The Coca-Cola Company has launched Charged, a new sparkling caffeinated drink, in Kenya’s coastal region as part of efforts to expand its beverage portfolio and target consumers seeking an energy boost during daily activities.
The new drink, unveiled in Mombasa on Monday, comes in two flavours — Lemon Burst and Electric Pineapple — and is available in 330ml bottles retailing at Sh50.
Speaking during the launch, Monique Katana said the company was excited to introduce the product to the coastal market following its debut in Nairobi last month.
“We are excited to introduce Charged to the coastal region, offering consumers a refreshing boost to power through their day,” she said.
Katana added that the launch demonstrates the company’s commitment to innovation and providing consumers with beverage options that suit changing lifestyles and tastes.
According to Loyce Odhiambo, the new beverage combines the refreshing qualities of a soft drink with the energising effect of an energy drink.
“What is unique about Charged is that it sits between a soft drink and an energy drink. We realised this is something people at the Coast really need, especially because of the hot weather and active lifestyle,” she said.
Odhiambo said the company had received positive feedback since the initial rollout, particularly for the Lemon Burst and Electric Pineapple flavours.
“The two products, Pineapple and Lemon Blast, have been well received and people say they feel energised after taking the drink,” she said.
To support the launch, Coca-Cola and its authorised bottler, Coca-Cola Coastal Bottlers Ltd, have begun a five-day roadshow activation across Mombasa and Kilifi counties.
The campaign kicked off in Kiembeni and will extend to areas including Mamangina, Kongowea Market, Likoni Ferry, Tudor, Shimanzi, Jomvu and Kilifi Town.
The roadshow features music, entertainment and product sampling aimed at engaging consumers such as market traders, boda boda riders, mechanics, drivers and office workers.
Ruth Mwake Mwalenga said the product was designed to cater to workers across different sectors by providing refreshment and energy throughout the day.
“The main reason for creating this drink was to give both low-income and high-income consumers an opportunity to refresh themselves and stay energised throughout the day,” she said.
She added: “Our target includes market traders, drivers, boda boda riders, mechanics and even office workers. We want everyone to enjoy Charged at an affordable price of Sh50.”
Some consumers who sampled the drink during the launch welcomed the new product, citing its refreshing taste and energising effect.
“The pineapple flavour is really good, especially when chilled. It gives you energy and still tastes refreshing like a soft drink,” said Mombasa resident Aisha Mohammed during the roadshow in Kiembeni.
Another consumer, boda boda rider Kevin Otieno, said the drink could become popular among workers who spend long hours on the road.
“It is affordable and refreshing. For people like us who work all day moving around, I think it will really help keep us energised,” he said.
