Chewing Gum Lovers Set For Flavour Boost As Mars Wrigley Starts Production Of Popular Sugar-free Brands In Kenya
New Jersey-based confectioner Mars Wrigley has announced that it will start the manufacturing and export of its popular sugar-free chewing gums, Orbit and Extra, in Kenya.
The company has spent approximately USD 33 million to upgrade its factory, located in the industrial hub of Athi River, Kenya, which is also home to various other manufacturing businesses such as cement giant Bamburi, steel processors Devki Steel and Mabati Rolling Mills, and food processors such as the Kenya Meat Commission and Kapa Oil Refineries.
Mars Wrigley says its products will now be exported to key countries in Sub-Saharan Africa as well as The Middle East, boosting Kenya’s job market, export levels, local sourcing of raw materials, and supply lines across the region. So far, the confectioner has relied on its facility in Poland to export to Africa. Kenya will also benefit from production, distribution and product improvement speed, which cut down import time from Europe.
“This decision signals our confidence in Kenya’s potential as a regional hub,” said Ismael Bello, General Manager for Mars Wrigley in Sub-Saharan Africa, adding, “The Nairobi facility has given us a major cost advantage, allowing us to serve more markets.”
Plant Director Mustaffa Bin Kamaludin says the factory expansion includes tech-forward measures, including upgraded machinery, to increase production. On the job creation front, this upgrade includes a 10% increase in staffing levels to match the facility’s capacity. On the product front, the company plans to introduce single-pellet packs that will retail at USD 0.04, while still retaining its larger pack line.
Mars Wrigley has been manufacturing in Kenya since 1972 (under its predecessor The Wrigley Company). The Athi River facility was last expanded circa 2019 following an USD 53.85 million investment. Currently, this Nairobi-based factory serves East Africa, Iraq, Saudi Arabia and Egypt, with brands such as Juicy Fruit, P.K and Big G. Among the brands it imports into Kenya are its sugary confections such as Mars, Twix and M&M.
