Mutalo Group, a Polish energy drinks manufacturer, plans to introduce their flagship drink, Kabisa, in the Malawian market.
Mutalo Group chief executive officer, Tomasz Nowowiejski, disclosed this in a statement earlier this week.
Kabisa is a tropical, Africa-oriented energy drink that has become popular in other African countries like Angola, Burkina Faso, Namibia, Kenya, Seychelles and Uganda.
“After a big increase in sales throughout the continent, we are expanding our operations and we are now introducing KABISAto the Malawian market,” explained Nowowiejski.
However,Nowowiejski could not unveil when exactly the new energy drink will be available on the market in Malawi.
“We are currently during negotiations with potential distributors from Malawi. This is why it is hard for us to give an exact date of the launch,” he added. “We conducted a wide market research and all the responses were absolutely positive.”
KABISA is a brainchild of two former managers from Jumia Africa, who founded the production company that aims to revolutionize the energy drink market in Africa.
But how come that in the times of Red Bull and a range of other equivalents they managed to market from scratch a new product and conquer new markets just within the last two years?
According to a statement, it all started two years ago when the two young and ambitious ex-managers went back to Poland after spending more than three years in Africa, where they were placing the foundations for the local e-commerce industry with Jumia Africa.
“Deeply familiar with the realities of the African economy and equipped with business connections throughout the continent, they decided to start on their own. It took them almost a year to design something completely different than a usual energy drink,” reads the statement.
“First thing that differs KABISA Energy Drink from the competition is a proper value for money. It is based on great quality ingredients, which is why people are eager to pay more for it, but at the same time it is not one of the most expensive ones.
“African beverage markets have a tendency to be bi-polarized – there are very cheap, low quality drinks and, on the other hand, high quality ones, which are often heavily overpriced. There was hardly anything in between before KABISA appeared on the display shelves. Customers who are looking for something of good quality don’t have to spend twice as much because expensive, premium products are not the only ones left.”
Mutalo Group observes that international giants offer their branded products in Africa, but they use the same packaging, pricing and marketing strategies that they use all over the world, claiming it is KABISA that seems to be one of the first international company from outside the continent to understand that Africa is different and have different needs.
“Once you find it in a store you know that it is in the right place. African design, tropical taste, branded fridges – it seems like nothing special, but altogether it creates a specific, friendly atmosphere.
“This is exactly what makes people want to buy it, not commercials with sportsmen jumping from the roofs and monster trucks, which are not embedded or familiar in the local culture,” says Mutalo Group.Follow and Subscribe Nyasa TV :