Business Quest 
Premier Foods General Manager, Innovations, S. Dharmarajan (left), CEO Joseph Choge (centre) and Head of Sales Marketing Eugine Too during the launch of Recharge Dawa Drink at Mzuzi Park, Kiambu.(photoImages/courtesy/
Premier Foods Limited (PFL), today launched the Re-charge Dawa Drink, an innovation-driven by the COVID – 19 pandemic. The drink is will help meet the immediate need for healthy and convenient products. Our promise to our customers is that PFL will continue to diversify its product range to meet the various needs of the consumers.
PFL has always been known for the unique and refreshing ready-to-drink juices and squashes, in addition to the sauces. Today, the brand is announcing a new ready-to-drink recharge Dawa drink to their lineup that is bringing a little more of the classic flavors to their customers.
“During these challenging times, we wanted to offer a helping hand to those looking for nutritious options that are ready to drink,” says Joseph Choge, CEO of PFL. “We believe that these new products will make this time easier for those who would like an easy and refreshing option as a source for their healthy drinks”
The Re-charge Dawa drink was inspired by the local Kenyan Dawa drink that is used as a comfort drink when one has flu. In Kenya, even before we experienced the global pandemic the drink was used for medicinal purposes. From soothing sore throats, flu or cold comfort drink and some even used it to relieve toothaches. Re-charge Dawa drink contains all the ingredients used by the locals: ginger a natural antioxidant, lemon rich in Vitamin C and great for detoxing, and honey a good source of antioxidants. These ingredients have been proven to have numerous benefits.
‘‘Market research, customer insights, and feedback are the main drivers of product diversification. Through market research, we identify opportunity gaps and develop products to bridge them. This product is a good example of listening to the market and moving with the times. While the pandemic affected business worldwide, we were quick to adapt to the changing times to meet the needs of our clients.’’ Says Joseph Choge, CEO PFL.
The Re-charge Dawa drink doesn’t cure COVID-19, however, it has become the perfect comfort drink for most Kenyans.
The drink is readily available at all leading local supermarkets.
