Coca-CoIa is it,'' or even Pepsi‘s ‘‘The Choice of a New Generation,” Have worldwide prominence. Who would dare to Iaunch another product beside Coke and Pepsi?

     However, there are examples how a new product idea on the market can turn a manufacturer of lemonades into a succcssful brand owner. This has happened to the Algerian Abderrezak SARMOUK who proudly points te his ‘‘Pom'd'or,” the golden apple.

Algeria is going through an economic and political upheaval. This fact is even leaving its traces in the beverage industry. The government price policy and the granting of im­port licences still handicap the dis­tribution of beverages. However. there are brands such as Coca-Cola or Pom'd'Or that show consistent sales incrcases.

Mineral water and Coca-Cola are filled in state-run firms. In addition, a number of semi-state companies and even private firms exist which supply the population with refreshments of various flavours.

One of the products. Pom'd'or from Messrs. Abderrezak Sarmouk has made a major growth with in the past few years. lt has recorded growth rates of approximately 45% within the past five years despite gouvernmental fixed high prices. It stands beside CoCa-Cola on the shelves of cafes and res­taurants which play an important part in the social life oI Algeria and in the region of Setif which is served by Sarmouks operation.

Sarmouk, the developer of the golden apple drink and the Present owner, assumed direction of the firm after his father was kiled in a tragic accident Iast year. He is the grandson ot the founder ot the company who, in I 932, opened the first Moorish cafe with chairs and tables. he wanted to produce ‘‘his own ” soft drink. Thus, limonaderie Orientale (the company's official name) began. First of all, a mandarine drink was developed. However. it also could be produced by competitors.

The boom aI Limonaderie Oriental began when the father of Abderrezak Sarmouk wanted to create something special. He learned of an apple com­pound from Messrs. WiId, a well known German supplier of high quaility products containing Fruit. He liked the apple immediately and named it “Golden Apple.” The beverage ful-filled the requirements of this name. Pom'd'or was established within a short time and now demand exceeds its availability.

NaturailIy, this success could not be hidden from the competitors. All efforts to copy the taste of Pom'd'Or or even attempts to get something similar by competitors failed. The uniqueness of the apple compound guarantees him an important advantage, Sarmouk conlends.

Three members of the Sarmouk family manage the firm in which 40 workers are employed. The daily ca­pacity of approximately 90,000 bottles does not nearly cover the de­mand. About 50% of the product facility produces Pom'd'Or while the other half of the volume is divided among six other flavors.

Primary customers of  Pom'd'Or are the cafes and restaurants in the region of Setif. Despite its high price, Pom'd'Or is more in demand  than other regional refreshments. Packed in 25c1 bottles, its sales could be in­creased considerably if the import li­censes for the required machinery for product expansion and foreign cur­rency for a larger quantity of high quality compounds for non-alcoholic beverages were available.

The demand for non-alcoholic beverages is increasing in Algeria. Limonaderie Orientale wants to follow this trend and move to new permises. The current operating facilities amount to approximately 600 square meters. The new grounds have 7,000 square meters with 2,900  going for production and office facillities.

the lwo production lines wilI be located in the new premises. Daily productoin will be increased since storage capacaity is considerably larger on the new premises. Space has been provided for the addition of two more production lines  so Abderrezak SARMOUK obviously is optimistic over the future growth of his business.