RIYADH, 2 March 2008 — Al-Rabie Saudi Foods Co. Ltd., a producer of dairy products and juices in Saudi Arabia and the largest juice manufacturer in the Middle East, has launched an expansion plan to boost both its local and export markets through a series of significant investments particularly aimed at strengthening its distribution processes, especially in non-traditional channels. The move will enable the company to strengthen its market leadership in its core businesses of juices, nectars, and still drinks, to achieve both short and long-term growth.

Al-Rabie plans to increase consumer awareness of its brand by highlighting successful product categories and aggressively marketing product groups with strong potential. It will also boost the visibility of its full product range in order to achieve long-term growth. At the same time, the food company is aiming for short-term growth by intensifying its marketing efforts.

As part of its intensified marketing campaign, Al-Rabie participated in the Gulf Food Exhibition 2008, which was held in Dubai from Feb. 24-27. The exhibition is one of the largest gatherings of food, foodservice and hospitality professionals in the region, creating an excellent platform to showcase Al-Rabie’s extensive range of quality food products.

Monther Al-Harthi, general manager of Al-Rabie Saudi Foods Co. Ltd., said, “Al-Rabie understands the importance of investing significantly in all its markets; we are currently coordinating closely with partners to aggressively market the Al-Rabie brand in their respective countries, and at the same time funding activities to maintain leadership in the Saudi market. We are also heavily promoting our product portfolio in non-traditional channels such as schools, hotels, and other catering institutions.”

Although the Al-Rabie brand already “enjoys a strong reputation” in the Saudi market, the company’s business operates in a highly competitive Arab environment; Gulf food imports alone exceed AED44 billion. The UAE is a particularly attractive market for Al-Rabie’s juices, as the country boasts of the highest per capita beverage consumption in the region that averaged over 108 liters in 2006. As such, the company has revealed that it will continue developing marketing programs and investing in distribution fleets and other assets to maintain growth and competitiveness.