Coca-Cola Beverages Africa-Kenya has invested Ksh 3 billion in a new approach to reshape both its growth strategy and operating model.
Under this model, the firm 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, Kenya during a tour of the New Hot Fill Line in Embakasi, Nairobi.
To achieve this goal the firm has constructed a new Hot Fill Line which will ensure processing of beverages that fit the changing preferences of consumers.
“It is important to emphasize that The Coca-Cola Company system has invested a total of Kshs 22 billion (US$218 million) in production lines and glass as part of this strategy to be a total beverages company,” Mr. Kimani said.
Of the total amount US$ 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.
“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, 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,” Mr. Kimani said.