Royal Crown Cola makes entry into Nigerian market with multi-billion naira state-of-the-art facility

Royal Crown Cola (“RC Cola”), a Canadian-based firm is the latest soft drink company to enter the Nigerian market heightening competition in the sector.

The company which traces its beginnings to 1905 in Columbus, Georgia USA, said they are not afraid of competition and is confident that the band will thrive in the Nigerian market.

The soft drinks maker held a dealers forum at its newly acquired multi-billion naira state-of-the-art facility in Agbara, Ogun State.

Speaking at the forum, the Managing Director of RC Cola, Moshy Cohen, said that the brand is in more than 65 countries and competing favourably. He noted that the brand has been in existence since 1905, which is a long legacy.

“RC Cola is a successful brand like I mentioned and we are powerful in our recipe,” he said.

Cohen noted the brand’s strong adherence to quality which underpins its growth across markets, adding that the brand’s success hinges on quality training, quality flavor and consistency, among others.

“We produce 35,000 bottles for an hour, 11 lines with more than 40,000 per hour and we are setting more lines that will give us 90,000 per hour to enable us meet up with demands of our customers,” Cohen said.

Speaking further, the MD said: “The Nigerian market is huge and interesting. Our idea in Nigeria is to supply the demand because it is huge. So, the magic is not only to supply the demand, the magic is to be consistent and keep to our value, quality over time”.

Commenting on the launch of RC Cola in Nigeria, the company’s Plant Manager, Jide Aweda, said that the idea of setting a factory like this which is a contract packaging company is new in Nigeria and when the idea came up, there are a number of people who want to register one product or the other but they didn’t have the money to purchase land or equipment. “With this facility which is built for 11 lines, we decided to take the franchise ownership of RC Cola. Presently, we needed a product that can play well with the existing brands in Nigeria”.

“From the great taste of RC Cola which the people have accepted, we can make a head way in our operation in Nigeria. We have invested more money in bringing in more machines to meet up with the demand that is why we started with big dealers,” Aweda said.

In the same vein, Head of Commercial, Steve Edeki, said that the essence of this forum is to inform our dealers that the brand, RC Cola is a month and six days we started selling in Lagos.

“We invited dealers to know where RC Cola is coming from and to build that confidence that we will be supplying them non-stop because we have the capacity to do that with our latest state-of-art factory plant here in Agbara.

“The channel lines are very nice, encouraging because we have done one month and six days and we have been able to penetrate Lagos, getting the right distributors, and we are going to take the step downward by planning towards the wholesalers, retailers so the product will get to the final consumers who according to what we have been doing in the market like the taste of the product and are eager to get it. Our strategy is to make the business easy for dealers in terms of distribution so that nothing encroaches into their profit margin, and we believe that with the quality of the product, it will succeed in Nigeria”.

Furthermore, Head of Marketing, Shakiru Briamo said, “We have a lot of plans, and we have been doing our marketing experiential to make this product go all over Nigeria, because it’s not about distributing to the distributors alone but helping them to push this product out. This product has been since 1905 and it has been a great taste. About 70 countries are selling this product and they are selling well. I think it’s going to sell well in Nigeria. Nigeria has a big market; we will sell well and do well.

According to publicly available information, (“RC Cola”) is a Canadian company owned by Cott Beverages of Ontario, Canada which bottles and markets all RC Cola branded products outside the United States.


The Caption Picture: The Managing Director of RC Cola, Moshy Cohen

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