SOUTH AFRICA – South Africa’s fast-growing energy drinks business, Switch, has expanded its portfolio with launch of a new innovative drink dubbed Switch Energy Mageu, made from milled maize.

According to the company, the new drink is fortified with vitamins and contains energy components of Guarana and Caffeine, creating a delicious grain drink, full of power to sustain one through the day and or night.

The product will be launched in 2 Switch flavours i.e., Original and Element and it will be packed in a 750ml bottle, in a case of 10.

“We think it’s a great product for the hard-working South African market looking for that cost effective energy meal to get you through the day,” highlighted the company.

Founded in 2011 by Christian Wentzel, who partnered with seed investors, the McKinlay family, Switch manufactures and distributes a wide range of energy drinks.

Supplementary products linked to the label, including energy bars and syrups, have additionally been developed.

The company recently welcomed new shareholders, RMB Corvest and Mark Bowman – former Managing Director of SABMiller Africa, who acquired equity interest in the company.

The energy drink scene in Africa has taken a leap with the beverage category transitioning from an aspirational product sold exclusively in retail outlets and service stations to finding everyday relevance.

Processors have also heightened their research and development efforts, introducing innovative products that align with consumer taste and preferences especially ensuring health and well-being.

To this end, the utilization of grains in production of energy drinks has been on the rise as Heineken Ethiopia recently unveiled the country’s first non-alcoholic malt-based energy drink dubbed Bertat.

Bertat, according to New Business Ethiopia, delivers instant energy while providing the goodness of malt as well as packed with vitamin B6 & B12.

Its use of malt gives it a refreshing and natural taste in comparison to most regular energy drinks with artificial flavours.

The new drink is packaged in 100% recyclable glass bottles, enabling the beverage manufacturer to reduce its impact on the environment in line with its goal of achieving zero waste-to-landfill before 2025.

The Heineken energy malt drink is a proven concept and recipe that has already been successfully launched in other African markets in recent years as it pursues to offer two zero-alcohol options in the majority of its markets by 2023.

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