Brazil’s Juice In Time relishes UAE debut at Gulfood 2016

Brazil’s Juice In Time is poised for its Middle East debut, when the beverage-maker brings its standout capsule-based juicing machine to Hall 3, Booth 366 of Gulfood 2016, which will be hosted at Dubai World Trade Centre from 21 to 24 February. 

Juice In Time’s entry comes as the Middle East and Africa (MEA) region’s beverage industry experiences dramatic growth to cross 81.4 billion litres in 2016, with the UAE accounting for 1.9 billion litres, according to Euromonitor. 

The company’s juicer uses frozen fruit capsules containing 100%-natural, sugar- and additive-free ingredients. The capsules are available in a variety of flavours, from old favourites such as orange and grape, to the more tropical pineapple and passion fruit. Juice In Time has even developed healthy detox blends, which combine fruits and herbal infusions.

 “We are very conscious of quality, health and safety,” said Ms. Anna Chinnik, Country Manager, UAE, Juice In Time. “That is why we have worked to develop a process that is minimally industrial and does not use chemicals. Our technology squeezes and freezes the fruit into the capsules to maintain freshness and preserve the nutrients.’’ 

The capsules are significant time-savers that require no preparation before use. The juicing machine can produce a nutritious, refreshing, beverage in seconds, and thanks to the chemical-free process, the juicer does not need to be washed. The capsules’ only requirement is storage below 0°C.

According to Mr. Nicholas Daher, Managing Director of Juice In Time, the minimal maintenance requirements of the juicing machine and its capsules have made it an ideal choice for gyms, offices, cafeterias, catering companies, F&B outlets and petrol stations, as well as consumers. 

“In the UAE, we will target all these segments, as well as promoting our corporate machine, which comes with the option of an access card,’’ Mr. Daher explained.

He believes the UAE is the ideal entry point for Juice In Time, as it seeks to establish a presence in the Middle East F&B market.

“The huge promotional activities held by the UAE government in the run-up to Expo 2020 have made Dubai a worldwide vitrine, and this translates into encouraging potential for the F&B sector,” he said. 

The diverse nationalities and ethnicities in the UAE that contribute to its identity as a global hub, have made the country very attractive to the Brazilian company.

“Initially we are aiming to install 120 machines across the UAE in 2016, and eventually to capture 5% to 7% of the juice industry here. We hope to subsequently extend our presence across the region, starting with Saudi Arabia,” Daher added.  

Juice In Time’s ground-breaking juicing machine will be available for demonstration at the Gulfood along with its tempting fruit capsules. Upon launch in the UAE market, the capsules are expected to retail at AED8 each.