NIGERIA – Monarch Beverages, a franchise company specializing in soft drinks and functional beverages, has teamed up with Planet Bottling Company, a trailblazer in the Nigerian beverage industry, to launch a diverse range of brands produced entirely in Nigeria.
These brands include American Cola, Reaktor Energy Drink, Planet Drink, and Bubble Up. Each brand boasts a rich history, a unique mission, and distinct values that align with Planet Bottling Company’s vision of becoming a leader in innovation in Nigeria.
With four beverage brands spanning different categories, from energy drinks to cola and fruity-flavored drinks, including mixers, Planet Bottling Company has established itself as a beacon of local production, quality standards, and international excellence.
The company produces and markets these beverages in a state-of-the-art factory located in Ogun State, Nigeria.
Planet Bottling Company prides itself on its ultra-modern production capacity, aiming to consistently craft exceptional beverages that leave a lasting impression on Nigerian consumers.
The company’s principles are centered around innovation, integrity, diversity, and a customer-centric approach, striving to meet the growing demand for quality and value in Nigeria.
The mission at Planet Bottling Company is to provide the best quality products for customers, ensuring that consumers remember each beverage brand for its value, unique taste, and design while maintaining affordability and quality.
This launch positions the companies competitively against other big brands that have introduced new products recently.
In 2023, Seven-Up Bottling Company (SBC), one of Nigeria’s largest beverage manufacturers, introduced two new and refreshing drinks: Hydr8 100, a carbonated isotonic beverage, and D’Vybe, a flavored carbonated soft drink.
According to the Institute of Developing Economies, a few multinational companies substantially control manufacturing in Nigeria. For instance, the soft drinks industry is dominated by the Nigerian Bottling Company (franchisee of Coca-Cola of the US) and Seven-Up Bottling Company (franchisee of Seven-Up and Pepsi, both of the US).
The market dominance of these companies reflects their long-standing presence in the country. They maintained their investments in the Nigerian market throughout the challenging military era when their competitors either withdrew or failed to enter.
Their dominance also highlights the vast size of the multinational parent companies backing these Nigerian firms.
Nigeria’s population of over 232 million is particularly attractive to manufacturers targeting young people, as Nigeria has the youngest population in Africa, according to the Thread Group.
“Nigeria’s young and growing population will drive increased consumption of soft drinks, supported by significant marketing investments from local and international players,” noted Christopher Day, a research analyst at Euromonitor International, in a market analysis.
“Manufacturers are expected to continue adapting to economic challenges by devising more creative strategies to sustain growth in soft drinks.”
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