Confectionery giant Kenafric sweetens its gum portfolio with launch of activated charcoal chewing gum

KENYA – Eastern Africa’s leading confectionery manufacturer, Kenafric Industries, has straightened its innovation antennas and launched Africa’s first activated charcoal chewing gum.

The product dubbed ‘Fresh Active’ is a teeth cleaning powerhouse, offering great oral healthcare while leaving a lasting cooling effect that enhances fresh breath.

Its launch comes after two years of research and product formulation, which has led to the introduction of a gum aimed to gives one extra boldness every time he/she indulges in it.

Activated charcoal is trusted globally due to its benefits of restoring correct PH for enhanced oral health while reducing overall mouth odour.

“As Kenafric Industries we are always working on how to give our consumers more, hence the birth of Fresh Active; Africa’s first activated charcoal chewing gum.

“Not only is it fantastic for your teeth but it has a cool lasting effect that gives you that extra boldness every time you chew Fresh Active,” said Kenafric Industries Limited CEO Mikul Shah.

The gum will be available in two variants, cool mint and cool watermelon.

The manufacturing giant is raising awareness of the product through an upbeat campaign dubbed ‘Activate your Cool’.

“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,” Fresh Brand Manager Jane Muriithi said.

The new product comes into the market months after the manufacturing giant revamped its Fresh chewing gum portfolio with a new formulation that has a long-lasting taste and softer chewing experience.

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“As Kenafric Industries we are always working on how to give our consumers more, hence the birth of Fresh Active; Africa’s first activated charcoal chewing gum.”

Kenafric Industries Limited – CEO Mikul Shah

 Fresh Active joins the other Fresh chiclets coming in banana, berry fruit, menthol, peppermint, smooth sensation and strawberry flavours, alongside the chewy brand.

Other food products under Kenafric Industries umbrella include culinary condiments such as Oyo Mchuzi mix and Icing Sugar; confectionary products: lollipops, candies, toffees, bubble gums and ball gums not forgetting biscuits and soft beverages.

Further stamping his lead position in the region, the food and beverage firm, recently debuted a new line of beverage products from its recently commissioned plant.

The new products include Safi drinking water, Mr. Twista fruit flavoured drinks and Steam energy drink, which are available in a number of packaging options.

The beverage line follows the company’s recent entry into biscuit category with a new facility worth US$1m at its Baba Dogo factory in Nairobi.

Kenafric has also crossed the boarders becoming one of the first Kenyan companies to break into the Ethiopian market with a US$5 million investment in a biscuit and sweets production plant in 2018.

The production facility, which is located about two hours from the capital Addis Ababa, is part of a larger plan to diversify and expand its operations in East Africa.

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