Maize Yoghurt, Anyone? Kenyan Firm Shakes Market with Cereal Milk

Kenya has now joined the cadre of African nations that have embraced cereal milk drinks following the entry of Yola, a brand by a Nairobi-based processor.

The ready to drink snack by Capwell Industries was produced at the new Ksh 250 million factory and comes in a variety of flavours. The product launch is part of the firm’s strategic direction to venture into beverages as it diversifies its business.

Capwell Industries other products include Soko Maize Flour, Pearl rice, and Ranee Spaghetti.

Speaking during the launch of the Yola cereal milk drink, Capwell Industries Group Chief Executive Officer Rajan Shah said that the firm was keen to innovate and develop products that meet the needs of Kenyan consumers at the point of health convenience and utility.

“Following the quarter of a billion shilling investment, Capwell Industries has now become a fully-fledged food and beverage company with the introduction of Yola as our first foray into the cereal milk drink and thus beverage category.

“This is a strategic growth move that we have taken to expand the line of products we offer in response to an evolving Kenyan food culture,” Shah explained adding that Cereal milk drinks are already quite popular across the Southern African region.

The introduction of Yola couldn’t have come at a better time as consumers are increasingly making healthier food choices despite their daily busy routines amid strong temptations to settle for fairly unhealthy foods.

According to the CEO, a major portion of the firm’s growth comes from the peri and urban areas.

These are the areas where population expansion has continued unabated and incomes steadily rising. Consumers from these areas have become more empowered to choose quality products for their own health and well being.

Yola offers a growth driver in a category expected to grow 50% over the next 10 years

Capwell CEO Rajan Shah

“This will continue to be the core market for Yola, as we anticipate that it will certainly catch on quickly even in the peri-urban and rural areas due to its long shelf life. In fact, Yola offers Capwell Industries a growth driver in a category that is widely expected to grow by at least 50% over the next ten years as consumers vote with their mouth fr healthier beverages,” Shah concluded.

Capwell Industries claims it has taken the opportunity to provide healthy, flavourful cereal milk that is suitable for breakfast, lunch, dinner and also as a snack on the go. The drink comes in two sizes the 250 ml and 450ml that cost Ksh 40 and Ksh 60 respectively.