Oman Edition 2 Khafeef
MARKET Areej vegetable oils and derivatives (AVOD) SAOG is a public limited company. It has modern and hygienic plant that manufactures and markets top quality cooking oils, ghee, margarines, specialty fats and butter products. Areej products are marketed in the GCC as well as other countries through distributors. AVOD exports to 30 counties ranging from Canada in the north to New Zealand in the south and USA in the west to Uzbekistan in the East. The strategic location of the factory enables the company to reach international markets in the shortest period of time and with the cheapest transportation costs. Areej Oil And Derivatives launched a revolutionary product innovation – Khafeef –the lightest frying oil in 2009 in the GCC. Named after the Arabic word for ‘light’, Khafeef is light on the body and also the wallet due to its reasonable pricing. This high quality oil with its attractive packaging promises to be light in taste, light for digestion and light for health. It all started with consumer research and evaluation of different oils in actual frying tests conducted with breaded chicken fillet. It was concluded that no single oil fulfilled all consumer expectations in terms of crisp frying, reuse, lightness and health; however a blend of corn oil and super palmolein seemed to be the most promising option. It took a few years for AVOD to develop the technology internally. An investment of four million Omani riyals in plant and packaging machinery was
To maintain the highest standards of hygiene, packing materials such as tins, cans etc are manufactured in-house and filled immediately using automatic packing machines.
PRODUCT Khafeef contains more anti-oxidants and Vitamin E than any other frying oil. It remains stable during frying and cooking, does not become thick and sticky (polymerised) when heated, nor releases solvents like hexane, and most importantly does not contain trans-fatty acids which are harmful to the body. Khafeef Frying oil has no solid fat at body temperature. Khafeef has the perfect blend of mono and poly unsaturated fatty acids required for you and your family’s health. It is an oil that would make you look good and feel great. This unique product was formulated following extensive Research and Development to be suitable for cooking even after repeated use. Khafeef is expected to affect the domestic fried food industry and also to become the market leader
further made to deliver the new technology required.
ACHIEVEMENTS Khafeef has always scored high on customer loyalty parameters in Oman. It’s truly a national brand with an international character.
The brand aims to stand out from standard corn oils and palmolein oils (usually used for frying chicken, fish or beef) and doesn’t consider existing brands as competition, partly because of Khafeef ’s USP but also partly as a result of its pricing and packaging. The bottle is attractively shaped and the oil is priced 33% cheaper than existing frying oil brands available in the market .This would definitely attract consumers from all
40
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sections of the society thus making their sales quite enormous. Khafeef has been positioned at a very reasonable price compared to branded edible oils in the market. With current high prices for both corn and sunflower oil, Khafeef will help bring down prices by lowering the cost per litre to consumers This specialised frying oil is packed in a stylised bottle, which typifies the image of a woman, who is the ultimate user of the product. Khafeef oil is a natural fat and does not raise serum T-C and LDL-C. It also has tremendous health benefits owing to its high amounts of powerful antioxidants that protect against diseases like Cancer and atherosclerosis-tocotrienols. Khafeef oil is stable frying oil with less free radical damage. It has a modern and hygienic plant at Rusayl, near Muscat which is well equipped to take brand extension forward.
RECENT DEVELOPMENTS To maintain the highest standards of hygiene, packing materials such as tins, cans, plastic bottles etc are manufactured in-house and filled immediately using automatic packing machines. AVOD meets all local as well as international standards for manufacturing and including disposal of solid, liquid and gaseous effluents. The company holds ISO 9001 certificate for Quality Management System, ISO 14001 certificate for Environmental Management System and ISO 22000 certificates for Food Safety Management.
PROMOTION AVOD’s promotional campaign for Khafeef is spread across various media to strengthen its brand value in Oman. Khafeef will also be launched in the UAE, Saudi Arabia, Kuwait and Iraq. A promotional pack of 500ml is on offer with every two1.5 litre bottles of Khafeef. Khafeef oil was also the Star oil of the Star Chef Hunt, as
18-69.pdf 24
it is low in fat, healthy, controls cholesterol and is very delicious. Home Centre is the Presenter of the Season 2 of Star chef Hunt, co-presented by Oman fisheries with their Taqa brand and Frendi Mobile. Event presenters included Tanuf, Al Hayat Poly clinic, Gulf Mushroom, Malhabar Gold and Bank Muscat. To make its product known to other countries in the GCC, the Sultanate of Oman went to Cairo. Bates Pan Gulf tasted the flavour of the Egyptian film industry by cooking Khafeef oil in a TV commercial in Cairo. FLDP who produced the advert provided the cooking ingredient. It was the light frying oil Khafeef that gave a new dimension to the concept of cooking oil and helped Areej Vegetable Oils and Derivatives to jump five ranks on the OER Top 20 list. Following the successful launch of Khafeef, plans are in place for extending Khafeef to tap export markets. In addition to this, the ongoing upgrade to the production facilities should help Areej cater to the growing and changing market requirements and to become more costcompetitive. The company launched a high visibility campaign for Khafeef in 2008, which helped it attract a lot of viewers and Areej plan to keep up the marketing tempo in the future. To promote their product the
corporation also sponsored Omani cricket teams. MUSCAT Khafeef (Areej Vegetable Oils & Derivatives - AVOD), SARCO (Al Seeb Technical Establishment) and NPA Events had taken the initiative to sponsor all four Omani Cricket Teams playing in the 2009 and 2010 Oman Cricket Club (OCC) league tournament. The team sponsored by Khafeef (Areej Vegetable Oils & Derivatives AVOD) was OCT Mabelah.Khafeef also provided the cooking oil for Renaissance Day – at the Oman International Exhibition Centre to mark the 40th anniversary of the reign of His Majesty Sultan Qaboos bin Said.
BRAND VALUES Khafeef Oil is committed to always having the best quality and even being number one when it comes to their branding, and their advertising vouches for that fact. Despite having severe competitors in the market, their consumers have maintained their brand loyalty and have built a strong emotional connection with Khafeef oil and AVOD. It is the policy of Areej Vegetable Oil and Derivatives SAOG to manufacture products consistently that meet National and International Standards and customers’ requirements
www.omzest.com
Things you didn’t know about
Khafeef
Named after the Arabic word for ‘light’, Khafeef is light on the body and also the wallet due to its reasonable pricing. Khafeef contains more anti-oxidants and Vitamin E than any other frying oil. Khafeef oil was the Star oil of the Star Chef Hunt.
3/20/13 7:16 AM
To maintain the highest standards of hygiene, packing materials such as tins, cans etc are manufactured in-house and filled immediately using automatic packing machines.
PRODUCT Khafeef contains more anti-oxidants and Vitamin E than any other frying oil. It remains stable during frying and cooking, does not become thick and sticky (polymerised) when heated, nor releases solvents like hexane, and most importantly does not contain trans-fatty acids which are harmful to the body. Khafeef Frying oil has no solid fat at body temperature. Khafeef has the perfect blend of mono and poly unsaturated fatty acids required for you and your family’s health. It is an oil that would make you look good and feel great. This unique product was formulated following extensive Research and Development to be suitable for cooking even after repeated use. Khafeef is expected to affect the domestic fried food industry and also to become the market leader
further made to deliver the new technology required.
ACHIEVEMENTS Khafeef has always scored high on customer loyalty parameters in Oman. It’s truly a national brand with an international character.
The brand aims to stand out from standard corn oils and palmolein oils (usually used for frying chicken, fish or beef) and doesn’t consider existing brands as competition, partly because of Khafeef ’s USP but also partly as a result of its pricing and packaging. The bottle is attractively shaped and the oil is priced 33% cheaper than existing frying oil brands available in the market .This would definitely attract consumers from all
40
18-69.pdf 23
3/20/13 7:16 AM
sections of the society thus making their sales quite enormous. Khafeef has been positioned at a very reasonable price compared to branded edible oils in the market. With current high prices for both corn and sunflower oil, Khafeef will help bring down prices by lowering the cost per litre to consumers This specialised frying oil is packed in a stylised bottle, which typifies the image of a woman, who is the ultimate user of the product. Khafeef oil is a natural fat and does not raise serum T-C and LDL-C. It also has tremendous health benefits owing to its high amounts of powerful antioxidants that protect against diseases like Cancer and atherosclerosis-tocotrienols. Khafeef oil is stable frying oil with less free radical damage. It has a modern and hygienic plant at Rusayl, near Muscat which is well equipped to take brand extension forward.
RECENT DEVELOPMENTS To maintain the highest standards of hygiene, packing materials such as tins, cans, plastic bottles etc are manufactured in-house and filled immediately using automatic packing machines. AVOD meets all local as well as international standards for manufacturing and including disposal of solid, liquid and gaseous effluents. The company holds ISO 9001 certificate for Quality Management System, ISO 14001 certificate for Environmental Management System and ISO 22000 certificates for Food Safety Management.
PROMOTION AVOD’s promotional campaign for Khafeef is spread across various media to strengthen its brand value in Oman. Khafeef will also be launched in the UAE, Saudi Arabia, Kuwait and Iraq. A promotional pack of 500ml is on offer with every two1.5 litre bottles of Khafeef. Khafeef oil was also the Star oil of the Star Chef Hunt, as
18-69.pdf 24
it is low in fat, healthy, controls cholesterol and is very delicious. Home Centre is the Presenter of the Season 2 of Star chef Hunt, co-presented by Oman fisheries with their Taqa brand and Frendi Mobile. Event presenters included Tanuf, Al Hayat Poly clinic, Gulf Mushroom, Malhabar Gold and Bank Muscat. To make its product known to other countries in the GCC, the Sultanate of Oman went to Cairo. Bates Pan Gulf tasted the flavour of the Egyptian film industry by cooking Khafeef oil in a TV commercial in Cairo. FLDP who produced the advert provided the cooking ingredient. It was the light frying oil Khafeef that gave a new dimension to the concept of cooking oil and helped Areej Vegetable Oils and Derivatives to jump five ranks on the OER Top 20 list. Following the successful launch of Khafeef, plans are in place for extending Khafeef to tap export markets. In addition to this, the ongoing upgrade to the production facilities should help Areej cater to the growing and changing market requirements and to become more costcompetitive. The company launched a high visibility campaign for Khafeef in 2008, which helped it attract a lot of viewers and Areej plan to keep up the marketing tempo in the future. To promote their product the
corporation also sponsored Omani cricket teams. MUSCAT Khafeef (Areej Vegetable Oils & Derivatives - AVOD), SARCO (Al Seeb Technical Establishment) and NPA Events had taken the initiative to sponsor all four Omani Cricket Teams playing in the 2009 and 2010 Oman Cricket Club (OCC) league tournament. The team sponsored by Khafeef (Areej Vegetable Oils & Derivatives AVOD) was OCT Mabelah.Khafeef also provided the cooking oil for Renaissance Day – at the Oman International Exhibition Centre to mark the 40th anniversary of the reign of His Majesty Sultan Qaboos bin Said.
BRAND VALUES Khafeef Oil is committed to always having the best quality and even being number one when it comes to their branding, and their advertising vouches for that fact. Despite having severe competitors in the market, their consumers have maintained their brand loyalty and have built a strong emotional connection with Khafeef oil and AVOD. It is the policy of Areej Vegetable Oil and Derivatives SAOG to manufacture products consistently that meet National and International Standards and customers’ requirements
www.omzest.com
Things you didn’t know about
Khafeef
Named after the Arabic word for ‘light’, Khafeef is light on the body and also the wallet due to its reasonable pricing. Khafeef contains more anti-oxidants and Vitamin E than any other frying oil. Khafeef oil was the Star oil of the Star Chef Hunt.
3/20/13 7:16 AM
