Nestlé launches Sjora in Middle East; fusion beverage made from blend of skimmed milk, natural fruit juices

DUBAI, UAE , November 21, 2011 (press release) – The healthy beverage market in the Middle East just got more competitive with the official launch in the region of SJORA, a fusion beverage from Nestlé made from a blend of skimmed milk and natural fruit juices.

"With the food and beverage market in the Middle East and Africa region estimated to reach $3.3 trillion by 2014, according to a report released by business research and consulting firm Frost & Sullivan, analysts expect the healthy beverage segment to account for a sizeable share of total beverage sales in the region in the coming years," said Leonid Vereshchagin, Nestlé Professional Country Business Manager.

"Consumers today are becoming more health-conscious, asking for natural beverages free from preservatives and artificial colors. SJORA answers their desire for a good-for-you beverage that is refreshing and great-tasting," said Rola Al-Haj, Brand Manager, Nestlé Middle East.

An original fusion of natural fruit juice with a twist of skimmed milk, Nestlé SJORA delivers a distinctive smooth taste which sets it apart. A fat-free beverage, SJORA is available in two bold and fabulous flavours - Mango Peach and Tropical Pineapple.

"Consumers can now enjoy this sophisticated taste experience at select restaurants and cafés," Rola said.

Nestlé celebrated the official launch of SJORA in style, organizing a special event at 'The Walk' at Jumeirah Beach Residence that saw young adults from around the UAE gather for a weekend of fun and excitement. The action-packed event featured a slew of activities that kept the audience entertained, from SJORA sampling and live Zumba performance to on-site photo-shoots. Photos were then uploaded to the SJORA Facebook fan-page for a chance to win 1 of 4 experience vouchers.

Nestlé SJORA is currently available in the UAE, Kuwait and Lebanon, and is set to be launched in other Middle East countries shortly.

About Nestlé Middle East:

Following nearly 70 years of success and heritage since its first Middle East operation in Lebanon in the early 1930s, Nestlé Middle East was founded in 1997 in Jebel Ali Free Zone, Dubai, and now serves as a regional hub to fulfil the needs of the GCC, the Levant, Iran and Iraq markets.

To date, Nestlé has invested more than $400m in the region, owning and operating 17 factories and 37 offices. These capital investments have contributed heavily to creating job opportunities, enhancing technological and manufacturing capabilities, and fostering national economies around the region.

Nestlé's popular brands in the Middle East include Nido, Cerelac, Nescafé, Maggi, Nesquik, Chocapic, Nestlé (Country) Cornflakes, Nestlé Fitness, Cheerios , Nestlé Pure Life, Kit Kat and Quality Street.

About Nestlé:

For over 140 years, Nestlé has been applying its nutrition expertise in the development of products that contribute to the health and wellness of consumers, evolving into the world's foremost Nutrition, Health and Wellness Company. Headquartered in Vevey, Switzerland, Nestlé currently employs over 286,000 people in 456 factories and operations in almost every country around the globe.

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