Kato Enterprises unleash the ‘POWA’

Power up your soft drink sales this summer and beyond with POWA! Consumers can power through the day and party through the night with POWA Energy, the new Mojito flavour drink available exclusively from Kato Enterprises, the UK’s number 1 specialist African and Caribbean food and drinks importer and distributor.  

Powa Artwork Wholesalemanager V3

Specially formulated for a superior taste, POWA Energy is a unique new cocktail-inspired Mojito flavour energy drink, 100% Alcohol Free, for an unmatched strong taste that makes it a real game changer. Full of essential B-vitamins, POWA delivers a premium and refreshing twist on the classic energy hit. Perfect for those who lead active lifestyles, the innovative mojito flavour electrifies the taste buds, without the aftertaste or caffeine let down.

When research and development began on POWA, there was one prominent question the team asked consumers – what did they like or dislike about other leading energy drink brands? Main likes were the name of the brand, feeling alert or awake and alcohol mixability. Dislikes with existing products were the caffeine crash, too carbonated, poor aftertaste, irritated stomach, jitters and excessive prices.  And so POWA was born. Being formulated for superior taste and mixability, combined with easier consumption dynamics at a great quality price made POWA an instant success.

POWA is available now in outers of 24 x 250ml. Trade price is £4.89, but there is a special promotion offer of £4.29, giving an RRP of 45p per can. POWA is set to become available in over half a dozen continents over this year, however Kato Enterprises wanted the UK to be the first country POWA is launched in, and provide the market with an experience consumers have never had before.

Kato Enterprises’ Business Development Manager Deji Toyinbo says: “Trade reaction to POWA has been very positive, they like the premium feel and look of the brand and the price. Trade support and engagement has also been very strong. The new exotic flavour is different from anything else out there and from what they currently stock. It is new, exciting and different, and is driving sales.

Since its introduction the POWA website (http://www.powaenergy.com/) has attracted a great deal of interest, and now Kato is aiming to boost POWA’s online presence by rolling out a social media campaign in the first year of the launch.

“Consumers love POWA’s unique refreshing taste,” Deji Toyinbo continues. “They have been very excited about it being an energy drink that is cocktail inspired, and the fact it does not taste like typical energy drinks and has a much more pleasant flavour, like a soft drink, yet they still get the same kick and energy as from regular energy drinks. On top of that, they perceived it to be a top range premium brand and couldn’t believe the price. Our focus group research showed 90% either strongly agreed or agreed to liking the taste of the drink. 95% would purchase POWA in the shop and 100% would recommend POWA to a friend, so we have every confidence that it will be a major success.”

Kato Enterprises Ltd

+44 (0) 20 8688 0287

http://katoenterprises.co.uk

About Kato Enterprises

Kato Enterprises, the company behind POWA Energy, is probably best known in the UK retail and wholesale sector as the importer and distributor of Guinness Foreign Extra Stout, aka Nigerian Guinness. Its drinks range also includes Ultimalt, the non-alcoholic malt drink, Bell Lager from Uganda, Star Beer from Nigeria, Malta Guinness, Nigeria’s number one non-alcoholic drink and Tusker Beer from Kenya.

Kato Enterprises was born to ‘share the taste of home’ with all. In 1998 Diageo plc appointed Kato as the exclusive importer of Guinness Foreign Extra Stout and it has expanded from there. In 2013 Kato moved into food by forming a successful relationship with Honeywell Flour Mills PLC.

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