Coca-Cola has launched a range of new bevarges in the Kenyan market to take advantage of the growing ready to drink market.
Among the products launched was an addition to the Minute Maid portfolio; Minute Maid Nutridefenses – a nectar juice fortified with vitamin E and Zinc. They also launched Coke plus Coffee; a fusion of Coca-Cola and coffee with a formulation of added coffee and fifty percent less sugar and Powerade, a sports beverage that replenishes electrolytes, carbohydrates and vitamins during physical and sporting activities.
The company also launched their Without Sugar portfolio namely Coca-Cola, Fanta, Sprite and Stoney. This move is to provide choice for the consumers to take their sodas with or without sugar.
Another significant move by the company is to provide smaller, more convenient packaging, providing various pricing hierarchies within their portfolios so consumers can select their beverage of choice based on affordability.
“With innovation at the core of our new business strategy, we will be able to create more opportunities for use of local ingredients and other inputs. We will also create more jobs for farmers, youth and women. We’re listening carefully and working to ensure that consumers are firmly at the centre of our business so we can continue to grow responsibly. We’ve been very clear that for us to drive sustainable, profitable growth of our brands, we also need to encourage and enable our consumers to control added sugar consumption. We are making a very conscious effort to not just expand our portfolio, but to shape our portfolio in a very deliberate way.” said Nelly Wainaina, Head of Marketing Kenya and Tanzania, Coca-Cola Central, East and West Africa (CEWA) Limited.
The Coca-Cola Company is the world’s largest beverage company, offering over 500 brands to people in more than 200 countries. In addition to the flagship brand Coca-Cola, some of their leading brands: AdeS soy-based beverages, Ayataka green tea, Dasani waters, Del Valle juices and nectars, Fanta, Georgia coffee, Gold Peak teas and coffees, Honest Tea, Minute Maid juices, Powerade sports drinks, Simply juices, smartwater, Sprite, vitaminwater, and Zico coconut water.