A hot new range of 12 soft drink products from MoFaya has hit the South
African market – featuring fresh new flavours and a sparkling use of kasi
lingo in the product names.
MoFaya, a black-owned beverage company in South Africa, has gained
considerable ground in the African market since launching five years ago,
and is now established in the top-tier energy drink range by volume. Siphiwe
Shongwe, MoFaya’s ‘Firestarter’ co-founder and partner with DJ Sbu, who
boasts the designation, ‘Chief Hustler’, had the aim of creating a strong
and authentically African-inspired non-alcoholic beverages brand in South
Africa and Africa with a strategic plan that comprises four ‘chapters’.
Shongwe says the first chapter opened with the launch of the first energy
drink variant, followed by three additional flavours and accompanied by high
intensity marketing strategies. “We have achieved what we planned in chapter
one, and we are now moving into chapter two with the launch of our
carbonated soft drinks.”
The new soft drink range, made to an exceptionally high standard, includes
Cola – Sash Mnyamane, Crème Soda – Nomalizo, Ginger Beer -iGemmer (described
as a true African taste that always screams ‘hoyi hoyi’ when it goes down
your throat), Granadilla – Slay Queen, Grape – Tjovitjo, Iron Brew –
Intsimbi, Lemon – Boss Zonke, Lemonade – Botsotso, Litchi – Akekhugogo,
Orange – Mzekezeke, Coco Pine – Yellow Bone, and Raspberry – Isichomani.
“The fun and evocative names reflect the heart of MoFaya, which is all about
celebrating the untold African and South African culture that continues to
shape how we celebrate ourselves,” explains Shongwe.” MoFaya is a platform
we use to celebrate our ‘kasiginality’, and the names are a reflection of
just that – those who know … know!” He is quick to add that translations of
the names will be freely given to “those who don’t know and want to know”.
MoFaya has also made a name for itself as an empowering company, encouraging
entrepreneurship, sharing knowledge and opportunities, and building success.
Shongwe explains, “MoFaya has set its business ethos around encouraging the
spirit of rolling up your sleeves and making it happen – which we loosely
translate as ‘hustling’. Our hope is that this launch will ignite passion in
those who have started to empower themselves, and in those who are thinking
of starting a small business – particularly in this tough economy.”
DJ Sbu notes that “MoFaya has been doing incredible work in line with
government’s narrative and drive towards youth empowerment, creating jobs,
teaching entrepreneurship and business, and living, breathing, walking, and
preaching it, to become a true patriotic organisation that has overcome the
odds many times over to prove that we are here to stay.”
MoFaya’s new carbonated soft drinks will be sold through existing wholesale
and retail channels nationwide. Shongwe expresses his gratitude to
wholesalers and retailers who believed in the first black-owned beverage
company in the country, “Your support and guidance is truly appreciated.”
Shongwe also thanks South Africans and Africans, “For all the support you
have shown our vision, our idea, our MoFaya, your MoFaya. We have taken
punches and rolled with them. We didn’t give up. We refuse to give up on our
dream – and our perseverance has and will continue to pay off.”
As for MoFaya’s chapter three? It’s being written and it’s going to be
great, he says.