By Michael Chingarande
Zimbabwe beverages giant Delta has launched a brand new ready to drink dairy beverage called Super Sip set to be rolled out in the market from the end of this week.
Delta has been on an ambitious innovation agenda since the beginning of the year across its various portfolios.
The drinks maker launched Chibuku Super in April introduced a 350ml PET pack on its sparkling beverages business two months ago and has now rolled out a brand new non-alcoholic dairy beverage drink.
According to Delta, Super Sip is a dairy fruit flavoured beverage that is set to change the conventions the market has had to endure in the ready to drink dairy category completely.
It comes in flavours ranging from Tropical, Orange, Strawberry, Mango, and even Chocolate. The product is made from milk that is fortified with vitamins A&D plus several minerals.
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The product packaging includes an innovative bottle shape and a unique colour coded anti -leak lid. Super Sip lasts up to 6 weeks in a market where most dairy products do not go beyond 3 weeks.
“As a business, we are constantly engaged in conversations with our customers and consumers on how we can offer them better value, and Super Sip is the result of these conversations” said Irimayi Muzorewa, Channel Marketing Executive at Delta.
“To the retailer, Super Sip offers immense value as the product is set to generate attractive margins and It is easy to store in a cool dry environment for up to 6 weeks, and is best served chilled.
Most current competing offerings do not go beyond three weeks, while Super Sip has double that life span. Given the summer heat, such a long shelf life allows for confident demand planning on the part of a wholesaler or retailer” he added.
When asked what difference the new product would bring to consumers from current offerings on the market, Delta Beverages Marketing Manager, Patricia Murambinda was upbeat, “Super Sip is a great family beverage, whether for children to take to school or for the consumer who is on the go.
“It is a fulfilling meal accompaniment that will cater for all types of tastes. The new drink has fortified milk with vitamins A&D, and it comes in refreshing flavours, all of which passed stringent taste panels. Priced at 50c per unit of 400ml, Super Sip is a refreshingly affordable dairy fruit flavoured beverage” she said.
As the local market continues to evolve, innovation will remain a key strategy pillar for businesses that are looking beyond the horizon and Delta has set the trails blazing with a string of innovations that have left the market in eager anticipation of what’s next.
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