Kenafric Industries Limited, the manufacturers of Confectionery, Food, Footwear, and Stationery products in Kenya has launched Africa’s first activated charcoal chewing gum.
The product dubbed ‘Fresh Active’ was launched on Thursday July 22, 2021 in Nairobi.
During the launch, Kenafric Industries Limited CEO Mikul Shah expressed his confidence in the new product, saying that the company is dedicated on working on how to give its consumers more, hence the birth of Fresh Active.
Available in two variants
Fresh Active, with activated charcoal, is a teeth cleaning powerhouse that is great for oral healthcare and leaves a lasting cooling effect that enhances fresh breath. The gum will be available in two variants, cool mint and cool watermelon.
Activated charcoal is trusted globally due to its oral benefits restoring correct PH for enhanced oral health while reducing overall mouth odour.
According to Shah, Fresh Active also has a cool lasting effect that gives someone an extra boldness every time he/she chews.
Over two years for research
Fresh Brand Manager Jane Muriithi said that Fresh Active is beginning its exciting journey, with the gum taking them over two years for research, formulation to bring to market.
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“Fresh Active chewing gum is not shy to give you more. We are launching Fresh Active with the campaign of Activate your Cool that identifies with our consumers who desire to test their boundaries,” she said.
The product comes into the market months after Kenafric Industries revamped Fresh chewing gum with a new formulation that has a long-lasting taste and softer chewing experience.
Over 65% of Kenyans chew gum and as players in this consumer category, Fresh dominates in the fresh breath segment In the said category, Fresh Chewing Gum is the only Chiclet Chewing Gum with five ranges of flavor namely, Menthol, Peppermint, Fruity, Strawberry and Baberry.
Brand visibility
As a way of improving its brand visibility, Kenafric Limited last year went a step further to endorse celebrity artist; Kahush as its official brand ambassador.
This partnership is aimed at supporting and encouraging local talent to live their best lives.
Mikul Shah stated that “our youth are the turning point we need, and for that to happened we need them to be Inspired, Expressive and Confident. We are extremely pleased to engage in this partnership with Kahush.”
Other products under Kenafric Industries Limited include culinary products such as Oyo Mchuzi mix, confectionary products such as lollipops, candies, toffees and ball gums not forgetting biscuits and ready to drink energy drinks.
Kenafric which started as a shoe business employing only 20 people was founded in 1987 by the Chedda family in Baba Dogo in Nairobi.
Today, the Company today is one of the largest manufacturers and leading exporters of confectionery, food, footwear and stationery products in Kenya.
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It employs over 2,000 people directly and touches the lives of more than 7,500 people indirectly, with exports to 14 countries.
The Company has been in operation for over 30 years and exports confectionery, food, footwear and stationery products to more than 14 countries in Africa.
