NIGERIA – GX Foods Limited, a food and beverage company in Nigeria has launched a new fruit juice drink ‘Frudi fruit drink’ as it seeks to cement its position in the soft beverage industry in the country.

Speaking during the launch of the product, Mr Gbemi Moses, Managing Director at GX Foods, said that the product  is made from are 95% indigenous ingredients as a nutritious and healthy product.

“As we are moving from an era of refreshments and just drinking juices to an era of consumption of drinks that are nutritional, as well as beneficial to the body.

…bearing in mind that this is where the world is moving to, our target is to be the market leader of functional and beneficial juice drink,” Mr Gbemi said.

According to Mr Gbemi, the fruit drink will be available in four variants; Exotic, Gingy lemon, Zobo blast and Guava.

“The Inspiration for Frudi range of juices came from the desire to create a different juice experience in the market place.

The goal for Frudi is to take the consumers away from the norm to a place where they get to experience the extra taste in juices so they quickly forget the ordinary,” he added.

The Head of marketing, GX Foods, Mrs Theresa Sule, added that with the product, the company targets young adults and mothers as its major consumers.

“We are majorly targeting mothers, …Young adults between the ages of 15 and 40 are becoming more conscious of what they consume.

We want to begin to inculcate in them the indigenous culture, hence the Zobo blast variant.

That is why we are careful not to have produced the common single flavours like our competitors but put them in a blend that is nutritionally beneficial.”

Sule added that the company had invested heavily in research and development to ensure that the fruits put together in a blend were nutritious to the consumers.

Additionally, the company said that Frudi fruit juice variants aim at promoting locally manufactured products under the mantra “Buy Nigerian to grow Nigeria”.

GX highlighted that the product is available in 1000ml Tetra Pak across stores in the country as an aseptically packaged juice employing the highest quality standards.

GX Foods was incorporated in Nigeria in 2008 and is a major producer of an array of carbonated soft drinks, juice-based products, ready-to-drink teas and other beverages.