Coca-Cola Launch Charged Energy Drink in Kenya’s Coastal Region

By Mbungu Harrison

Email, thecoastnewspaper@gmail.com

The Coca-Cola Company has expanded its beverage portfolio in Kenya with the launch of Charged, a new sparkling caffeinated drink now rolling out across the coastal region.

The beverage giant introduced the product following its recent Nairobi debut as part of a broader strategy to strengthen its presence in Africa’s growing energy and refreshment drinks market.

Charged has already been launched in several international markets, including India, Nepal, Vietnam and South Africa.

Available in two flavours, Lemon Burst and Electric Pineapple, the drink combines fruity sparkling refreshment with caffeine, targeting consumers seeking convenient energy boosts during busy daily routines.

Speaking during the coastal launch, Monique Katana, director of frontline marketing at Coca-Cola Kenya said the company aimed to meet changing consumer preferences through product innovation.

“We are excited to introduce Charged to the coastal region, offering consumers a refreshing boost to power through their day,” she said.

“This launch highlights The Coca-Cola Company’s dedication to innovation and our mission to provide a diverse range of beverages that meet evolving tastes and lifestyles.”

To support the launch, Coca-Cola and Coca-Cola Coastal Bottlers Ltd have embarked on a five-day roadshow campaign across major commercial and transport hubs in Mombasa and Kilifi counties.

The activation includes stops at Kongowea Market, Likoni Ferry, Tudor, Shimanzi, Jomvu and Kilifi Town.

The campaign features live entertainment, music and free product sampling aimed at engaging key segments of the region’s workforce, including traders, boda boda operators, mechanics, students and transport workers.

Loyce Odhiambo, public affairs, communication and sustainability manager at the Coastal Bottlers Ltd, said the product was developed for consumers with active lifestyles.

“Charged brings bold flavours and is designed for active consumers. It is a refreshing way to fuel hardworking people throughout their day,” she said.

The coastal region remains a strategic market for beverage manufacturers due to its growing urban population, vibrant and expanding retail sector.

According to Ruth Mwake, Coastal Bottlers trade marketing manager says the region presents strong commercial potential because of its thriving diverse consumer base.

“The brands are quickly being sold at different outlets and they re available in plenty,we ask our customers to get them and feel the experience,” Mwake said.

Charged is currently available nationwide in 330ml bottles and features bold thunderbolt-inspired packaging designed to reinforce the brand’s energetic identity on retail shelves.

The launch as part of Coca-Cola’s efforts to capture a larger share of Kenya’s fast-growing non-alcoholic ready-to-drink beverage market, particularly among younger consumers seeking functional drinks with energy-enhancing properties.