The Herald (Harare)

19 December 2012

Zimbabwe: Burn Launched in Style

Music lovers were at the weekend treated to a night of fun, music and games at the launch of premium energy drink - Burn.DJ Banks who was on the decks sent everyone on the dancefloor while outside there were plenty of games as fans sipped on several cocktails that were laced with Burn.

Zimbabwe has become The Coca-Cola Company's first market in Africa to launch the premium energy drink - Burn - in a uniquely shaped, re-sealable 400ml PET package. Adding to its diverse pack portfolio that includes product packages in returnable glass bottles, cans and PET, the new re-sealable 400ml PET pack of the premium energy drink Burn enhances on the go and 24/7 consumption which fills in a convenience gap hitherto untapped by players in the energy drinks sector.

A trusted source of energy in a unique re-sealable and larger volume pack that works perfectly for consumption on the go, Burn now provides more energy all day long without the risk of spilling.

Until this new pack launch, the non-alcoholic energy beverage Burn - introduced in Zimbabwe in 2010, has only been sold in 250ml cans sporting an orange match flame against a black background.

The 400ml Burn resalable PET pack is being locally produced by Delta Beverages at their Graniteside plant in Harare. The addition of this new pack brings to five the number of new locally produced brands (Coke Zero, Schweppes Sparkling water, Minute Maid Pulpy Orange, Minute Maid Juice and Burn) that have been introduced into Zimbabwe since 2010 with numerous pack formats and flavours under these brands.

The popular energy drink targets the young, fashion and lifestyle conscious socialite.

"The new pack is for an average person whose lifestyle is very busy, hectic and fast paced. They are never in one place and when they are, they want to be intense in what they do.

"They want their energy to sustain them all day and night, thus enhancing their busy, fast-paced lifestyles. The 400 ml Burn PET pack allows them to energise on their terms," said Dr Munyaradzi Nyandoro, Delta general manager for the Northern Region.

Coca-Cola Central Africa's senior franchise brand manager, Mona Karingi, attributed the progress to the company's on-going strategy of expanding their product portfolio to meet the growing and varied needs of consumers.

"The number of young adults seeking non-alcoholic drinks is steadily on the rise hence the need to meet the demand for varieties for this audience," said Karingi.

Honest Marandu, Coca-Cola country manager for Zimbabwe added that, "Burn was created for individuals who want to have fun and stay awake and alert for life's excitement. Catering to a trend-setting audience, the drink represents a common ground among people searching for the next party or happening atmosphere."

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