Dairiboard targets 25% market share

Published: 24 June 2014

DAIRIBORD Zimbabwe targets to capture 25 percent of the traditional beverages market share by December spurred on by its new traditional Pfuko/Udiwo maheu product, a senior official has said.

DZPL managing director Mr Thompson Mabika said the new product has exceeded expectations, with good margins, only three weeks after introduction to the market.

"The way it has been accepted is beyond our expectation to the extent that we had not planned for the sort of demand that we are witnessing," said Mr Mabika.

"We want to be producing between 400 000 - 500 000 litres per month by December this year," he said.
He said the company is planning to double capacity as demand for Pfuko/Udiwo maheu continues to increase.

"We are not meeting demand therefore we need to double capacity; only then can we satisfy demand," he said.

The company will, in the next two months, launch three other Pfuko/Udiwo maheu flavours, banana, strawberry and vanilla.

DZPL launched Pfuko/Udiwo maheu as part of the company's strategy to increase the contribution of its non-milk value adding product lines in line with its "More Than Just Milk" strategic thrust. Pfuko/Udiwo maheu is a nutritious and filling traditional beverage and comes in two pack sizes, 350ml and 500ml.

The 500 ml variant is available on the shelf at a price point of 50 cents a unit while the 350 ml will be available for only 40 cents a unit.

Mr Mabika was speaking after a tour of Dairibord's plant in Chitungwiza where the company wants to create a hub for beverages, a departure from the old school where plants were scattered around the country. The Pfuko plant was set up at a cost of about $500 000. He said American, Chinese and South African suppliers worked together on the plant.
- The Herald

Tags: Dairibord,