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Areej launches light frying oil.

Byline: Our Correspondent

Oman based Areej Vegetable Oils & Derivatives (AVOD) launched a

frying oil called Khafeef recently. Named after the Arabic word for AaelightAAE, Khafeef is light on the body and also the wallet, AVOD claimed at the launch press conference. The product is a unique blend of corn oil and super palmolein which has been formulated following extensive R&D to be suitable for cooking even after repeated use. Khafeef is expec-ted to affect the domestic fried foods industry and also to become the market leader, company representatives said at the launch.

AoIt took a few years for AVOD to develop the technology internally. An investment of RO4mn was made in the plant and packaging machinery. The finished product comes

in a beautiful PET bottle and is set to revolutionise the market,Ao said Prem Maker, executive director, AVOD.

The brand aims to stand out from standard corn oils and palmolein oils (usually used for frying chicken, fish or beef) and doesnAAEt consider existing brands as competition, partly because of KhafeefAAEs USP but also partly as a result of its pricing and packaging. AoThe bottle is attractively shaped and the oil is priced 33 per cent cheaper than existing frying oil brands available in the market,Ao Prem said.

Dr Wafaa Hilmi Ayesh, head of clinical nutrition at Rashid Hospital in the UAE, said AoKhafeef contains more antioxidants 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 does it release solvents like hexane. Most importantly it does not contain harmful trans-fatty acids.Ao

AVODAAEs 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 soon. A promo-tional pack of 500ml is on offer with every two 1.5lt bottle of Khafeef.

Salem al Bortmany, DGM of AVOD, spoke at length about the benefits of the oil as well as the pricing strategy. AoKhafeef has been very reasonably priced compared to other branded edible oils in the market.Ao

Apex Press and Publishing

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Publication:The Week (Muscat, Oman)
Date:Sep 21, 2008
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