Africa’s economic reset requires moving from ambition to execution
The Africa Commerce Convergence Summit keynote address identified four elements that must converge if the continent is to achieve a meaningful economic reset.
BUSINESS STRATEGY
Mars Wrigley ups its investment in Kenyan market to over US$70-million
By our African Marketing Confederation News Team | 2025
A new production line near Nairobi will produce the Orbit chewing gum brand for SSA and the Extra brand for Arabic-speaking markets.
Mars Wrigley Kenya has marked a significant expansion of its operations in the country by officially opening a new sugar-free gum production line at its Athi River facility, about 30km outside Nairobi.
Photo: Mars Wrigley
Mars Wrigley, which is the snacking division of global FMCG giant Mars Incorporated, has already committed over US$70-million to the East African country and is investing another $33-million over the next three years.
The new line will produce the Orbit brand for sub-Saharan Africa and the Extra brand for Arabic-speaking markets – including Egypt, Saudi Arabia and the wider Gulf region.
This move to local production means the Kenyan business will no longer rely on a factory in Poland which previously produced all the sugar-free gum for the region. According to Mars Wrigley Kenya, the new will reduce lead times, strengthen supply chain resilience and cut dependency on European imports.
Confidence in the potential of Kenya
Speaking at the unveiling, Ismael Bello, General Manager for Mars Wrigley in sub-Saharan Africa, said the move demonstrates the company’s confidence in Kenya’s potential as a regional manufacturing hub.
“This investment strengthens our ability to deliver high-quality, affordable products while supporting job creation and Kenya’s export growth,” Bello said.
Added Plant Director Mustaffa Bin Kamaludin, “Our new sugar-free gum line incorporates advanced technology that enhances operational efficiency and sustainability performance. More importantly, it underscores our commitment to developing local talent and positioning of Kenya as a centre of excellence in confectionery manufacturing.”
The company’s expansion in Kenya forms part of its broader strategy to localise production and reinforce regional supply networks. It currently supports over 3,500 direct and indirect jobs in Kenya.
You can watch a video news report about the opening here.
Momentum Group appoints chief marketing and communications officer
Vongani Mageza brings more than 20 years’ experience across financial services and FMCG) companies such as FNB and Diageo.
AI and algorithm-led engagement among the challenges facing marketers
AI agents will influence shopping, algorithms will supersede social connections, and the clip economy will change how brands connect.
Absa bank launches pan-African campaign with athlete Eliud Kipchoge
The brand partnership includes a new TV commercial featuring Kipchoge, digital storytelling, wellness initiatives and community programmes.
How traditional trade is being reimagined, but remains ‘traditional’
Modern retail in Africa is still dwarfed by the traditional trade. Marketers who dismiss this relationship-heavy retail model do so at their peril.
How luxury brands become a source of meaningfulness for employees
Research finds brands don’t just sell products. They can also provide employees with stories through which they feel their work is meaningful
Redefining honesty in a crisis: Why truth alone is not enough
Honesty must be demonstrated through transparency, accountability and action – shaping both reputation and future trust following a crisis.
Lesotho bank’s culturally intelligent campaign beats bigger rivals
In the funeral plan category, where most advertisements look like an obituary, Standard Lesotho Bank opted to ‘sell the cow’, not the policy.
AMC magazine brings latest news and insights for Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Global study of marketers and agencies is coming to Kenya for first time
CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Huge African and Caribbean trade potential can be unlocked, study finds
Report says around 80% of Africa’s annual goods export potential to the Caribbean remains untapped.