Al Rawabi Dairy Company, the pioneer in packaged dairy products and fresh juices in the region, celebrated their twentieth anniversary today with a grand event held in Dubai. The event was attended by senior officials of the Dubai government, the directors and management of Al Rawabi Dairy Company and other dignitaries.
To commemorate the occasion of their twentieth anniversary, the dairy conglomerate launched a new range of health products including a line of yoghurt products named ‘Robivia’ and an array of health drinks labeled ‘B-Activ’. This is the first time that a dairy company in the region is launching functional foods. The event also saw the unveiling of the novel new packaging of the brand’s iconic fresh milk bottles and the launch of its water brand ‘RAWA’.
Speaking at the event, Dr. Ahmed El Tigani Abdul Rahim, General Manager, Al Rawabi Dairy Company, said, “We are pleased to mark the twentieth anniversary of Al Rawabi with the launch of this new range of health focused products. Our twenty years have been a huge success with Al Rawabi today being the market leaders with a market share of 32.8 per cent in the fresh milk and fresh juices segment. We have always been recognized for our freshness and guaranteed quality. We are certain that the new line of products and the novel packaging that we have introduced will continue to instill our valued position in the homes of our customers.”
“Al Rawabi’s achievements would not be possible without the constant support of Dubai government and the guidance of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai, and His Highness Sheikh Hamdan Bin Rashid Al Maktoum. We also would like to thank our shareholders, our employees and our customers for their continued loyalty and patronage to the brand,” added Dr. Ahmed El Tigani.
Speaking about the company’s forward plans, Dr. Ahmed El Tigani said, “Our endeavors have always been steered towards the betterment of society through constant efforts and innovation in health care. We believe it is essential to fill the gap in the market place for functional health foods. As such, we look forward to specializing in providing health food products to suit all needs. As a brand, we currently enjoy market leadership in UAE and Oman. We plan to further expand our operations in Qatar and hope to gain the leadership position there as well.”
As part of the celebrations, Al Rawabi unveiled the distinctive new packaging of the renowned Al Rawabi fresh milk bottles. The unique concept behind the new bottle shapes and packaging are not just appearance focused. Instead, these bottles have been conceptualized keeping in mind various functional aspects.
The novel design allows for a more stable grip giving customers the option of using just one hand to effortlessly handle even the large two liter bottles of milk. The bottle’s design also allows for a more universal approach to pouring with two hands that would suit people of all abilities and ages. The innovativeness and flexibility behind the design concept allows everyone to have their own personal way of using the bottle.
Carefully imbibed into the design of the bottle is the corporate philosophy of Al Rawabi, ‘Pure freshness quality everyday’. This axiom is practiced by the brand through fresh milk produced at farms located in Dubai and quality cattle brought in from Australia. From this philosophy, comes the focus of the bottle’s design. The bottle portrays the shape of the cow as an integral part of Al Rawabi’s brand identity.
In addition to the new packaging, Al Rawabi introduced 12 new products to mark its anniversary celebrations. Focused on complete health and wellbeing, the new range of functional foods from Al Rawabi offers wholesome nutritional value along with delicious new tastes. The range of yoghurt products are labeled Robivia and the health drinks are labeled B-Activ.
Commenting on the new products, Dr. Ahmed El Tigani said, “At Al Rawabi, we are deeply committed towards offering unparalleled quality and freshness to our customers. The new products are a validation of this commitment. These products have been developed after vigorous research and thorough clinical testing by medical experts from across the world.”
The first to introduce functional health foods in the region, Al Rawabi’s functional drinks are a natural supplement for those with diabetes, hyper-tension, cholesterol and digestive issues. The products are rich in vitamins, promising to offer health and flavour in every drop. Following are the products that were launched:
- Full Fat Robivia Laban: This is a rich a creamy yogurt with added benefits of active probiotic culture (L. Acidophilus LA-5). This beneficial bacteria helps to regulate and stimulate digestion the natural way, maintaining a balance of good gut health.
- Low Fat Robivia Laban: A rich creamy taste with added benefits of active probiotic culture (L. Acidophilus LA-5) offered with less fat.
- Robivia Full Fat Yoghurt: Made with a probiotic culture, Al Rawabi yoghurt is the natural and perfect counterpart to a healthy digestion.
- Robivia Low Fat Yoghurt: This Al Rawabi low fat yoghurt contains all the goodness of the full cream variety but just half the fat.
- B-Activ Mango with Dietary Fibres: This delicious liquid snack is full of natural mango flavours. This drink helps in the aid of blood sugar and digestion as it contains inulin, oligofructose syrup and oat flakes, which are rich sources of dietary fiber that trap carbohydrates and slow down the absorption of glucose. Probiotic bacteria further aids digestion, reduces the feeling of belatedness and improves intestinal wellbeing.
- B-Activ Peach with Dietary Fibers: This drink aids blood sugar and digestion with inulin, oligofructose syrup, oat flakes and probiotic bacteria.
- B-Activ Fruits of Forest with Dietary Fibres: real fruits of the forest melt into the freshness of this drink with added benefit of inulin, oligofructose syrup, oat flakes and probiotic bacteria.
- B-Activ Conjugated Linoleic Acid: This delicious low fat yogurt is the ideal partner for your weight loss programme. Clinical studies prove that active ingredient of Conjugated Linoleic Acid (CLA) is beneficial for a healthy body composition with can help you to safely reduce body fat mass and protect lean body mass simultaneously.
- B-Activ Plant Sterol Esters: A refreshingly unique yoghurt drink that is rich in plant sterol esthers, which are proven to lower cholesterol by up to 15 per cent, supporting the strength and health of the heart.
- Stirred Yoghurt with Aloe Vera: This delicious yoghurt contains Aloe Vera, a rich source of anti-oxidants that helps repair the body and prevent oxidation which is detrimental to the health of the skin.
- Stirred Yoghurt with Green Tea: This delicious stirred yoghurt, enriched with green tea extract, helps boost anti-oxidant defenses and fight free radical damage with can age the skin.
- Stirred Yoghurt with Berries: This creamy yoghurt contains cranberries, blueberries and acai, which are all rich sources of natural fibers and vitamins.
The major stakeholders in Al Rawabi Dairy Company are the Arab Authority for Agricultural Investment and Development (AAAID), the Gulf Investment Corporation (GIC), the Emirates Industrial Bank and many other individual private investors.
