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New look for Rani Float juice drink

United Arab Emirates: Wednesday, October 20 - 2010 @ 11:53

Already a leader in the Middle East juice market, Rani Float – with its new look – will see an increased presence in markets outside the GCC such as Iran, Iraq, Egypt, Syria, India, and Pakistan, as part of Aujan Industries’ goal to deliver $1bn in annual sales by the end of 2012.

Kadir Gunduz, President & CEO, Aujan Industries, said:

“Aujan’s flagship brand Rani, has seen continued demand in over 50 countries where the juice drink is available. The re-launch of Rani Float is timely and crucial to complement Aujan’s plans to increase brand presence in key markets and to enter new geographies.”

Ahmed Shaboury, Head of Brands, Aujan Industries, said: “The new brand identity packaging of Rani Float provides a more contemporary look with a distinct burst of color, reflecting the juice drink’s famous fruit chunks and reminding consumers of the rich flavors Rani Float offers.
“The new design is an expression of a brand that is moving from a regional name to gaining widespread international exposure,” added Shaboury.

A full 360 degree marketing campaign will support the Rani Float re-launch this month including outdoor advertising and activation.

Since it was launched in 1982 in Saudi Arabia, Rani enjoyed double digit growth year on year and has become Aujan’s flagship brand. Over the years Rani has established the Unique Brand Property “Float” – the fruit juice with real fruit pieces, which highly differentiated the brand within the fruit juice category.

Rani Float is available in six flavors, including Mango, Pineapple, Orange, and Peach with the latest addition of Pear and Strawberry-Banana in 2009.

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Wednesday, October 20- 2010 @ 11:53 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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