A fruit-flavoured malt beverage has been launched by Coca-Cola in a bid to gain a significant share of this burgeoning, but still only partly tapped, non-alcoholic category. Schweppes Novida, is offered in three flavours; pineapple, apple and tropical. The drink comes in two packaging formats; 300ml returnable glass bottles and 250ml slimline cans. Maserame Mouyeme, MD for Coca-Cola East & Central Africa, said that "even with existing players, this remains a largely unexploited category. We have made significant investment plans to ensure that we tap into the potential segment fully." She added that recent research by Coca-Cola had indicated that malt-based drinks were likely to double or triple in the next few years, although currently accounting for less than 1% of the Kenyan soft drinks market.
