São Paulo – Kinza is a beverage brand from Saudi Arabia that has a portfolio of soft drinks in flavors such as citrus, cola, orange, and the most recent guarana. The latter is a new release of the brand that is participating for the first time in APAS Show, the largest food and beverage fair in the Americas. The show takes place in the city of São Paulo, and the firm is exhibiting in a stand organized by the Arab Brazilian Chamber of Commerce (ABCC).
The line was created around a year and a half ago and belongs to family business Al Jameel. The firm has a 50-year-long tradition in the Gulf state. This is the first time they decide to break into the Brazilian market.
“We are a leading B2B and B2C company in the MENA region in sectors like peppers, coffee, cardamon. We’re across all of Saudi Arabia, as well as in countries like Egypt, Turkey, Kuwait, Oman, Bahrain. And we noticed this potential when we started making relevant deals with Brazil in coffee and black pepper,” said Muhannad Akrin, the Saudi company’s Marketing manager who’s in Brazil to accompany the launch of the brand in the show.
One of its suppliers of coffee and other Brazilian ingredients is trade Alessandro Andrade, of Neom Trade. From this connection, the Saudis invited the firm to represent Kinza on Brazilian soil. With his partner Evandro Finotti, he’ll now prospect supermarkets, restaurants and emporiums to introduce the brand to local consumption.
“We want distributors so that we can then establish a headquarters and really started to break in. As the largest Arab community is in São Paulo and the second largest is in Paraná, we’ll start on these two [states],” Andrade said on the product, which will retain its Arab writings.
One of the strong suits of the product, Akrin believes, is the fact it’s a beverage line with an energy drink potential but with all-natural ingredients. “We don’t have taurine, which usually goes into energy drinks and may have undesirable effects for pregnant women, children, and health in general. We use natural items like guarana extract, vitamins, and natural flavors. They won’t give that dramatic energy boost followed by a sudden crash. These products provide natural energy that stays in the body in a more dynamic way,” said Akrin.
“The Brazilian market has now a huge potential, and we’re interested in breaking into it,” he emphasized.
Read more on the Arab participation in APAS on ANBA.
Translated by Guilherme Miranda
