(L-R) Xavier Selga MD CCBA, Joyce Macharia CEO Almasi, Nelly Wainaina Head of Marketing ECAF, Oliver Osoto Customer and commercial Director Coca Cola pose for a photo during the launch of the new range of the Without Sugar Portfolio at Meru National Polytechnic.

Coca-Cola Central, East and West Africa (CEWA) Ltd and its bottling partner Coca-Cola Beverages Africa in Kenya have today launched a new range of Without Sugar beverages that will offer consumers more choice and convenience. The launch is in line with The Coca-Cola Company’s global vision of becoming a ‘Total Beverage Company’.

The Without Sugar beverage range includes Coca-Cola, Sprite and Stoney. The launch of Bila Sukari/without sugar is the latest in the number of actions taken by the company to give consumers options in regard to their sugar consumption and marks the next step in the Company’s strategy as it moves from offering choice to shaping choice by encouraging more people, including Coca-Cola Classic drinkers, to choose a without sugar option.

“The launch of the new range of Without Sugar Portfolio is part of our company’s strategy to offer our customers choice ranging from various pack sizes, to the amount they want to consume and how much they want to spend thereby driving affordability,” said Nelly Wainaina the Coca-Cola East and Central Africa Franchise Marketing Activations Lead during the launch held in Meru.

The official launch of the without sugar Portfolio was preceded by a two-day vibrant road show that started in Nairobi’s Roysambu area on Thika Road all the way to Meru via Muranga and Nyeri and back to Nairobi through Embu. Consumers and traders were introduced to the different ranges of packages now available to them during the numerous stops made at main trading centers along the route.

The road show was also used to promote Coca-Cola’s “Bila Sukari”/Without Sugar range that is already in the market. The Coca-Cola without sugar which has the great taste of Coca-Cola original is in line with the company’s “Total Beverage Strategy” which aims to provide consumers with diverse product options.

“Coca-Cola Zero itself had a great taste, but over the years our global team has been hard at work to reformulate and innovate ingredients to perfect its taste and give it a taste closer to that of Coca-Cola original. We finally managed to come up with the new taste for Coca-Cola Without Sugar to cater to our consumers looking for choice of full or Without sugar options from their favorite beverages to be more in control of their dietary intake,” said Wainaina.

With the consumers at the center of their business the company has been reshaping its growth strategy by also providing smaller, more convenient packaging, providing various pricing hierarchies within their portfolios so consumers can select their beverage of choice based on affordability across its diverse portfolio of beverages with or without sugar.