Kevian Kenya, the producer of Afia and Pick N’ Peel juice brands, has now ventured into the production of energy drinks, upping competition in the local market dominated Australia-produced RedBull and America’s Monster Energy.
The Thika-based processor says it has started producing three variants of its new ‘Afia Energy Drink’ which include apple, classic and strawberry flavours.
“This is a locally formulated product that we have been working on as part of our brand expansion plan,” Kevian managing director Kimani Rugendo said in an interview.
A can will retail at Sh120.
“The market response has been very inspiring for the few weeks the new product has been in the market. Our end-game has been on quality, accessibility and affordability,” said Mr Rugendo in reference to emerging competition from established and emerging players in the market.
The company, which also has a plant in Nairobi, has been diversifying its products following support of the German Investment Corporation.
The funding has seen Kevian venture into production of non-alcoholic malt drinks, tomato sauce and ready-to-drink coffee.
The new production line is expected to create about two hundred new jobs both directly and indirectly.
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