New product offers healthy option for consumers

As part of efforts to satisfy the lifestyle needs of health-conscious Nigerian consumers, a new drink called Mamba Energy Drink was launched in Lagos recently.
 
General Manager of the Company, Mrs. Titilola Adedeji, told The Guardian that the drink was made exclusively for the African market.

“MAMBA is configured to align with the lifestyle of health-conscious consumers, because it is low on caffeine and taurine content.

It is more than just the typical energy drink. It contains citric acid, an oxidant that enhances skin regeneration, smoothness and perfection.

The exercise signaled our intention to make available to the Nigerian consumers our unique energy drink as a consumer delight,” she said.
 
On the choice of Lagos as first market penetration, Adedeji said: “We believe Lagos is the nerve point of Nigeria at large, once we conquer Lagos, we will effortlessly dominate the rest of Nigeria.”
 
Speaking on the brand’s competitive edge and unique selling proposition (USP), she noted that Mamba was a premium energy drink with a fine fragrant taste. “The quality of our product will always speak for us alongside our marketing strategy.

Our winning formulation with reduced caffeine and taurine content makes it suitable for all, excluding children and pregnant women. 

“we intend to position mamba energy drink in our consumers’ minds as an energy stimulant/booster that keeps them alert all day.

Our product is premium and would therefore appeal to the elite, but the best part is that its pocket friendly and therefore the mass market can also experience the brand and aspire for a premium quality lifestyle.

“with this formula mamba energy drink will grow to become the go-to brand for energy drinks in africa.

We intend to achieve this through high energy, mind stimulating, fun ATL & BTL engagements for our customers, & exciting incentives for our trade partners,” she stated.

Although the brand is currently being imported, Adedeji is hopeful that it would soon be manufactured locally, adding: “we are passionate about growing the naira.

We are hopeful that we can commence local production in the next five years at the latest, because we are particular about the quality of our product, we will take our time to ensure once we move production locally the quality is consistent.”
 
Commenting on Federal Government’s recent increase in exercise duties of some alcoholic beverages, she stated: “it affects us, but if it will improve the state of the economy assuming these tariffs are used properly.

On our part, we will try to ensure we stay competitive and consistent with our quality.”
 
Speaking on the future of the brand and how the company intends to boost sales in view of Nigerians low purchasing power, she said: “We work hard to ensure we stay affordable and readily available.

Mamba is for the African market and we understand the price sensitive nature of the market.”