18 Sep 2024 SA’s original energy sweet now a drink, too
BevCo has recently launched SuperC Energy Drink, where “great taste, energy and immune boosting benefits come together in a new refreshing drink!”
A brand with over 40 years of history, SuperC originally gained popularity as South Africa’s ‘original energy sweet’. The new liquid version, a flavoured carbonated glucose drink with added Vitamin C and Zinc, is designed to invigorate and energise.
This would appear to be licencing deal between two major FMCG players in SA, Premier FMCG, the producer and owner of the confectionery brand. and fast-track Bevco, that was recently acquired by India’s Varun Beverages in a R3bn deal. The New Delhi-based multinational is the second largest bottler of PepsiCo beverages,
Unlike traditional energy drinks, SuperC Energy Drink is caffeine-free and instead relies on glucose to fuel sports enthusiasts of all ages.
The SuperC drink maintains the classic orange flavour of its popular confectionery version (which is also available in other fruit flavours).
It is available in South Africa, Lesotho, eSwatini, Namibia and Botswana.
On the marketing side, BevCo has entered into a partnership with SuperSport Schools, South Africa’s premier school sports platform and exclusive channel on DSTV Channel 216.
This collaboration seeks to boost the performance of young athletes nationwide while encouraging healthier lifestyle choices through education, community outreach, and product sampling.
Kershnee Kallee, portfolio manager for energy and functional brands at BevCo, shared her enthusiasm for the partnership: “We’re excited to work with SuperSport Schools to offer young athletes a delicious and effective hydration solution. Together, we hope to enhance their sporting experience while promoting active and healthy lifestyles.”
The partnership will initially focus on brand awareness and product sampling, with SuperC Energy Drink being introduced at four to five schools each month. As the relationship grows, both brands plan to explore further opportunities for collaboration, emphasising their joint commitment to the success and development of young athletes.
Paul Wepener, chief growth officer of The Beverage Company, commented on the collaboration: “At The Beverage Company, we understand the importance of leading a balanced lifestyle. This partnership allows us to inspire students to live more fulfilling lives. By integrating education, sports, and community engagement, we aim to make a positive impact on their overall well-being.”
Source: BevCo