Masafi extends portfolio with basmati rice

Masafi, a food and beverage brand across the Gulf and Middle East, on Wednesday announced the launch of its premium basmati rice brand.The launch of the select basmati rice is part of Masafi’s mandate to become a complete FMCG company.The 100 per cent natural Masafi select premium basmati rice is the finest quality basmati offering a unique aroma, authentic taste and pure goodness that is identified with all Masafi products. A rare gift of nature, Masafi select basmati rice is sourced directly from the foothills of the snow-clad Himalayan mountain range in India.Each grain of Masafi Rice embodies all the attributes of a true basmati - smooth, pearl, extra fine and extra long. The average grain length of Masafi rice is 8.34mm, compared to other basmati rice which averages around 7mm.In comments on the launch, Natascha Edelmann, Head of Marketing, Masafi, said: “We are pleased to augment our world-class product portfolio with the Premium Select Basmati Rice. Since time immemorial, basmati rice has been on Royal Menus of various cultures and we are happy to bring Masafi to this elite table. Coming with a superior characteristic taste/aroma, hygienic packaging and sublime taste.” From / Gulf Today