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MENAFN Press - 28/02/2011

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(MENAFN Press) As part of its strategic priorities to pursue new product development and innovation, Abu Dhabi based Agthia Group PJSC is creating a new functional water segment in the UAE with the launch of its first vitamin water product “ WOW.

H.E. Rashed Mubarak Al Hajeri, Chairman of Agthia said: The launch of Agthias new product WOW and the creation of a new functional water segment in the UAE is in line with Agthias goal of becoming UAEs leading food and beverage company; demonstrating Agthias strategic commitment to expansion of its water and beverage business segment as well as to product innovation.

Mr. Ilias Assimakopoulos, CEO of Agthia said, The launch of WOW - Vitamin Water marks another milestone in our constant pursuit of product innovation. We are very excited to add WOW to our expanding water and beverage product portfolio. We firmly believe WOW is well aligned with our corporate commitment to produce a broad-scale food and beverage portfolio that is focused on our Wholehearted Living platform which is aimed at helping families grow strong and lead lives full of vitality.

Speaking at the launch, Mr. Fasahat Beg, General Manager of Agthias Consumer Business Division said, With the launch of WOW “ Vitamin Water we are creating a new functional water category in the UAE which recognizes a growing worldwide trend where consumers are looking for healthier, value-added beverages. Globally, the vitamin water category is growing at the rate of 14% annually (source: Zenith International, 2010), and we believe these figures can be replicated here. The WOW product range has been developed after obtaining consumer feedback regarding specific health and wellness concerns and each of the respective WOW offerings “ Live, Think and Relax “ provide relevant health benefits which meet consumer needs at different times of their day.

Agthias WOW “ Vitamin water will be available in three distinct flavours and each combines the naturalness of high quality Al Ain Mineral Water with the healthfulness and benefits of vitamins, minerals, herbs & fruits extracts. All flavours contain natural fruit juice; are low in calories and are all natural with no preservatives, additives or artificial colors.

In addition to the health benefits of the vitamins and herbs, WOW “ Vitamin Water is also a low glycemic index product, making it ideal for health-conscious individuals seeking beverages to help them achieve more in life while taking care of their bodies. added Mr. Beg.

WOW is also an environment-friendly product, as it will be the first product to use the breakthrough ThermoShape„ lightweight hot-fill technology recently installed in Agthias water and beverage manufacturing facility in Al Ain. The Thermoshape technology allows for at least 30% less PET use than the existing hot-fill bottling technologies in the world, thereby contributing to less energy usage and improved PET recycling.

WOW- Vitamin Water will be available in all leading stores in UAE as of March 2011.

About Agthia Group PJSC, Raee Public Relations
Agthia Group PJSC is one of the leading FMCG companies in the UAE. Agthia is a majority government owned entity operating a world class portfolio of integrated businesses providing high quality, trusted and innovative food and beverage products for consumers across the UAE, surrounding Gulf States and the wider Middle East. Agthia has three business divisions in various food and beverage segments: 1. Agthia Consumer Business Division: Responsible for the management, manufacturing, distribution and marketing of several brands including Al Ain Mineral Water, a leading bottled drinking water in the UAE, Capri-Sun juices, and Al Ain tomato paste and frozen vegetables products 2. Agthia Agri Business Division: Responsible for the management, manufacturing, distribution and marketing of Grand Mills, the leading high quality flour and animal feed products; 3. Agthia Egypt Business Division: Responsible for the management, manufacturing, distribution and marketing of tomato paste, frozen vegetable and fruit puree in Egypt.About Raee Public RelationsRaee is a boutique consultancy that offers tailored communication solutions that deliver results. Our research-based approach ensures we are relevant to your business dynamic, while our regional systems ensure we are alert and coherent. Drawn from an international cross-section of journalism, PR and creative professionals, our team is fuelled by passion and guided by fact. For more information, please visit our website: www.raeepr.com


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