Marmum to export over 1.8 million litres of Raha long-life juices during 2014

July 22, 2014 3:45 pm

Marmum Dairy Farm, a subsidiary of Dubai Investments PJSC [DI] and one of the leading dairy brands in the UAE, has announced plans to export over 1.8 million litres of its Raha long-life juices across the Middle East and Africa this year.

The new long shelf-life juice line was launched in August 2013 and developed to exclusively cater to the export markets with a strong focus on B, C and D categories of cafeteria and restaurant channels.

Marmum has set ambitious growth targets in exports with plans to touch 3 million litres in exports by 2015 and 10 million litres by 2018. The Marmum Raha juice variant comes in three sizes – 1.5 litres, 1 litre and 250ml packs and is available in six flavours – Orange, Mango, Cocktail, Apple, Lemon and Guava.

The Raha juices are currently exported mainly to Iraq and also distributed in a host of other countries such as Iran, Afghanistan, Sri Lanka, Ethiopia, Madagascar and Somalia, among others. Plans are also afoot to extend the Raha juices’ regional footprint to Oman and Qatar.

Marmum is also augmenting its fleet and distribution network across a number of countries to tap into the huge growth potential on offer for its extensive product portfolio.

Roger Gabriel, General Manager of Marmum, said: “The launch of Raha long-life variant was in line with customer requirements and changing market trends targeting a niche target market. Currently, we have achieved strong growth in Iraq and sales to other countries have also seen an upswing. We have set a robust growth target for the segment.”

He added: “From the original fresh line of dairy products since 1984, Marmum has evolved to offer a range of refreshing and healthy juice line and continues to make a mark with its hygienic quality products and standards. We are confident that our latest long shelf-life juice line would build our market reputation and reach in newer markets.”

Over the last few months, Marmum has launched products which offer healthy options and are not primarily commercially-driven. All these products are rich in vitamins A, D, E and K2, mainly focused on improving, developing and maintaining a balanced diet and healthy living.

Established in 1984, Marmum Dairy Farm boasts of a substantial UAE market share, and has consistently received recognition for maintaining high standards of technology and output. Additionally, Marmum Dairy Farm has undergone the Hazard Analysis Critical Control Points [HACCP] audit, and holds the food safety certification from Dubai Municipality.