Mastika gum eyes South America as Middle East listings grow

By Oliver Nieburg contact

- Last updated on GMT

Luxury gum brand Mastika is expanding distribution after 2016 launch. Photo: MCGC
Luxury gum brand Mastika is expanding distribution after 2016 launch. Photo: MCGC

Related tags: Saudi arabia, United arab emirates, Middle east

Lebanese firm Master Chewing Gum & Candies hopes to take its mastic chewing gum brand Mastika to Brazil as it ramps up distribution in the Middle East.

The aspartame-free brand – containing plant resin from the mastic tree - was launched last year and picked up the 2016 yummex Middle East innovation award for ‘Best Hard & Soft Candy Product’.

Mastika is currently sold in Lebanon, for example on board the private jets of Cedar Executive, a luxury affiliate company of Middle East Airlines.

The gum is also sold in Kuwait in pharmacies, Coops and high-end stores, and recently entered Saudi Arabia (KSA). Master Chewing Gum & Candies is also currently in discussions with a distributor in Qatar.

GCC focus; South America phase-two

“Our current priority is to focus on the GCC (Gulf Cooperation Council) countries where there’s a big potential and demand for Mastika,”​ Nael Shaar, managing partner and marketing strategist at Master Chewing Gum & Candies, told ConfectioneryNews.

We have entered the KSA market and have started selling in Riyadh,”​ he said, adding Saudi’s Mastika importer is from the country’s royal family.

“Our second phase for Mastika is to focus on the South American market (Brazil etc.) because there’s a high number of Lebanese and Arab immigrants living there,”​ said Shaar.

Revenue targets

Master is targeting 2017 revenues of at least $500,000 for Mastika in Lebanon. It hopes the brand while rake in $900,000 in Saudi Arabia, $150,000 in Kuwait and $200,000 in Qatar for the year.

“For the two upcoming years, we will be focusing on the Mastika brand mainly and the Gourmet range,”​ said Shaar.

Master’s Cheque Gourmet Gum– launched last year – is a premium gum range with unconventional flavors such as mojito and birthday cake, licorice and frozen lemonade.

Around 60% of Master Chewing Gum & Candies sales come from its home market in Lebanon, while it also exports to countries such as Canada, Syria, Egypt, Saudi Arabia and nations in North Africa.

The Lebanese company began operations in 1960 as part of sister company, Mo Gandour. It split from Mo Gandour in 1997. Today, Master is owned by third generation family members.

Related topics: Manufacturers, Gum

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1 comment

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Posted by Alex Grande,

I would like to have the e mail address of the commercial director or manager of Master Chewing Gum Co for an introduction to Brazil. I deal with processing equipment and packaging machines for confectionery products for many years.

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