Tapping into its global strategy, the Coca-Cola System in Kenya has launched an innovative portfolio of beverages to offer customers more choice and convenience.
The organization, which is evolving to become a total beverage company, has been reshaping its growth strategy and operating model in line with changing consumer tastes and buying habits. Since 2017, it has broadened its product offerings in various category clusters including water, nectar juice, ready to drink coffee, tea bags and sports drinks.
Amongst the products launched today was an addition to the Minute Maid portfolio; Minute Maid Nutridefenses – a nectar juice fortified with vitamin E and Zinc, a suitable addition to the breakfast occasion. Secondly is Cokeplus Coffee – a fusion of Coca-Cola and coffee with a formulation of added coffee and fifty percent less sugar. This drink targets the afternoon slump to help rejuvenate consumers and give them the afternoon kick. Thirdly is Powerade – a sports beverage that replenishes electrolytes, carbohydrates and vitamins during physical and sporting activities. The company also launched a portfolio without sugar 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 as well as various pricing hierarchies within their portfolios so that consumers can select their beverage of choice based on affordability.
With the consumers at the centre of its business, the company has been reshaping its growth strategy and operating model in line with changing consumer tastes and buying habits. In 2016, it adapted the one brand strategy, a move that saw the company commit to choice, offering consumers whichever variant suits their taste, lifestyle and diet hence the tagline: Taste the Feeling.
“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 that we can continue to grow responsibly,” said Nelly Wainaina, head of marketing Kenya and Tanzania, Coca-Cola Central, East and West Africa (CEWA) Limited.
“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 only expand our portfolio, but to also shape it in a very deliberate way,” she added.
The Coca-Cola System in Kenya has a keen interest in advancing and creating variation of its drinks products in the local and regional market. Over the next few weeks, it will be adding more variations into their existing product portfolio.