Online Reporter
So Sweet
FOR generations of Zimbabweans, the mention of “Mazoe” immediately conjures up images of refreshing, zesty orange cordial — a staple in countless homes and a taste deeply intertwined with national identity. But this iconic beverage, synonymous with a rich, fruity tang, has a fascinating history rooted in early 20th-Century Rhodesia and a journey that has seen it become a beloved regional phenomenon.
The story of Mazoe Orange Crush begins in 1930, not in the sprawling citrus groves it would later be named after, but in a small soft drink factory in Bulawayo. It was here that a shrewd entrepreneur named Arthur Sturgess established Spa Foods. Sturgess, with a keen eye for market gaps, recognised the opportunity to produce a real fruit juice locally, capitalising on the abundant oranges from the fertile Mazowe Valley.
The name “Mazoe” itself, now an indelible part of the brand’s identity, was suggested by Sturgess’s wife, a moment of inspiration that cemented the drink’s connection to its geographic roots. Thus, a national treasure was born, poised to quench the thirst of a burgeoning nation.
From these humble beginnings, Mazoe’s journey has been one of growth and adaptation. In 1945, Spa Foods merged with Schweppes International, forming Schweppes Central Africa Limited and leading to its listing on the Rhodesian Stock Exchange. This strategic alliance provided Mazoe with greater reach and resources, solidifying its presence across the country. Over the decades, Schweppes Zimbabwe Limited (SZL) grew, establishing distribution depots in various towns and becoming a significant player in the non-carbonated beverage market.
A pivotal moment in Mazoe’s evolution occurred in 1998 when Cadbury Schweppes Limited agreed to sell its carbonated and crush product brands to The Coca-Cola Company worldwide. This global acquisition saw Mazoe Orange Crush fall under the vast umbrella of Coca-Cola, with Schweppes Zimbabwe Limited continuing to manufacture and distribute the beloved brand under franchise. This arrangement remains in place today, ensuring Mazoe’s adherence to international quality standards while retaining its local production heart.
Mazoe’s success is not merely a due to its refreshing taste but also to its ability to evoke strong emotional attachment among consumers. For over 70 years, it has been a trusted brand, ingrained in family traditions and social gatherings. This deep connection was dramatically highlighted in 2018 when Schweppes Zimbabwe briefly altered the original recipe to reduce sugar levels and introduce artificial sweeteners. The public outcry, amplified by social media campaigns like #hashbringbackourmazoe and #DzosaiMazoe, was immense. Consumers passionately demanded the return of the original taste, demonstrating the profound heritage and cultural significance of the brand. Swiftly responding to consumer pressure, Schweppes Zimbabwe reinstated the original formula, a clear indication that for many, Mazoe is more than just a drink – it’s a part of their heritage.
Beyond the classic Orange Crush, the Mazoe range has expanded over time to include various flavours such as Blackberry, Raspberry, Cream Soda, Peach, and even a sugar-light variant. This diversification caters to evolving consumer preferences while retaining the brand’s core essence of quality and refreshment.
Today, Mazoe Orange Crush continues to be a renowned and loved juice cordial, an integral part of the Zimbabwean community, with its popularity extending regionally to countries like Botswana, South Africa, Malawi, Zambia, and Mozambique. It has garnered numerous accolades, including the National Product Quality of the Year Award and consistent recognition as a “Super Brand” by the Marketers Association of Zimbabwe.
