Based in the Eastern Province and home of the popular Vimto and Rani brands, Aujan exports over 10 million litres of juice to over 30 countries on a yearly basis, with 15 percent of the total volume sold in US and UK markets.
“Saudi consumers assume that because we are a Saudi company, we have – at best – regional export coverage; but Aujan is a truly international company. Rani is now available in some of the best-known supermarkets in the UK,” said Ahmed Al-Mubarak, Aujan’s commercial manager in an interview at the company’s headquarters in Dammam. “We also export Vimto to the US as consumers there also regard it as a drink without equal.”
Aujan currently exports to South Africa, Mauritania, Sudan, Egypt, Pakistan, Lebanon, Syria, Iran, India, the Maldives, Canada. “It will surprise many people to learn that a Saudi company exports Rani fruit drink to South Africa, a country rich in fruit products, or even to India, where some of our ingredients originate,” Ahmed added. “It is a source of great pride to the company that we have managed to break into some of the world’s most competitive markets – and into some of their best-known supermarkets and stores – with ‘Made in Saudi Arabia’ products.”
The success in expanding Aujan’s export market has been accelerated by major developments and operational enhancements throughout the company. Earlier this year Aujan was converted from a limited-liability company to a joint-stock company – a move designed to increase organizational and management efficiency. Additionally, the company saw the completion of a US$30 million upgrade in its production and packaging facilities. Aujan now produces beverage products in all packaging formats, and has the ability to cater to a wide range of tastes, age ranges, and preferences. “Our products are packaged in cans, PET bottles, non-returnable glass bottles, and in Tetra Pak cartons, allowing Aujan great flexibility and the ability to ensure continued innovation and choice for both customers and consumers,” said Bader Aujan, the company’s managing director.
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