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. 

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Jason Lottering
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.