Kenyan rapper Kahu$h whose real names are Kahumburu Mutahi has penned a new deal with confectionary manufacturer Kenafric to market its flagship chewing gum Fresh as the company prepares to revamp and upgrade the brand.
In a statement issued by the company on Thursday, Kenafric stated that it is revamping the Fresh brand and improving its gum base to deliver enhanced chewing experience with extra lasting freshness and flavor, while maintaining its current retail price of Ksh5 for four pellets.
“To celebrate this consumer-centric enhancement, we have repackaged Fresh chewing gum to be vibrant, confident, and outstanding, just like our consumers. We are Fresh in and out.” Jane Muriithi, Brand Manager Fresh chewing gum said during the launch of the announcement.
This is where Kahu$h, a son to Health Cabinet Secretary Mutahi Kagwe comes in.
Chief Executive Mikul Shah says the move to endorse the rapper is aimed at supporting and encouraging local talent.
“Our youth are the turning point we need, and for that to happened we need them to be inspired, expressive and confident. We are extremely pleased to engage in this partnership with Kahush,” stated Mr Shah during the launch event.
Mr. Shah exuded confidence that the brand will reach new heights. “We know consumers chew gum to freshen their breath, to concentrate, to elevate anxiety and we took this into consideration as we revamped Fresh and the range of flavors it offers.”
Over 65% of Kenyans chew gum while Fresh is a popular product manufacturer is this consumer segment.
The Fresh catalogue consists of five ranges of flavor namely: Menthol, Peppermint, Fruity, Strawberry and Baberry.
Other products under Kenafric Industries Limited include culinary products such as Oyo Mchuzi mix, confectionary products such as lollipops, candies, toffees, and ball gums as well as biscuits and ready to drink energy drinks.