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INTERNATIONAL beverage maker, Coca-Cola, has launched a new Schweppes Novida brand in Zimbabwe as it moves to consolidate its market share in the country.
Schweppes Novida is a new non-alcoholic, malt-based, fruit-flavoured soft drink being bottled by Delta Beverages.
Novida comes in two flavours – pineapple and mandarin in a sleek 400 ml PET bottle that retails at $1.
“As far as the taste is concerned, the Novida brand is quite refreshing,” said Coca-Cola senior franchise brand manager Takunda Jinda during the official launch of the product in Harare on Tuesday.
“This segment of drinks remains a largely unexploited category. We’ve made significant investment plans to ensure that we tap into the potential segment fully and the Coca-Coca Company has set itself up to change the situation by introducing its first fruit-flavoured malt-non-alcoholic beverage into the Zimbabwean market.”
He said the brand was tried and tested and has done “extremely” well in other markets.
The introduction of Novida into the Zimbabwean market, Jinda said, was part of a global strategic move to meet the ever changing consumer demands and tastes.
The product will be available on the market before the end of the week or early next week.
“We’re alive to this fact and are dedicated to continuous innovation. Novida will enhance our Zimbabwean beverage portfolio that includes sparkling beverages and light variants such as Coke light, Fanta, Sparletta variants, Schweppes bottled water, Mazoe and Minute Maid fruits juices. The launch of Schweppes Novida would help boost our market share and offer variety to our consumers,” he said.
“Novida would be supported by a fully integrated marketing campaign that includes electronic advertising, billboards and interactive media.”
Jinda said the launch of their new brand was an important milestone in the history of the Coca-Cola system in Zimbabwe.
“I’m equally excited to share our story of a brand new addition to our family – Schweppes Novida. One hundred and twenty-eight years in the world and 67 years of existence in Zimbabwe and in a sector such as ours, that’s constantly and rapidly evolving is no mean achievement.
“We should be proud to have claimed our rightful position. More importantly we’ve done so on the back of the strong values of leadership, collaboration, integrity, accountability, passion, diversity and quality,” he said.
Jinda noted that the economic impact of the drinks sector on the Zimbabwean economy was significant as it supported jobs at home directly in the industry and its associated sectors.
The industry, he said also supports the livelihoods of families who supply the quality raw materials that fuel the industry
“I can’t stress enough the importance of the quality factor of this uniquely Zimbabwean beverage in terms of continuing expansion.
“Zimbabwe is part of the world system which recognises the quality of local food and drinks. “This is a very important factor because market research tells us that in difficult times consumers like to know that their hard earned money is spent on quality products,” he said.
Jinda said Zimbabwean producers were well placed to meet the demand for quality products. He said despite tighter markets, there was evidence that internationally, consumers were still prepared to pay for premium brands and this sector was expected to grow.
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