The La Casera Company, a leading carbonated soft drinks manufacturer in the country has officially relaunched its signature Apple drink – La Casera Apple drink into the market.
The newly re-launched brand was endorsed by regulatory agencies including the National Agency for Food, Drug Administration and Control (NAFDAC), Standards Organisation of Nigeria (SON), Manufacturers Association of Nigeria (MAN) as well as from distributors and consumers, at the launching which held on Friday at the Oriental Hotel, Victoria Island, Lagos.
Mr. Roland Ebelt, the Managing Director, La Casera Company (TLCC), while speaking at the event said the launch of the repackaged La Casera Apple drink reflects the company’s creative, forward-thinking capacity and commitment to consumer’s satisfaction.
“La Casera Apple drink now wears a new colourful and attractive look with real apple fruit indicating an increase in real apple juice content in each bottle giving consumers more taste of real apple bite.
“It is good to say that the all new La Casera Apple drink, which still comes in 50cl bottle, developed to meet the thirst need of the average Nigerian who is always on the go, still remains the standard and quality which La Casera is known for and also stands for,” he said.
According to the company, the new drink contains more Apple juice than before, combined with refreshing and rejuvenating taste, which would assert the company’s position as a major player in the carbonated soft drinks market.
In his own words, the Marketing Manager, TLCC, Mr. Bello Yusuf, said the relaunch is a deliberate move to become the leader in the CSD market after overcoming daunting challenging times in its business operations.
“Sixteen years down the line, the dynamics of the carbonated soft drinks market is not the same. Today, we have come to witness the rebirth of our flagship brand “La Casera Apple drink.”
“The La Casera Company has the vision of providing innovative, original, nutritional products to its consumers through their brand, La Casera Apple drink”, he said.
The reintroduction of the brand has been long awaited by industry watchers following the numerous challenges the company has been battling in the last two years following claims that the brand is unhealthy for consumption and contains hazardous chemical substance. Also in 2015 the firm was forced to shut down its operations following attempts by the management to prevent its employees from joining a union. It led to the sacking of hundreds of workers, shutting down of its operations and eventual court injunctions against the company.
As a comeback move, the company hired a new management in 2016, upgraded its plant and begun the process of emerging from the quagmire. It is repackaging, repositioning its flagship brand and have adopted an aggressive marketing strategy to regain the trust of consumers.
In a bid to assure consumers that the drink is safe for consumption, it received endorsements from the major regulatory agencies in Nigeria and other like groups.
The Director-General of NAFDAC who was represented by Kenneth Azikiwe said that the product has gone through the rigorous processes and has been found to be of high quality and good for consumers.
“On behalf of my DG, I thank the management of La Casera for coming up with another product; NAFDAC number is attached to the label and I want every Nigerians to drink and when you do, drink comfortable because NAFDAC has a stamp on it, it is NAFDAC approved”, he said.
Mrs. Helen Emordi, representative of the Director General, SON, agreed that the product is safe and of quality standard.
“SON has ensured that the product conforms to the requirement of standards”, she stated.
Also putting his weight behind the brand was a Director at MAN, Mr. Joseph Emoleke, who commended the company for the innovative product. He called for more innovative products to make the industry thrive.
“La Casera is one of those companies that are so dear to us and we know you will continue to excel. On behalf of the president, DG, and the National Council of MAN, we congratulate you. We know you will continue to improve your quality therefore we are solidly behind you”, Emoleke said.
The La Casera Company entered the Nigerian CSD market in 2001 with the introduction of its flagship brand – La Casera Apple drink. The company was the first beverage firm to package their drinks in PET bottles. Since then, it has introduced many other brands ranging from table water, tonic water, smoov chapman, among others.
Comments are closed.