Sadafco continues health charge with fortified fruit laban

By RJ Whitehead

- Last updated on GMT

Related tags Middle east Milk Saudi arabia

Sadafco continues health charge with fortified fruit laban
Saudia Dairy and Foodstuff Company (Sadafco) has launched a functional laban fruit drink in the Middle East after demoing the product in the manufacturer's home market.

Jump!, produced under its Saudia retail brand, is a vitamin-enriched blend of laban and real fruits, available in strawberry/cheery and mango/apple blends.

A form of buttermilk popular in the Gulf, the product is available in 200ml and 900m plastic bottles, and is enriched with vitamins A, B9, D and E.

Roberto Bernuy, Sadafco’s marketing manager, said Jump! had been designed to appeal to teenagers in the region, and would be a “fun alternative and a healthier option to carbonated and energy drinks​”.

The new product combines the best of both worlds: highly nutritive laban and vitamin-rich fruits​,” Bernuy added.

The launches in Bahrain, Jordan, Kuwait and Qatar follows its appearance on Saudi shelves.

At Sadafco, we have a responsibility toward our consumers to help them lead a healthy life​,” Bernuy said, citing a study that found younger consumers were the most likely to buy into health and wellbeing products. 

Millennials in particular—those who came of age at the turn of the century—are leading the charge by making health-promoting diet and lifestyle choices a priority​,” he added.

Sadafco, which has been a main player in Saudi dairy since 1976, is in the process of expanding its beverage portfolio and bringing functional products and “market firsts​” to the Middle East.

Last August, it announced the launch of Date Milk under the Saudi brand, which would be “the only ready-to-drink milk blended with real dates​,” Bernuy said at the time.

Some other milks are artificially flavoured but Saudia Date Milk is the only milk including real dates, ensuring that you get all the flavour and benefits of date milk that you would only get if you made it at home​,” he added.

It has also targeted health-conscious consumers with Saudia Soy, the “only soy beverage of its kind that is being produced in Saudi Arabia​.