Al-Osra is Savola’s mother brand for the retail sugar market in Saudi Arabia. As the country’s leading sugar brand, Al-Osra has developed a successful positioning based on its pure qualities. Al Osra introduced the first and only stand-up sugar pack to the sugar market, an innovation that makes the product more visible and easier to use. Recipes on the pack help to position Al Osra as the brand that helps consumers to create and try new ideas in the kitchen. Al-Osra’s communication strategy plus a commitment to innovation have helped it achieve the highest platform differentiation for Al-Osra in the category.