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Al Ain Mineral Water Company, a leading UAE brand of quality bottled water, has moved to further consolidate its position in the growing UAE water market with the launch of its well-known, high quality branded Al Ain Mineral Water in a large 5-gallon (HOD) format.
Our consumers have historically asked for a 5-gallon option of our high quality Al Ain Mineral Water said Fasahat Beg, General Manager of Al Ain Mineral Water. Effective immediately, we are now pleased to offer our highly popular product in this format which will be sold and delivered exclusively to consumer households starting in Al Ain and Abu Dhabi.
The bulk water (HOD) category is a growing segment and one which currently accounts for approximately 60% of the UAE water market (Source: AC Nielsen, Zenith International).
We feel we can compete effectively given our strong, established brand position in the UAE bottled water segment “Our objective is to offer consumers a very high quality product – the same water available in our bottles and cups – in a bulk, cost effective packaging, so they have a choice of their preferred brand in the form they like best. This addition further augments our range – which spans a wide variety of packs, from 100ml cups to the 5 litre bottle, under the long-trusted Al Ain Water brand.”
The launch of Al Ain Mineral Water 5-gallon perfectly complements the Company’s already strong position in bulk water segment. In December 2007 Al Ain Mineral Water Company acquired one of the leading institutional HOD brands in Abu Dhabi – Ice Crystal. The brand performed very well in 2008 and it has seen strong growth and penetration in particularly the office/hotel segment across the UAE.
The initial response from consumers to our new 5-gallon has been very encouraging with first orders already being delivered. Our expansion into the HOD segment is a further reflection of one of our key growth drivers whereby we will continuously look to introduce strong consumer relevant innovation platforms to augment our existing product portfolio, and particularly our recent introductions of Al Ain Water+ (a fluoride and calcium enhanced water for kids) and Al Ain Flavoured Water;
Al Ain Mineral Water Company, part of Abu Dhabi based, Agthia Group PJSC, is a leading UAE water brand, meeting stringent international and national standards of water purity benchmarked by ADFCA (Abu Dhabi Food Control Authority) as well as the internationally accepted U.S. Food and Drug Administration (USFDA) bottled water standards.
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