On Shelf
On Shelf

#OnShelf: New soft drink range launched

by Louise Burgers. From retro flavours to new kids on the beverage block; this week’s column features MoFaya, Stimorol and Serco.

by Louise Burgers. From retro flavours to new kids on the beverage block; this week’s new products, promotions, launches and pack changes column features MoFaya, Stimorol and Serco.

MoFaya launches new soft drink range

A new range of 12 soft drink products from MoFaya has hit the South African market, featuring fresh new flavours and the use of kasi lingo in the product names. MoFaya, a black-owned beverage company in South Africa, has gained considerable ground in the African market since launching five years ago; and is now established in the top-tier energy drink range by volume. Siphiwe Shongwe, MoFaya’s co-founder and partner with DJ Sbu, who lists his title as ‘Chief Hustler’, wanted to create a strong and authentically African-inspired non-alcoholic beverages brand in South Africa and Africa with a strategic plan that comprises four ‘chapters’. Shongwe says the first chapter opened with the launch of the first energy drink variant, followed by three additional flavours and accompanied by high intensity marketing strategies. “We have achieved what we planned in chapter one, and we are now moving into chapter two with the launch of our carbonated soft drinks.”

The new soft drink range includes Cola – Sash Mnyamane; Crème Soda – Nomalizo; Ginger Beer -iGemmer; Granadilla – Slay Queen; Grape – Tjovitjo; Iron Brew – Intsimbi; Lemon – Boss Zonke; Lemonade – Botsotso; Litchi – Akekhugogo; Orange – Mzekezeke; Coco Pine – Yellow Bone; and Raspberry – Isichomani. “The fun and evocative names reflect the heart of MoFaya, which is all about celebrating the untold African and South African culture that continues to shape how we celebrate ourselves,” explained Shongwe. “MoFaya is a platform we use to celebrate our ‘kasiginality’, and the names are a reflection of just that – those who know… know!” MoFaya’s new carbonated soft drinks will be sold through existing wholesale and retail channels nationwide.

Stimorol goes retro

Chewing gum brand, Stimorol, has launched a limited-edition Stimorol Retro gum. Stimorol Retro plays on the nostalgia of the ’80s, ’90s and ’00s. The launch took place on Twitter, where the amplification was driven through brand advocates which revealed the product over a 24 hour period. “With each chew, Stimorol Retro’s refreshing bubblegum flavour triggers iconic flashbacks of old school cool,” said Trushann Thomas, category brand manager, gum SA. “The new bubblegum flavour takes you back to when boomboxes and roller-skates were hip and happening; when the hair was big, but shoulder pads even bigger; and when we were all Friends with Ross and Rachel.” The marketing campaign hopes it will “create intrigue”. Recommended selling price: stick pack R8.99; bottle R46.99.


Serco Trailer repurposed as Mobile Blood bank

A Serco-built trailer has been converted into a mobile blood donation centre for use outdoors at a variety of locations, including big events, shopping centres and in the community. The trailer was built with window apertures and interior partitions for Emergency Vehicle Conversion (EVC) – the company which did all the conversion essentials and extras to make it user-friendly for their client, the South African National Blood Service (SANBS). The vehicle has already been used at a variety of events. EVC, based in Boksburg in Gauteng, converts vehicles to specification for use as ambulances, emergency services vehicles, mobile clinics, camper vans, and mobile offices, and so on. “Working with the basic vehicle they [Serco] built for us; we added the flooring, self-contained solar-powered electrical system, air-conditioning, plumbing, furniture, and other equipment. The unit is also wheelchair-friendly and has facilities for the disabled,” said Jonathan Greenhill, EVC sales manager.


Louise Burgers (previously Marsland) is the Publisher and Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She has specialised in local and Africa consumer trends and is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Agreement (AfCFTA) will be a global gamechanger in the next decade.


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