Mars Wrigley Kenya has introduced a sugar-free gum production line at its Athi River plant, a key milestone in the confectioner’s expansion strategy in East Africa.
This latest investment is in addition to the over 70 million USD that has been injected into the Kenyan market already as the company announced that it will be pumping in another 33 million USD within the next three years.
The multinational which is presently the direct and indirect source of more than 3500 jobs in the country, says that with this expansion, the company is emphasizing Kenya’s increased role as a manufacturing hub for the Middle East and Africa (MEA) region.
The revamped plant will be the source of Orbit sugar-free gum in Sub-Saharan Africa and the Extra gum will be produced for the Arabic-speaking countries like Egypt, Saudi Arabia, Iraq, Libya, Lebanon, the UAE, and the Gulf.
It is a strategic move that indicates Mars Wrigley’s gradual weaning off the POZ industrial unit in Poland, a plant that has been the single supplier of all sugar-free gum in the region. The company shortens the time to market, lessens the impact of the shortage of European imports and elevates supply-chain resilience in the rapidly expanding African and Middle Eastern markets by moving production to Athi River.
During the launch, Mars- Ismael Bello, Sub-Saharan Africa General Manager of Mars Wrigley, emphasized that embarking on the manufacture of sugar-free gum in Kenya for the first time “signals our confidence in the country’s potential as a regional hub.” This investment, he said, will increase the firm’s capacity to provide “high quality, affordable products” thereby not only stimulating Kenya’s exports but also contributing to the creation of new jobs.
Mustaffa Bin Kamaludin, Plant Director, remarked that the launch was a significant moment for the company’s workers. “Our line that is creating sugar-free gums will be our most efficient and environmental friendly plant for the coming years. Our new sugar-free gum line incorporates the latest technology that will help improve efficiency and take our sustainability activities to a higher level. But more significantly, the line cements our pledge to nurture local talent and position Kenya as a confectionery manufacturing center of excellence,” he added. To
The project reflects Mars Wrigley’s commitment to relocating production closer to local markets and building regional supply networks- a move that is consistent with Kenya’s ambitions to raise value-added manufacturing and consolidate its status as a regional industrial base.