This archive report was first published on 3 July 2019.
On July 3, 2019, the Coca-Cola System in Kenya announced its innovative portfolio of beverages, aiming to offer customers more choice and convenience.
The company, evolving to become a Total Beverage Company, has reshaped its growth strategy and operating model to cater to changing consumer tastes and buying habits. Since 2017, it has expanded its product offerings in various category clusters, including water, nectar juice, ready-to-drink coffee, tea bags, and sports drinks.
Among the new products launched was Minute Maid Nutridefenses, a nectar juice fortified with vitamin E and Zinc, suitable for the breakfast occasion. Coke plus Coffee, a fusion of Coca-Cola and coffee with 50% less sugar, targets the afternoon slump to help rejuvenate consumers. Powerade, a sports beverage that replenishes electrolytes, carbohydrates, and vitamins, was also introduced. The company launched its Without Sugar portfolio, including Coca-Cola, Fanta, Sprite, and Stoney, providing consumers with a choice to take their sodas with or without sugar.
The Coca-Cola System in Kenya has also introduced smaller, more convenient packaging and various pricing hierarchies within their portfolios, allowing consumers to select their beverage of choice based on affordability.
With the consumers at the center of their business, the company has adapted the One Brand Strategy in 2016, committing to choice and offering consumers whichever Coca-Cola suits their taste, lifestyle, and diet, as reflected in the tagline 'Taste the Feeling.'
“We will create more opportunities for the use of local ingredients and other inputs, and create more jobs for farmers, youth, and women,” said Nelly Wainaina, Head of Marketing Kenya and Tanzania, Coca-Cola Central, East and West Africa (CEWA) Limited.
