The Coca-Cola Company has introduced Charged, its new sparkling caffeinated beverage, to Kenya’s coastal market as the firm seeks to strengthen its presence in the fast-growing energy drinks segment.
The launch, held in Mombasa on Monday, marks the product’s expansion beyond Nairobi following its earlier debut in the capital last month.
Charged is available in two flavours, Lemon Burst and Electric Pineapple, and retails at Sh50 for a 330ml bottle.
Speaking during the launch, Monique Katana said the company was focused on offering consumers more beverage choices that suit their evolving lifestyles.
“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 underscores Coca-Cola’s commitment to innovation and meeting consumer demand through diverse product offerings.
Loyce Odhiambo said the beverage was designed to bridge the gap between traditional soft drinks and energy drinks.
“What makes Charged unique is that it combines the refreshment of a soft drink with the boost associated with an energy drink. We believe this is something that fits well with the Coast market,” she said.
Odhiambo noted that feedback from early consumers had been positive, especially regarding the product’s taste and refreshing effect.
“The Lemon Burst and Electric Pineapple flavours have been received very well and consumers say they feel energised after taking the drink,” she said.
As part of the rollout, Coca-Cola and Coca-Cola Coastal Bottlers Ltd have launched a five-day roadshow campaign across Mombasa and Kilifi counties.
The campaign started in Kiembeni and is expected to cover areas such as Kongowea, Tudor, Shimanzi, Likoni Ferry, Jomvu, Mamangina and Kilifi Town through entertainment and product sampling activities.
Ruth Mwake Mwalenga said the company was targeting consumers from different sectors, including traders, drivers, mechanics, boda boda riders and office workers.
“We created this drink to give consumers an affordable option that keeps them refreshed and energised throughout the day,” she said.
Consumers who sampled the drink during the launch welcomed the new product, citing its affordability and flavour variety.
“The lemon flavour is refreshing and not too strong. I think many young people will like it,” said Mombasa resident Brian Mwangi.
Another resident, Halima Hassan, said the drink’s price makes it accessible to many consumers.
“At Sh50, it is affordable and the taste is good. It is something I would buy again,” she said.
