Achieving the imports rights marked the evolution of Abdulla Aujan & Brothers into the Saudi headquartered Aujan Industries, a change which resulted in the emergence of the international beverage company which exists today.

Today, Aujan Industries is the largest privately-owned, independent soft drink and confectionery marketer, manufacturer and direct distributor in the Middle East and is ranked among the top 100 companies in Saudi Arabia. With a turnover of over US$850 million, Aujan Industries holds a top three market position in every country in which it operates. The company’s core markets are the Gulf Cooperation Council (GCC) countries of Saudi

Arabia, Kuwait, Bahrain,

Qatar, UAE and Oman, while its operations also extend to Iran, Iraq, the Levant, North Africa, South East Asia and Europe.

ProductRani is the first “home-grown” brand for Aujan Industries. It comes in two categories: Float and non-Float. Rani Float is a juice with real fruit pieces, while the non-Float category is a regular juice without fruit pieces. Rani is available in four different formats: cans, TetraPak, PET and glass bottles.

In 1982, in Saudi Arabia, Rani Orange Float became the first product in the range to reach market. This was swiftly followed by a series of other formats,

helping Rani to enjoy double digit growth in

every year of its existence and, by 1999, annual sales had passed the ten million case milestone.

Rani Float’s unique recipe of fruit juice and real fruit pieces (or “chunks”) has proved to be hugely popular with the younger generation and is today available in a variety of flavours: Orange, Peach, Pineapple, Mango and Strawberry and Banana.

Over the years Rani has established the unique brand

property, “Float,” the fruit juice with real fruit pieces, which has highly differentiated the brand within the fruit juice category.

In addition to the great taste of Rani Float, the juice drink (Rani non-Float) also offers unique, convenient and fun packaging. Rani non-Float comes in many flavours such as Apple, Cocktail, Orange, Red Grapes and Guava.

In 2010 Rani was re-launched in a new can, which fueled even more the growth and development of the brand. The new brand identity packaging of Rani Float provides a more contemporary look with a distinct burst of colour, reflecting the drink’s famous fruit chunks and reminding consumers of the rich flavours that Rani Float offers.

The “Rani Float Ritual” is to “Shake, Open, Drink and Chew.”

recent develoPMentsThe company’s greatest strength is its well established owned and licensed brands, including Rani, Barbican and Vimto, which are supported by over 2,500 employees and manufacturing facilities in Dammam, Saudi Arabia, where Aujan is headquartered; Dubai, UAE and Iran.

Aujan’s brands are currently present in more than 70 countries around the world.

On December 14, 2011, Aujan Industries and the Coca-Cola Company announced a nearly US$1 billion partnership agreement that will provide a platform to accelerate the growth of the Aujan brands across the Middle East and internationally. The transaction, which will provide the Coca-Cola Company with a significant equity stake in Aujan Industries, the largest ever investment by a multinational firm in the Middle East’s fast moving consumer goods sector, reflects the strength of Aujan’s operations.

ProMotionFrom its inception through to today, Aujan Industries has used above the line communication and brand differentiation to educate consumers about the “float” concept and explain its functional and emotional benefits.

Brand valuesThe words most often used to describe Rani are unique, young, innovative, with real fruit pieces, fun, popular, cool.

Things you didn’t know aboutrani float

Rani means Queen in India.

Rani is a Saudi brand.

Rani Float will celebrate its 30th anniversary in 2012.

Rani Float has natural fruit pieces, carefully picked from the best crops across the world.

In Egypt, Rani Float Peach is the favourite flavour, while in KSA, the UAE and Jordan it is Rani Float Orange.

More than 4,000 consumers shake Rani every minute.

Rani sold more than 2.1 billion units in 2011, almost five times the number of people in the Middle East.

Aujan Industries has more than 100 Stock Keeping Units.

Aujan Industries produced approximately 2.6 billion litres of juice and other beverages in the past five years.

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MarketConsumers have an enormous array of choice when it comes to buying a juice drink – juice content, fresh versus long life, regular juice versus juice with fruit pieces – meaning there is a juice drink on the market to match every consumer preference.

The juice category is classified into: Pure juice (100% fruit content), Nectars (25%-99% fruit content), and Drinks (less than 25% fruit content). Across the globe, all three categories are experiencing slow but steady growth in consumption per capita and there is enormous potential for the market in the Middle East and North Africa.

For instance, the average Egyptian drinks 4.1 litres of packaged juice each year, while in Iraq the figure is around 12 litres. This compares to 37.9 litres in the Kingdom of Saudi Arabia, giving some indication of the potential for the region’s juice manufacturers and distributors.

Against this backdrop sits Rani, one of the flagship brands of Aujan Industries and the number one juice drink in the Gulf. Just two years

after launching, Rani is among the top three leading juice drinks in Egypt and among the top three juice brands in Iran.

Rani has experienced tremendous sales growth across the Middle East, North Africa, Europe and other export markets. The drink is sold in 56 countries and generates sales revenue above US$600 million. Rani is produced at Aujan Industries’ own state-of-the-art facilities.

The company’s flagship manufacturing facility is the Aujan Soft Drink Industries (ASDI) plant located in Dammam, Saudi Arabia, which commenced production over 25 years ago and has been progressively expanded and upgraded to meet the demands and needs of Aujan’s expanding products portfolio and capacity requirements, ever mindful that quality is sacrosanct.

ASDI has the capacity to produce more than 45 million cases annually and plans are well

underway to expand this manufacturing capability in the very near future.

In-line with the long-term strategy of Aujan’s Chairman to expand the business into newer markets, initially focusing on Gulf-centric countries, a second state-of-the-art plant was built and commissioned at the Dubai Investment Park during 2005. This plant has the capacity to produce more than 35 million cases annually, having had

an additional process stream and packaging line installed in 2007. As with the ASDI plant, plans are also at an advanced stage to expand this plant further in the near future.

A third state-of-the-art plant to produce Rani was built and commissioned in Iran during 2008. In addition, Aujan Industries completed the construction of a two-piece aluminum can plant in Iran in support its operations. Aujan Industries continues to invest in its markets to ensure there are sufficient in-house manufacturing capabilities and competencies in place to ensure not only continuous supply but also fresh products of

the highest quality and within the market place pricing economies.

achieveMentsRani has been recognised with many awards over the years, such as “Integrated Communications - Rani” at the GEMAS (Marketing Efficiency Awards) and “Best Cold Drink of the Year - Rani” at the ITP Middle East Retail News Awards.

historyThough the Aujan family hails from Saudi Arabia, the roots of the family business can be traced back to Bahrain. Abdulla Aujan & Brothers was established in this Gulf country in 1905 as a family operation, which traded tobacco, rice, beverages and other commodities. By 1928 the company had obtained the exclusive Middle Eastern rights to import and distribute Vimto, a fruit based cordial drink which had been extremely popular in the UK since its introduction in 1908.

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