"FMCG goods and products form the backbone of retail sales in South Africa and the world," says John Thomson, MD of Exhibition Management Services (EMS), organisers of the show. "Many of the food and beverage products were on display in Africa for the first time. One of the most interesting was RC Cola."
Royal Crown Cola International is an American company based in Georgia with its beverage roots going back to 1905. It exhibited at AB7 this year for the first time. Visitors to the RC Cola stand were treated to samples of its flagship drink, and were impressed by its quality and taste. The company also produces many other drinks brands in a variety of flavours, including diet versions of its most popular products.
"Our product was a success with visitors to the stand," said Moshy Cohen, vice president marketing, RCCI. "We met with several high-quality contacts at prospective companies from South Africa, Nigeria and Zimbabwe and several expressed interest in distributing in Africa.
"Our first experience of AB7 has been very positive; we are here to gain regional knowledge and find strong bottling partners in Africa, as we continue to grow our business. We also showcased the comprehensive support programme we offer our bottlers, which includes technical support, quality control and marketing services. The brand has become a part of American popular culture; it has featured in magazines, movies and even television shows."
UK-based Kiss Mix Drinks introduced its brand to the Southern African market for the first time with samples for visitors to taste. The young company was created in 2008 from an idea to enter the fast growing alcoholic ready to drink (RTD) market at the premium end of the sector and is already established throughout Africa, Europe and Asia.
"The response from visitors was positive," said Robert Millar, the company's MD. "We've had many enquiries and some serious discussions with several potential buyers. The show has given us the opportunity to present our brand image and taste to a new region of consumers."
Back for its second appearance, Angolan drinks producer and distributor Refriango attracted interest from show visitors with its bright, colourful display stand. Its flagship soft drink brand, Blue, took pride of place with prominent illuminated displays. Other popular products include Nutry, a nectar fruit juice; Tutti fruit juice, one of the world's first readymade juices, including its new Baobab flavour; Pura bottled water and Sangria Tropicana, a blend of wine and fruit extracts. It also showed its Dom Cacho wine brand in new packaging, its Welwitschia beverage combined with both tonic water and ginger ale mixers; its Speed energy drink and its Red Cola brand in classic, coconut, lime and zero flavours.
"It was great to be back at AB7 and we took the opportunity to introduce several new products at the show - Tutti Baobab, Nutry Guava and Welwitschia Ginger Ale," says company spokesperson Ana Mikaela. "We also got enquiries from possible customers and distributors, which is very positive."
