Bidco develops a taste for energy drinks

Bidco Africa, the regional fast-moving consumer goods manufacturer, has ventured in the energy drinks space with the launch of Reaktor energy drink as part of its portfolio in the beverages market.

With an enhanced fruity taste, Reaktor’s unique formulation and ingredients are selected to give complete action, provide energy to the muscles and brain, boost the nervous system and reduce fatigue while improving concentration.

Reaktor was launched with the Kenya Rugby Union. The juice got endorsement from both the Kenya Sevens Men’s and Women’s teams ahead of their seventh and eighth legs of the HSBC World Sevens Series; the Hong Kong 7s and Singapore7s. With an enhanced fruity taste, Reaktor presents a unique formulation with ingredients such as Vitamins B3, B5, B6 & B12 selected to give enhance proper functioning of the nervous system reduce fatigue and improve concentration.

Reaktor has an original and unique positioning of conquering to enable the brand to cover all consumer opportunities. “Energy drinks consumption has evolved; while it was previously associated with a niche segment of consumers, we have democratized the consumption to now show all the facets of the consumers,” said Mr Vimal Shah, the chairman of Bidco Africa.

Reaktor is among the first energy drinks available in PET, a premium and innovative packaging that will reinforce the brand image with a strong visual identity.

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Bidco Africa Director Chris Diaz said this unique style allows for immediate recognition by the consumers in the market. “We have introduced a unique product which will come in handy for all the consumers who need an energy recharge at any time of the day and night. With a more fruity and pleasant tastes,” said Mr Diaz.

Bidco Africa, previously known for edible oils and hygiene & personal care products, has now invested in a state-of-the-art facility at its Bidco Industrial Park for making beverages. “We are ready to disrupt the market as Reaktor has been received well with most consumers in the market,” said Maxwell Sande, Bidco’s Head of Modern Trade.