Leading consumer goods manufacturer has marked a fresh milestone with a new energy drink that is retailing at Sh. 70. The new drink, which has been dubbed Reaktor, is packaged in a 300 ml bottle.
The new drink from Bidco marks another step in the company’s diversification and product investment strategy that has boosted the company’s prime position in the fast moving consumer goods segment.
“Bidco Africa director Chris Diaz says that the packaging of Reaktor is set to allow for immediate recognition by consumers in the market.
“We have introduced a unique product which will come in handy for all the consumers who need an energy recharge at any time of the day and night,” he says. The energy drink comes with a fruity taste that is bound to give it an edge over other energy drinks in the market. It is also one of the first energy drinks which is available in PET, a premium and innovative packaging that is designed to reinforce the brand with a strong visual identity.
The new drink’s unique formulation and ingredients have been carefully selected to give complete action by providing energy to the muscles and brain, contribute to the proper functioning of the nervous system, reduce fatigue, and improve concentration and human efficiency.
“Energy drinks consumption has evolved in kenya. While it was previously associated with a niche segment of consumers, we have now democratized the consumption to show all the facets of the consumers,” says Vimal Shah, the Bidco Africa Group Chairman.
Over the recent few years, Bidco has been diversifying its product offering. The company’s main venture has been its entry in the beverages market. in 2016, the company started the construction of a mega Sh. 4 billion beverage plant in Thika. The factory now includes a production and bottling facility for non-carbonated still drinks, carbonated soft drinks and water.
The entry of Bidco into the beverages market is part of a Sh. 20 billion expansion blueprint that is set to see Bidco go into other manufacturing streams as it seeks to grow its annual turnover four-fold.
Currently, according to a report by research firm Consumer Insight, Bidco Africa, which was founded in 1970 as a garments factory, controls more than 60 per cent of the cooking fat and 54 per cent of the cooking oil market in Kenya.
