CEO Ashraf Abu-shady said.

"The ingredients as well as the processes used by the manufacturing facility are distinct from the current options available in the market. It is a major step in our growth strategy, considering that the potato chips category is witnessing 34 per cent year-on-year growth," he said.

Masafi is supporting the launch with a marketing and advertising campaign.

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