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Coca-Cola poised to take advantage of AfCFTA

BY: Business Desk
Mr Bethel Yeboah

The Coca-Cola Bottling Company is poised to take advantage of the Africa continental Free Trade Area (AfCFTA) agreement which has created a single market for the continent, Corporate Affairs Director of Equatorial Coca-Cola West African Countries Business Unit, Bethel Yeboah has said.


Already with a huge presence on the African continent, he said the company was ready to leverage on this experience to make the best out of the agreement.

Speaking in an interview with the Daily Graphic on the side lines of the re launch of Coca-Cola Zero Sugar, he said this would however require that the company puts in place the right strategies and products.

“We have many plans for the Ghanaian market and we plan to bring some projects that will excite customers. The presents a huge opportunity for the sub region and we intend to take advantage of this opportunity.

“It will, however, also mean we are going to have some on the continent come into the market so it’s important that we have the right mindset within our market,” he stated.

Coca-Cola Zero Sugar

The launch of the Coca-Cola Zero Sugar was held under the theme “zero gravity”, and commenting on the theme, Mr Yeboah, said “gravity, as scientists put it, is a natural phenomenon which is a downward force acting on all matter on earth.

“Consequently, gravity inhibits the free movement of bodies and exerts a downward force of limitation. Connecting this to the product being launched tonight, we are informing consumers that with Coca-Cola Zero Sugar, there is no restriction for persons who still want to enjoy their original Coca-Cola taste,” he stated.

He said eliminating sugar from this recipe now made it possible for persons who prefer a non-sugar option to go all out to enjoy.

Meeting health needs

Also speaking at the launch, the Franchise Marketing Director of Coca-Cola West Islands and Middle Africa, Arnaud N’Guessan, said the company was poised to meet the health needs and preferences of consumers, hence, the introduction of Coca-Cola zero Sugar.

He said the introduction of the product was in line with the comprehensive actions taken by the company to evolve its recipes and reduce the amount of sugar in its soft drinks.

“This new addition offers consumers a choice of both no calories and sugar in their drinks. It also comes in smaller pack sizes,” he stated.