Bakhresa food group rebrands juice range with an eye on export market

TANZANIA – Bakhresa Food Products Ltd has rebranded its juice range Azam to African Fruti as it looks to expand into the African and world market, Daily News has reported.

The fresh look features a vibrant African setting targeting especially African countries, providing a different offering but of the same high quality as Bakhresa products.

The company will export the juice brand to China and United Arabs Emirates (UAE) as part of its success story in setting and implementing standards while industrializing Tanzania.

“The rebranding of Azam juice products to penetrate African market makes Tanzania proud and encourage other investments to produce not only for local consumption but also for exports,” said Industry, Trade and Investment Minister Charles Mwijage.

Commenting on the launch of the product, Bakhresa Foods CEO, Salim Aziz said: “With the refreshed African Fruti juices, our commitment is to continue giving our consumers a healthy drink, with the best quality while ensuring availability throughout Africa and beyond.

“We believe with this rebranding our ‘African Fruti’ juice product will identify as a truly Tanzanian product in the international market, and I would like to emphasise and ensure our customers that the taste and high quality of all our juice products will remain the same.”

Bakhresa Food Products Ltd (BFPL) received state-of-the-art fruit and vegetable processing plant of 150 tons per day capacity from Fratelli Indelicate and FBR-ELPO, Italy.

The aseptic packing facility processes wide range of locally grown fruits and vegetables that include mango, pine apple, orange, guava, passion fruit, tomato and has a capacity of packing 41 million liters per annum.

Product portfolio includes Apple, Azamto (Black currant fruit juice drink), Mango, Orange, Pineapple, Guava, Mango Orange Guava (mix fruit juice drink) and a blend of Apple and Black currant juice.

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