November 20/United Arab Emirates/ --The healthy beverage market in the Middle East just got more competitive, with the official launch in the region of SJORA, a fusion beverage from Nestlé made from a blend of skimmed milk and natural fruit juices.
"With the food and beverage market in the Middle East and Africa region estimated to reach $3.3 trillion by 2014, according to a report released by business research and consulting firm Frost & Sullivan, analysts expect the healthy beverage segment to account for a sizeable share of total beverage sales in the region in the coming years," said Leonid Vereshchagin, Nestlé professional country business manager.
"Consumers today are becoming more health-conscious, asking for natural beverages free from preservatives and artificial colors. SJORA answers their desire for a good-for-you beverage that is refreshing and great-tasting," said Rola Al-Haj, brand manager, Nestlé Middle East.
An original fusion of natural fruit juice with a twist of skimmed milk, Nestlé SJORA delivers a distinctive smooth taste which sets it apart. A fat-free beverage, SJORA is available in two bold flavors: Mango Peach and Tropical Pineapple.
"Consumers can now enjoy this sophisticated taste experience at select restaurants and cafés," Rola said.
Nestlé celebrated the official launch of SJORA with a special event at “The Walk” at Jumeirah Beach Residence. The event featured a slew of activities that kept the audience entertained, from SJORA sampling and live Zumba performance to on-site photo-shoots. Photos were then uploaded to the SJORA FaceBook fan-page for a chance to win 1 of 4 experience vouchers. 
Nestlé SJORA is currently available in the UAE, Kuwait and Lebanon, and it is set to be launched in other Middle East countries shortly.
From the November 21, 2011, Prepared Foods’ Daily News