Exceptionally present in Douala to officially kick off this large-scale operation, Gregory Clerc, CEO of the Group, emphasized the company's intent to capitalize on the demographic youth of the population and the rapid evolution of consumer aspirations. The first step in a simultaneous rollout across several African territories this mid-September, this initiative leverages the Group's logistical strength and local production apparatus, which operates over eighty factories on the continent to favor a model deeply rooted in its markets.


Developed after months of behavioral investigation, rigorous research, and meticulous formulation, this new reference positions itself in a rapidly growing segment. Locally packaged in 50-centiliter cans and PET bottles, the drink combines energizing components such as caffeine, taurine, vitamin C, and a diverse complex of B vitamins.

 To embody its ambition of conquest and reflect the values of boldness and self-transcendence, the industrialist has partnered with a global sports icon, mixed martial arts fighter Francis Ngannou, engaged as brand ambassador through 2029. 


Through this strategic diversification that expands its commercial offering beyond its historical activities in beer, soft drinks, mineral waters, and wines, the agro-industry leader reaffirms its commitment to supporting the vitality of emerging markets with creative propositions perfectly adapted to the demands of modernity.


Bernardo

Tags: boissons énergisantes ferox castel groupe cameroun francis ngannou marketing africain boissons fonctionnelles lancement produit jeunesse africaine innovation agroalimentaire