• Retail debut strengthens Agthia’s presence in the freshly squeezed juice category
• Al Ain Fresh is the only brand to use state-of-the-art High Pressure Process technology

Dubai, UAE, August 31, 2016:  In line with their commitment to provide a wide range of wholesome and nutritious consumer-relevant products Agthia Group PJSC, the Abu Dhabi-based Food & Beverage Company, have announced the retail launch of Al Ain Fresh Juices – a range of freshly squeezed juices using only the highest quality fruits from around the world.

Underlining the thought behind this strategic decision, Mr. Fasahat Beg, Agthia’s Executive Vice President Water, Beverages and Dairy businesses said, “Across the beverages category, there is a definitive trend towards health and wellness. When it comes to fresh juices, consumers have become increasingly nutrition-conscious, and demand only the very best, and with that in mind we have now invested in the relevant technology which will deliver and extremely high quality fresh juice product which meets this consumer need.”  

To produce these highest quality fresh juices, Agthia has made a significant investment in the state-of-the-art High Pressure Process technology (HPP). High Pressure Process is a cold pasteurization technique that involves subjecting beverage products to a high level hydrostatic pressure. The result is that flavours and nutritional benefits of the juice remain intact for longer and there is not quality loss as is brought about via traditional heat pasteurization. Al Ain Fresh Juice is the only brand in the UAE that applies this innovative technique. Thanks to HPP, Al Ain Fresh is in position to offer a shelf life of 14 days or longer with no perceptible losses in taste or nutritional value.  

The AED 1.2 billion juice category is highly competitive and very dynamic. Its sheer size and positive future outlook make it highly attractive. However, the activation of dozens of local and international players, a continuous flow of new entrants and constant innovation, make success no easy task. Despite the existing challenges, Agthia is poised to focus heavily on juice, as part of their growth strategy. “Offering superior customer experiences in novel but relevant ways, is the only way we look at innovation. This is the key to Agthia’s success going forward,” added Beg. 

Produced locally at a state-of-the-art production facility, the Al Ain Fresh Juice range has been available to HoReCa clients for the past three years, and is well accepted for its consistent quality and great taste. 

Packaged in 330 ml bottles which display an attractive label design, the fresh juice range will be available in five top flavours – Orange, Mint Lemonade, Carrot, Mango and Grapefruit, across all seven Emirates in the UAE.