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Aujan enters joint venture with Base Concept

United Arab Emirates: Wednesday, October 26 - 2005 @ 10:39

“The addition of an energy beverage and confectionery portfolio is the perfect complement to the new age beverages business that we are building at Aujan Industries” says Alex Andarakis, Chief Executive Officer. “We are pleased to have found a potentially powerful brand to mark our entry into this segment, which is characterized by powerful brand activation, product sampling, and obsession with the connection to youth and their respective lifestyles.”

Aujan Industries, the makers of Rani, Barbican, Vimto, and Hani, aim to double their turnover from US$250m in 2004 to US$500m by 2009. Nine months into the five year plan known as 555 (US$500m in 5 years with 5 brands), the company is operating ahead of plan. “We have made a tremendous start to the 555 journey during 2005, with revenue growth exceeding 30%. The team has made a powerful effort to drive consumer satisfaction through consistent product supply and quality, powerful brand communication and activation, which have seen our brands record strong improvements on all brand health parameters”.

The Aujan Industries / Base Joint Venture provides management control to the company. “We are committed to building powerhouse brands for the youth generation, and we have a strong portfolio which can satisfy this strategic thrust. The addition of the Base Energy Portfolio will provide the company with that added dimension to aggressively compete for a bigger share of the youth market” says Tolga Sezer, Marketing Director, Aujan Industries.

At the signing, Ghaith Al Barazi and Karim Chebaklo, Managing Partners, Base Concept Inc. stated that they were delighted to have found an ambitious partner to bring the Base range to the GCC. “The management, manufacturing and distribution infrastructure at Aujan provides the perfect go to market model for our brand. Further, we have been very impressed with the progress made by this organization in terms of their 5 year strategic vision, with superb consumer insight driving excellent campaigns for their RANI, Barbican and Vimto brands in 2005. We remain confident that the marketing team will create the right mix of brand communication activation to supplement the distribution focus across the GCC and make Base a major success in the region”.

Although new to the industry, Base Concept Inc. and Base Concept AML Limited managed to introduce the Base products portfolio in Canada (distributed by Labatt) and France (distributed by InBev Europe). Focusing on targeted consumer behavior and needs, Base conducted an extensive survey covering all isotonic and energy drinks available today. Analyzing each and every product’s strengths and weaknesses as well as their competitive advantages such as targeted consumer, color, taste, ingredients, quality, supply chain, pricing, packaging and side effects, Base Concept went beyond all energy products in developing the ultimate energy system for the targeted New Generation.
Base Concept is a company that specializes in the conceptual development, creation and marketing of energy drinks, waters and functional foods under the Base brand. As a true inventor of flexible product concepts that cater to the varying tastes and regulations of countries around the world, Base Concept offers stylish, cutting-edge products to athletes in both body and spirit, who crave vitality, performance and maximum hydration. As well as the Base energy drink, the company offers a full line of high-performance waters, like Base energy water available in three flavours, Base vitamin water and Base recovery water. The company also offers a range of expertly formulated functional foods, such as Base protein bars for men and women, energy bars and natural fruit bars in many flavours. All Base products have been conceived of and created by a team of ex-athletes and health professionals dedicated to well-being in both body and spirit.

Base uniquely combines natural plant extracts (Guarana, Siberian Ginseng, Ginkgo Biloba, and Echinacea) and fruit juices (Dewberry, Aronia, and Cranberry) with the essential minerals contained in a sport drink (sodium and potassium). In addition, Base energy drinks and bars are the only energy products available in the GCC market that do not contain Caffeine and Taurine.

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Wednesday, October 26- 2005 @ 10:39 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.

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