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To meet consumer demand, the UAE-based juice and water company, Masafi, has launched three 100% pure juice products.

According to the company, Masafi Mango and a blend of pomegranate, raspberry, cranberry & acai flavoured juice drink provides a 'rejuvenating effect', while a 'vitalising effect' is achieved by Masafi Apple and a blend of peach, passion fruit, grape and apricot flavours.

The Masafi Orange and Guava, Lychee & Pear combination offers an 'energy boost'. In addition, the new range features a 100% pure strawberry and 100% kiwi juice blend.

Commenting on the new launch, Ashraf Abushady, CEO of Masafi, said: "The launch of the new Masafi juice blends isa major step in our growth strategy aimed at delivering premiumquality products and addressing the needs of our consumers.

"Masafi has always taken its consumer insights seriously, and in linewith customer preferences, we offer the carefully mixed and matched100% pure fruit juice blends that would meet all our consumers'predominant 'need states'."

The beverages are packaged in Tetra Prisma in 1-litre, 200ml and a special children's 200ml packaging with a telescopic straw.

The company has committed AED12.5m ($3.4m) towards the development, manufacturing and promotion of the new juice blends.

In the juice category, the Tetra packs comprise 34% of juice packaging, while PET bottles constitute 52% and pouches, glass bottles and tins will make up for 14%.