Coca-Cola introduces new range of beverage portfolio

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Coca-Cola System in Kenya has announced its innovative portfolio of beverages into the market.

This move by Coca-Cola is meant to offer customers more choice and convenience.

The organization has been reshaping its growth strategy and operating model in line with changing customer tastes and buying habits.

Coca-Cola introduces new range of beverage portfolio

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.

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Amongst the products launched today was:

  1. Minute Maid Nutridefenses – a nectar juice fortified with vitamin E and Zinc.
  2. Coke plus Coffee – a fusion of Coca-Cola and coffee with a formulation of added coffee and fifty percent less sugar.
  3. Powerade – a sports beverage that replenishes electrolytes, carbohydrates and vitamins during physical and sporting activities.
  4. Without Sugar portfolio namely Coca-Cola, Fanta, Sprite and Stoney.

Another significant move by the company is to provide smaller, more convenient packaging for customers.

Coca-Cola introduces new range of beverage portfolio

This hence provides various pricing hierarchies within their portfolios so consumers can select their beverage of choice based on affordability.

In 2016, they adopted the One Brand Strategy, a move that saw the company commit to a choice, offering consumers whichever Coca-Cola suits their taste, lifestyle and diet hence the tagline Taste the Feeling.

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The Coca-Cola System in Kenya has a keen interest in advancing and creating a variation of its drinks products in the Kenyan and regional market.

Over the next few weeks, they’ll be adding more variations into their existing product portfolio.

Coca-Cola management quotes

“With innovation at the core of our new business strategy, we will be able to create more opportunities for the 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,” 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 just expand our portfolio, but to shape our portfolio in a very deliberate way,” she said while speaking at their office in Upper Hill, Nairobi.

 

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