x Abu Dhabi, UAEFriday 19 January 2018

Gold-filtered water heads for shelves

A gold-filtered mineral water product will soon be available in the UAE.

DUBAI // Will gold-filtered water catch on in the Middle East? The answer will soon be made clear.

Gize, which comes from a spring in Nova Scotia, Canada, has appointed a distributor in Dubai to sell the product in the UAE, Saudi Arabia, Qatar, Kuwait, Bahrain, Oman and Yemen.

The gold filtering process does nothing to the water, but is intended to give it an upmarket image to compete with luxury brands such as VOSS, Finé and Bling h2o.

Visitors to last year's Gulfood exhibition in Dubai were the first in the region to sample the water, which comes in still, sparkling and four fruit flavours.

Reviews were mixed. "It's a very luxury kind of water and I think the potential is enormous," said Hasan Al Ameer, the general manager of a Dubai food company.

Kirtesh Mewada, the director of a packaging company in Sharjah, was not impressed. "Just adding gold to the filter plate will not add anything. It's just the taste that matters," he said.

Jasem M Alshehhi, the chairman of The Number 1 General Trading, the Dubai company appointed as regional distributors, insisted: "Gize is a top-tier water. We see great potential in this product."

The water will be on show again at this year's Gulfood event from February 19 to 22.