Masafi unveils kids tissues range

Masafi Mineral Water LLC has launched a range of tissues aimed at children as part of its drive to become a complete FMCG company.

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By  Roger Field Published  September 7, 2006

Masafi Mineral Water LLC, a Dubai-based producer of mineral water and juice, has launched a range of tissues aimed at children. The product, called ‘Masafi Kids Tissues’ is part of Masafi’s effort to extend its product range to become a complete FMCG company. The new product, which is being launched to coincide with the back-to-school season, comes in a boutique tissue box featuring bright colours and Masafi’s cartoon characters.These characters have already proved to be a major hit with children following a successful special edition 330ml mineral water bottle from Masafi. The tissues, which are targeted at children between the age of three and 13 year-old, are made from 100% virgin pulp to achieve a low weight, making them soft, strong and also more absorbent. “Soft facial tissues are fast moving consumer goods and the new kid’s tissues go in line with our long term plans to become a complete FMCG company,” said Faysal Awar, assistant brand manager for tissue and water, Masafi. “We would like to ensure that our product range should cater to all our target age-groups. Our product range has steadily grown through innovation and renovation. It also demonstrates our commitment to extend value and choice and reinforce our reputation as a byword for excellence,” he said. The tissue business is a growing segment for Masafi, accounting for about 13% of its turnover. Furthermore, the company already leads the tissue business in the UAE, with a 19% market share, according to Awar. “We expect it to grow significantly in the coming years,” he added. The launch of the tissues is being promoted to children and their parents in a campaign that will focus on below-the-line promotions, supported by flyers, updates on websites, activities in schools and malls and event sponsorships. “We need to communicate with parents to influence purchase and kids to create excitement and interest in the product. The kids also indirectly influence purchase decisions,” Awar said. Furthermore, sales of the tissue are also expected to benefit from Masafi’s existing distribution network across the Middle East. “The key focus of our distribution system will be the groceries, supermarkets and hypermarkets in the UAE by the end of this month,” Awar said. “We are looking at having Masafi Kids Tissue available in the export markets in about two months.” Marwa Omar, senior brand manager for water and tissue, added that Masafi’s tissue products account for about 20% of the UAE’s tissue sector, making the company the number-one player in the sector. She added that the variety of tissues gives the company an edge over its rivals.

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