In an effort to tap into a growing local market that has grown weary of sugary drinks, soft drinks manufacturer Coca Cola has unveiled three new sugarless beverages.
The three new beverages include Coke plus Coffee, Minute Maid Nutridefenses and Powerade with the firm also rolling out sugar free versions of its maiden Coca Cola, Fanta, Sprite and Stoney soft drinks.
According to the firm, in a news report by the Business Daily, the new products launch is in line with the company’s strategy to diversify its product offering to cater for the country’s rising health conscious consumers which will up competition in the local beverages market.
“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 also need to encourage and enable our consumers to control added sugar consumption,” Coca- Cola Head of Marketing in Kenya and Tanzania Nelly Wainaina is quoted as saying by the Business Daily.
Mrs. Wainaina similarly revealed that the firm has set aside Ksh. 9.3 billion which will be used in producing and packaging the new drinks. The collection of sugar free drinks will be launched in Uganda and South Africa within a fortnight, the Coca Cola Kenya Head of Marketing added.
The move by Coca Cola has been informed by the growing trend where customers are shying away from sugary beverages which nutritionists have identified as enablers of lifestyle diseases such as diabetes, and shifting to sugar less drinks in an effort to check their health.
Despite rising competition from new entrants in the beverage manufacturing industry such as Kevian, the manufacturer of Afia juice and Pick N’ Peel Juice, the American multinational company remains the country’s top producer of soft drinks.