Jeffer Juice from Imperia Asia Manufacturing Industries is now available at Giant and Cold Storage supermarkets in Malaysia. The three variants are date (kurma), pomegranate (delima) and lemon. All three come in a 400ml tall plastic bottle, which is a unique packaging choice for juice. The selling price is RM 4.99 (USD 1.22) per bottle. Key product claims are organic, enriched with anti-oxidant, low in fat and high in calcium.
Apart from the packaging and the choice of date juice, the other thing that caught my attention is the use of religion to endorse the product. On the back of the packaging is a sentence from Surah al Rahman (55th Chapter of the Holy Quran) verse 68, which mentions ‘In the two Gardens (i.e. in Paradise) there shall be fruits and date-palms and pomegranates.’ This implies the two fruits are important for Muslims.
A new trend that is emerging in Malaysia is the use of religion (Islam) for product marketing to promote food and drinks ranging from juice, goat’s milk powder to vitamin. Jeffer Juice is a continuation of that trend.