Coca-Cola To Introduce New Beverage Categories Into the Kenyan Market

Coca-Cola Beverages Africa says it has invested Kshs 3 billion in a new Hot Fill Line in its Kenyan operations as it evolves towards becoming a total beverages company in a new approach to reshape both its growth strategy and operating model.

Under this model, the firm says it plans to expand its portfolio of beverages significantly by introducing new category of beverages, some of which are not currently in the market.

“We are witnessing a trend in which the entire fruit juice and sports drink segment is growing globally as consumer tastes and preferences shift. It is therefore becoming an increasing priority for us to expand the portfolio of beverages available to all segment of our consumers,” said Duncan Kimani Manufacturing Director Coca-Cola Beverages Africa.

He said the technology required to achieve this goal is more sophisticated and therefore have constructed a new Hot Fill Line which will ensure processing of beverages that fit the changing preferences of consumers are available in the market.

“It is important to emphasize that The Coca-Cola Company system has invested a total of Kshs 22 billion (US$218 million) in production lines and glass as part of this strategy to be a total beverages company,” he said.

Of the total amount US$ 170 million has been invested in production lines while Kshs 4.8 billion (US$48 million) has been injected in the production of glass in Kenya over the last decade.