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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