Sefalana unveils new soft drink brand
Isaac Pinielo | Thursday June 18, 2015 18:04
The group, which is the parent company to retailers Shoppers and Sefalana Cash and Carry, said it will start producing and selling its own branded soft drink called ‘Kwencha’, which will come in cola, light cola and ginger beer.
Sefalana group finance director, Mohamed Osman said they were optimistic they would perform well in the market. He said the company wanted to capture increasing demand for soft drinks, which has grown steadily over the years.
Early this year, Sefalana purchased the Boatle-based juice making company, Golden Fruit.
The group, which is expanding its manufacturing division through acquisitions, has also branded some of its other products under the name ‘A-Star’.
The 40-year old diversified fast moving consumer goods giant, will also sell bottled water with the brand name ‘Astra’ as well as other ‘A-Star’ consumer products such as baked beans, wheat flour, orange squash and fabric softener.
The company also intends to introduce Internet shopping. All these developments are in line with the group’s rebranding and adoption of a new wider identity that will flow into each one of its divisions, companies and associated businesses.
Addressing the media on Tuesday before the launch of the company’s new identity, Osman indicated that the new group positioning line, ‘Your basket of opportunities’, reflects the benefits and intent of the group to actively seek out new opportunities for all stakeholders. He said the rapid growth and expansion of the Sefalana group over the years has resulted in a somewhat fragmented identity within the group umbrella.
Osman added that in today’s competitive environment, building a strong and unified brand across diverse operations is considered to be one of the best ways to enhance synergy and strengthen an organisation.
“Sefalana has built a well-known and trusted name and believes it will leverage this equity of the household brand that speaks with one voice,” he said.
Sefalana, which is the second largest local retailer after Choppies, operates in four business segments: Sefcash, Sefalana Properties, Foods Botswana, MF Group, KSI Group.
In July last year, Sefalana acquired a chain of 12 Metro stores in Namibia, taking the total store complement to 13 stores in that country, an achievement which has enabled the group to achieve a very significant presence in Namibia in a short space of time.
According to Sefalana’s financial results for the six months ended October 31, 2014, Metro Stores should contribute approximately 30 to P35 million to profit by the financial year-end in April next year, prompting the retail group to search for more opportunities in the neighbouring country.
A maize plant was also scheduled to be commissioned in Serowe some time this year after failing its initial commissioning date of December last year. Delays were attributed to the upgrading of the site preparations for the plant.