Company name: Sasini Plc, Kenya 

Product type: Hot beverage

Innovation: Packaging change

Sasini Plc, a Kenyan listed tea and coffee processing firm has introduced new packaging for its products, to enable them stand out and drive purchase decision making by customers.

The new packaging, according to Business Daily, feature simple and clearly communicated branding message, with the company’s logo easily distinguishable.

The move was triggered by the firm’s quest of matching the quality of the product inside with consumer perception at first glance.

“The new packs will convey our true fabric as an authentic and Kenyan top-quality producer of agricultural products and especially of tea and coffee,” Martin Ochien’g, the Group Managing Director told the Business Daily in an interview.

The roll out of the new packs began end-October 2020 and will be in full gear by end of November 2020.

Though the bulk of its business is in the export market, the firm has several brands that are sold locally through its Sasini Retail Division which include Sasini Gold Tea (Pure Grade Highland Tea), Sasini Classic Tea (Fine Blended Highland Tea), Sasini Premium Tea, Sasini Instant Coffee, Sasini Kahawa Kamili (Ground Coffee) and Sasini Kahawa Number 1.

“These brands are critical to our success and offer us an excellent opportunity to showcase our quality in the local market. It is our aim to avail our products to the people of Kenya through packaging that clearly communicates what Sasini does in the beverages sector,” Mr. Ochien’g said.

Other than upgrading the packaging, the company is revamping its retail business in a bid to promote consumption of the country’s leading export commodities.

“The new packs will convey our true fabric as an authentic and Kenyan top-quality producer of agricultural products and especially of tea and coffee.”

Group Managing Director Sasini Plc – Martin Ochien’g

Kenya is known for producing the highest standard tea and coffee in the world; however, local consumption remains low, with much of the produce exported.

“It’s inconceivable that the country grows and produces the best tea and coffee grades yet consumes very little of the beverages. We intend to take the leadership in driving this consumption by doing both category growth and brand growth work,” Mr. Ocheing stated.

In quest to change the narrative, the processing company is availing its products through a vast network of stores in the country i.e. grocery chains, supermarkets, independent consumer outlets, convenience stores and kiosks.

The diverse nature of these outlets gives them an opportunity to spread their products easily to the consumers they seek.

The reports have also revealed that Sasini will work with other local brands in the hot beverage sections to drive awareness of these brands in the country drawing in more consumers.

Additionally, they strive to expand occasions in which Kenyans interact with their brands, allowing them to share the numerous consumption occasions available for tea and coffee away from just the traditional breakfast.

The larger Africa continent faces the challenge of low consumption of both coffee and tea. To this end, the Inter-African Coffee Organisation (IACO) in partnership with Centre for Agriculture and Biosciences International (CABI) and the International Coffee Organization (ICO), have unveiled a US$950 million African Coffee Facility.

The facility, supported by the Afreximbank is aimed to support various coffee projects in the region, including research and promotion of coffee consumption.

Africa accounts for about 12% of the world’s coffee production.

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