Chewing gum market in Kenya
Kenafric Industries Managing Director Mikul Shah (right)  and the company's Head of Legal Lorna Solopian showcase the 'charcoal activated' gum, Fresh Active which is available in two variants.

Confectionary giant, Kenafric Industries Ltd, on 22nd July launched  an “activated charcoal chewing gum”.  Fresh Active with activated charcoal is being marketed as a teeth-cleaning chewing gum that enhances fresh breath. Activated charcoal is trusted globally for its oral benefits in restoring correct PH for enhanced oral health, while reducing overall mouth oduor.

 “As Kenafric Industries we are always working on how to give our consumers more, hence the birth of Fresh Active. Africa’s first activated charcoal chewing gum,” said Mr Mikul Shah, CEO Kenafric Industries Limited. “Not only is it fantastic for your teeth but it has a cool lasting effect that gives you that extra boldness every time you chew Fresh Active.”

Fresh Active is beginning its journey in a crowded market f chewing gum brands. Kenafric says the gum took over two years of research and formulation. “Fresh Active chewing gum is not shy to give you more. We are launching Fresh Active with the campaign of Activate Your Cool that identifies with our consumers who desire to test their boundaries,” says Ms Jane Muriithi, Brand Manager Fresh.

Fresh Active comes into the market months after Kenafric Industries revamped Fresh chewing gum with a new formulation that has a longer lasting taste and softer chewing experience. Fresh brand dominates the fresh breath chewing gum market in its category as 65% of Kenyans chew gum.

 Founded in 1987, Kenafric Industries Limited is one of the largest manufacturers of confectionery, culinary, juices, biscuits and snacks in Kenya. Kenafric employs over 1,500 people directly and touches the lives of more than 7,500 people indirectly.

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