Coca-Cola Set to Introduce New Beverage Categories into the Market

3 Billion shillings has been invested by Coca-Cola Beverages Africa- Kenya in a new Hot Fill Line as it evolves towards becoming a total beverages company.

The move is in a new approach to reshape both Coca-Cola’s growth strategy and operating model.

Under this model, the firm plans to expand its portfolio of beverages significantly by introducing a new category of beverages, some of which are not currently on 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, Kenya during a tour of the New Hot Fill Line in Embakasi, Nairobi.

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 22 billion shillings 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 4.8 billion shillings has been injected in the production of glass in Kenya over the last decade.

“We are responding to the ever-changing consumer tastes and purchase habits,” he added.

The continued investments in Kenya underscores the firm’s commitment to building new infrastructure to support strong and sustainable growth, applying world-class manufacturing and marketing practices.

The strategy will also create new jobs and foster stronger partnerships with customers and invest in community projects across Kenya.

“Through this innovative strategy, we believe that it will accelerate our trajectory and ensure that we remain the industry leader and have better future prospects and products for our customers,” he said.