Kenya Chosen as Anchor Market for Wrigley’s Gum Brands

The Wrigley East Africa, a chewing gum manufacturing firm aims at increasing its focus on the East Africa region market.

“This year our main focus is how to grow our distribution, distribution, distribution and engaging with our customers and getting them to stock our brands and also make money from the business,” said the Wrigley EA Market Director during the launch of the Skittles brand in Kenya.

A new chewing gum is in town #Skittles “The biggest small campaign” at Ksh20:00 pic.twitter.com/oxepYdJXgH

— David Indeje (@David_Indeje) January 25, 2018

He said, their main focus in the Confectionery category citing that Kenya would their main distribution hub for Africa.

“Kenya is our biggest gum market in Africa. We have just invested over Ksh 7 billion in a new factory because of the size of our business and we also believe Kenya could be the hub to distribute within the continent.”

The Mars Inc subsidiary said the plant in Machakos will double Wrigley’s capacity in Kenya.

“Africa is a big opportunity for Mars. And Kenya in terms of growing our brands. It is our anchor market.”

The new brand is 10 grams and will retail at Ksh 20:00. Other brands include Big G, PK, Doublemint, Juicy Fruit and Orbit.