BEVERAGE manufacturer Schweppes Holdings Africa is strengthening its foothold in Zimbabwe’s juice market with the introduction of a new affordable one-litre Minute Maid pack designed for families and home consumption.
The company says the latest expansion reflects growing confidence in the local market and changing consumer preferences, as more households seek value-for-money beverage options.
Speaking on the sidelines of the launch of the refreshed Minute Maid Pulpy range in Harare on Saturday, Schweppes Holdings Africa managing director Stanley Muchenje said the company was responding directly to consumer demand for larger take-home packs.
“The latest news is that we are expanding the pack. We are launching a one-litre pack so that our consumers can actually have a take-home pack instead of the current packs that are normally for consumption on the go,” Muchenje said.
He said the new packs would soon be available in retail outlets across the country.
“Consumers should keep watch on the shelves of the shops nearest to them. There will be one-litre packs from now going forward,” Muchenje said.
Muchenje said affordability remained central to the rollout strategy, adding that the larger pack would still be accessible to ordinary consumers.
“The one-litre will be very affordable,” Muchenje said.
The launch comes as Schweppes continues to modernise and reposition the Minute Maid brand to remain relevant to evolving market trends.
“We decided that it was time to rebrand, give it a fresh look because, as you know, brands go through life cycles,” Muchenje said.
“It was time that we reconnected with our consumers with a fresh look, and that really is in line with our efforts to keep the brand fresh and in line with international standards,” Muchenje said.
Muchenje said Minute Maid continued to dominate Zimbabwe’s juice market, giving the company confidence to widen its product offering and invest further in the non-alcoholic beverages sector.
“Minute Maid is actually the biggest juice brand in Zimbabwe,” Muchenje said.
