La Casera Relaunches Apple Drink into Nigerian Market
…NAFDAC, SON, MAN endorse brand
La Casera, leading carbonate soft drink (CSD) in Nigeria, has relaunched its Apple drink into the Nigerian market after 16 years of quenching consumers’ thirst.
The newly relaunched product was endorsed by National Agency for Food Drugs Administration and Control (NAFDAC), Standard Organization of Nigeria (SON), Manufacturers Association of Nigeria (MAN), dealers and consumers at the relaunch held at the prestigious Oriental Hotel, Lagos yesterday.
The Nigerian CSD market commands a unique hold in the beverage sector of the economy with an estimated 49% of soft drinks volume sales. With the relaunch of the Apple drink, the company is set to make more inroad into the market, as it now comes with more apple juice than before, combined with refreshing and rejuvenating taste.
Mr. Roland Ebelt, Managing Director, The La Casera Company (TLCC), said the launch of the repackaged La Casera Apple drink is a display of the company’s innovative, forward-thinking prowess and commitment to consumers’ satisfaction.
“La Casera Apple drink now wears a new colourful and attractive look with real apple fruit indicating an increase in real apple juice content in each bottle giving consumers more taste of real apple bite.
“It is good to say that the all new La Casera Apple drink, which still comes in 50cl bottle, developed to meet the thirst need of the average Nigerian who is always on the go, still remains the standard and quality which La Casera is known for and also stands for.”, he explained.
Speaking in a similar vein, Mr. Bello Yusuf, Marketing Manager, TLCC, said the relaunched is a deliberate attempt to become the leader in the CSD market after overcoming challenging times in its business operations.
“Sixteen years down the line, the dynamics of the CSD market is not the same. Today, we have come to witness the rebirth of our flagship brand La Casera Apple drink.
“The La Casera Company has the vision of providing innovative, original, nutritional products to its consumers through their brand, La Casera Apple drink”, he said.
The relaunch has long been expected by brand experts, consumers, dealers and industry watchers, following claims that the brand is unhealthy for consumption and contains chemical substance. One of the product’s dealers revealed to MARKETING EDGE that the claim slightly affected the fortune of the brand in the market. However, she expressed optimism that the repackaging, repositioning and aggressive marketing strategy adopt by the company will change the old story.
To allay the fears that the drink is unhealthy for consumption, NAFDAC, SON, and MAN were present to endorse the repacked product.
Endorsing the product, Kenneth Azikiwe, representative of the Director General of NAFDAC, said the product has gone through the rigorous processes and has been found to be of high quality and good for consumers.
“On behalf of my DG, I thank the management of La Casera for coming up with another product; NAFDAC number is attached to the label and I want every Nigerians to drink and when you do, drink comfortable because NAFDAC has a stamp on it, it is NAFDAC approved”, he explained.
Mrs. Emordi Helen, representative of the Director General, SON, also said the product is safe and of quality standard. “SON has ensured that the product conforms to the requirement of standards”, she stated.
In the same vein, a Director at MAN, Joseph Emoleke, commended the company for the innovative product. He called for more innovative products to make the industry thrive.
“La Casera is one of those companies that are so dear to us and we know you will continue to excel. On behalf of the president, DG, and the National Council of MAN, we felicitate with you. We know you will continue to improve your quality. We are solidly behind you”, Emoleke said.
The La Casera Company Plc. gained entrance into the Nigerian CSD market in 2001 with the introduction of a flagship brand, La Casera Apple drink in PET bottle, which since has been setting the pace for excellence and quality.
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