Nzoia Sugar company in collaboration with West Fm staff meet consumers within Bungoma in senzitizing them of their new branded products. Photo/ Protus Simiyu

After Nzoia Sugar Company rebranded its products, for the second time in collaboration with Wes t Fm, it has taken control of it by hosting their own events in an effort to create the right atmosphere and better target the audience.

The Sugar Company, two months ago, it officially launched its new branded sugar competitively priced and parked in branded packets (yellow and green in colour) of ¼, ½ kg, 1kg, 2kg, and bags of 5kgs, 10kgs, 25kgs and 50kgs to fit different pockets. 

To ensure it is a brand that is going to increase its consumers, Wednesday it took to the Bungoma town and its environs to highlight its benefits to them.

The road show was received with excitement in various towns in Bungoma County including Chwele, Kimilili and Kamukuywa before going to the neighboring Trans Nzoia County.

In Chwele town, the rain could not stop the area residents from taking part and in return, they were showered with prizes: caps, t-shirts, umbrellas with many testifying how the new products have become affordable to them.

“Majority of us cannot afford to buy even 1 kg of sugar; this is a positive change because I believe majority of us can afford ¼ kgs of sugar,” Stellah Nanjala said in Chwele town.

The residents were also able to buy sugar at company prices at their door steps which were accompanied by several prizes.

The company’s managing director Mr. Saul Wasilwa, is reported to have said that the rebranding process started 4 years ago when the management realized that the old package was not appealing and decided to withdraw and reposition the brand to help the company stand on the shoulders of other equally great companies’ products in the market. He says that the branding of the product makes the general outlook of the company attractive hence drive the products sales. “When you are selling your product/s, people don’t buy the product alone, they buy the whole package” notes Mr. Wasilwa.

Mr.Joseph Kawa, the company’s public relations manager on his part, noted that quality in business is not enough. The brand needs to speak for itself in the market. “The new look branded sugar we are launching is going to be our flagship product, hence drive the company’s visibility” says Mr. Kawa.

During the road show residents were treated to free disco courtesy of West Fm Stesheni Ya Kikwetu and a chance to meet able presenters led by Robert Ilukol, Kombonanga Moses Oundu Omwana wa Makeni, DJ Ras Colo ndani ya Nyumba, Malkia Sally Kwendo and Joan Wesakulila.