Unveils state-of-the-art factory at Al Ain, thereby adding the world’s third ranked fruit juice brand and the largest selling children’s juice drink to its portfolio
His Highness Sheikh Tahnoun bin Mohammed Al Nahyan, The Ruler’s Represenative For The Eastern Region inaugurated Al Ain Mineral Water Company’s new factory in Al Ain for the manufacture of Capri-Sun, the world’s third ranked fruit juice brand and largest selling children’s juice drink across the world. The inauguration was also attended by Members of the Diwan of The Ruler’s Representative for the Eastern Region and His Excellency Mr. Rashed Mubarak Al Hajeri, a Member of the Executive Council and Chairman of The Board, The Agthia Group P.J.S.C.
Al Ain Mineral Water Company (P.J.S.C.) is the fully owned and operated entity of Abu Dhabi-based AGTHIA Group P.J.S.C and this opening comes as a part of the strategic alliance between the Company and The Wild Group (Germany), for the manufacture of Capri-Sun juice for the GCC with the exception of Saudi Arabia. The factory inauguration was graced by Mr. Carsten Kaisig, Managing Director, Wild Group of Germany and Martin Hoetzel, Director of International BtC, Capri-Sun.
This new manufacturing/distribution arrangement will enable Al Ain Mineral Water Company – owners of one of the leading bottled water brands in the UAE – to further strengthen its portfolio, joining the likes of Coca-Cola and Kraft who have been manufacturing and distributing Capri-Sun across various markets in Europe and North America. This is an important, strategic step for Al Mineral Water Company, which has its sight on becoming a broader beverage company with a well-rounded range of offerings,for consumers. The new factory and its allied operations have been newly set-up in alignment with the Capri-Sun production line from Indag that has the most ultramodern production, filling and packaging equipment and machines.
Speaking at the inauguration, Mr. Ilias Assimacopoulos, CEO Agthia said, “UAE in particular and the GCC in general has one of the highest per capita consumption of fruit juices in the world. Our vision is of becoming a leader in ‘natural’, health related beverages and we could not have found a more suitable partner than WILD Group – the world’s largest private producer of natural ingredients for the food and beverage industry and owners of the Capri-Sun brand.”
Commenting on the alliance, Mr. Carsten Kaisig, Managing Director, Wild Group of Germany said: “Capri-Sun has proved its appeal – especially amongst children – the world over. To do justice to the brand in the region, we were looking for a partner who recognized its potential and had the capabilities needed to elevate it to its rightful place. We strongly feel that we have found the right ally who shares our ambition and has the stamina to walk the path with us.”
Capri-Sun is produced in 18 countries and is enjoyed by children in more than 100 countries, selling over 5 billion pouches every year. Besides being ‘all natural’ in ingredients, the ‘stand-up pouch’ made of an extremely thin multilayer foil has become Capri-Sun’s trademark, setting it ahead amongst competition as a modern, convenient, fun pack. The brand already has a strong reputation for quality in the region for over 2 decades, though it was known by the German nomenclature Capri-Sonne before. The new incarnation of the brand with its English name Capri-Sun is realignment, in line with the brand’s global policy of promoting the English language brand name in regions that predominantly speak English.
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