(MENAFNEditorial) In a bid to meet rising demand, Al Ain Food & Beverages (P.J.S.C), one of the largest bottled drinking water manufacturers in the UAE, has expanded its production for Al Ain Water. With the new facility, the capacity will increase from 32 million cases to 52 million cases of bottled water a year, thus boosting production by 60 per cent.
"The bottled water market is growing at an unprecedented scale across the Middle East region, and with UAE rapidly progressing, our new, long-term manufacturing strategy is to constantly meet rising demand," says Fasahat Beg – Executive Vice President of Agthia Consumer Business Division. "We are a recognized leader in the market, and with Agthia making a total investment of approximately AED 90 million in this facility, we fully expect to increase our share of the domestic market and continue to consolidate our position."
Al Ain Water's state-of-the-art production facility, is the first in the UAE and among the first in the region to receive the FSSC 22000 certification by LRQA. The FSSC 22000 is the latest Food Safety Standard based on the FSMS (Food Safety Management System) requirements and the PAS 220 (Publicly Available Specification).
The new bottling plant at the ISO 90001:22000:14000, OHSAS: 18000 certified Al Ain Food & Beverages factory boasts state-of-the-art machinery and one of the fastest and most highly utilized lines in the Middle East. The new High Speed Line from Krones, Germany produces about 72,000 bottles/hour which works out to approx. 1 carton/sec. The bottles and caps use approx. 30% less plastic than conventional bottles in the market thereby being easier on the environment.
Contemporary bottle design
As part of its new strategy, the company has also redesigned the shape of the Al Ain Water bottle to suit the changing needs and preferences of its growing consumer base. The new lightweight bottle has been carefully engineered in response to consumer preferences for a contemporary and eco-friendly bottle with an 'easy to hold' shape. The innovative bottles and caps designs are more eco-friendly using approx. 30% less PET and plastic in the bottle and cap, which reduces waste and makes it easier on the environment.
Reiterating the importance of striking the right balance, Fasahat adds, "Al Ain Water is a modern brand having broad acceptance and loyalty across segments in the UAE's ever changing and diverse landscape."
New Marketing Campaign
The low gram, high quality, very consumer friendly bottle is being support by Al Ain Water's new 'Keeps You Moving' campaign, which positions Al Ain Water as a brand with an attitude of uncompromising quality and heritage, making it 'your trusted companion'. It is the most balanced bottled water with an optimal composition of essential minerals your body requires to keep you moving.
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