Agthia Products Shine at the Superior Taste Awards 2016

Dubai, UAE, June 29, 2016:   Abu Dhabi-based Agthia Group PJSC, a leading Food & Beverage company, recently announced that key brands from its consumer product portfolio, were awarded with the Superior Taste Awards by the International Taste and Quality Institute (iTQi) in Belgium. The Superior Taste Award recognizes products that have met or exceeded the Judges’ expectations against a set of rigorously tested criteria - ranging from first visual impression to the product’s actual taste profile. 

Each winning product received a star rating by renowned global Chefs and Quality Experts, who supported the results with an in-depth analysis report. Representing Agthia’s leading consumer-centric portfolio, Al Ain Water, Alpin Mineral Water, and the Grand Baker Croissants have been recognized as ‘exceptional’, and at par with major international brands. Al Ain Water and Alpin Mineral Water received two stars each for ‘remarkable’ taste, while the Cheese Zataar, Cheese and Chocolate Croissants from Grand Baker each received one star for ‘notable’ taste. 

“We are extremely honoured and delighted to have received recognition for our hard work and progress in product innovation and development,” said Mr. Fasahat Beg, Executive Vice President of Agthia in charge of Water, Beverages and Dairy businesses. “These awards recognise our commitment to ensuring that our products are embraced by a wide cross-section of cultures and taste buds, and that customers receive superior quality products in the UAE and across the wider Middle East Region.”

Each product was blind-tested and judged solely on its own merits, focusing on a range of specific criteria, such as visual performance, smell and taste sensation. The standardized evaluation process involves a sensory analysis graph and remarks by the jury suggesting potential areas for product improvement. The awards were presented at the Annual Ceremony held in the presence of Agthia’s in-house product development team, judges, officials and the international press.

iTQi is the leading independent Chef and Sommelier organization; dedicated to testing and promoting superior taste in food and drink products from all around the world. The Brussels-based institute entrusts judges selected from the 15 most prestigious European Culinary and Sommeliers associations to test hundreds of entries from all over the world, and awards are presented to products of excellent quality. Items are awarded three stars if they receive a score of 90 or higher on a scale of 100, two stars for scores between 80 and 90, and one star for scores between 70 and 80. 

The Superior Taste Award label is also a marketing tool that can be applied to communicate about the products and the company's success, in both domestic and international markets. Its visibility on the label, brings immediate differentiation amongst the vast range of product choices in the marketplace - and reassures consumers on their buying decision.