Checkers Africa Ltd has unveiled a new chocolate beverage, Checkers Choco Tee, targeted at the Nigerian breakfast market. Checkers introduced its chocolate beverage at a product launch held on Friday recently.
According to the Managing Director of Checkers Africa Ltd, Karan Checker, the company aims to capture the breakfast experience in Nigeria with its new product.
“Checkers Custard has been dominating the breakfast category for some years now,” Checker said. “So we always thought there was a gap that we must fill… That is why from Checkers Custard we came into Choco Drink… and the brand name is called Checkers Choco Tee.”
Checker noted that the company spent between six to eight months perfecting the recipe, lauding its quality mix.
“Trust me, it has got one of the highest quality raw materials and vitamins and minerals for this drink, and I am sure every Nigerian in this country will enjoy Choco Tee,” he added. “There is no doubt it has quality.”
According to the company, Checkers Choco Tee is a 3-in-1 product that combines sugar, cocoa, milk, and malt and is launching at a consumer price of N180.
Checkers Africa Ltd’s boss affirmed confidence in the new product’s market competitiveness. He stated, “The company’s objective is that Nigerians will enjoy high-quality products at a very affordable price, and consumers will decide between our product and others in the market.”
Meanwhile, Checkers Africa Ltd National Sales Director, Anant Mehta, during a presentation of the sales strategy for the brand’s new product, emphasised collaboration with distributors and execution of the vision. He also disclosed that the market activations for Checkers Choco Tee will begin by June 1.
“It takes vision, strategy and most importantly, execution,” Mehta noted.
“From June 1, we begin market activation, sampling in the market, crowd storming, noise-making, and sampling in the supermarket.”
Head of Marketing at the company, Timothy Ogundele, explained that the brand is adopting a strategy to meet health needs and consumers’ purchasing power while recognising the harsh economic realities in the country.
“One of the reasons that we came up with this is to have a high-quality, no-nonsense, properly formulated chocolate drink that fills the gap where Nigerians need high-quality health beverages but at a very good price point,” he said.
Ogundele stressed that Checkers Choco Tee is built on two pillars — quality and affordability. “You can get the quality you get from anything that is in this category and at a higher price point, but the same quality for less from us,” he added. “We are not looking to make a gain so that the people that actually need these things can get them at a very good price.”
He also highlighted the company’s commitment to supporting its distributors with incentives, promotions, and rewards, saying, “We’ve had what we call the kind of presentation where the distributors are aware of the incentives, the promotions, and, you know, the rewards that come with taking our products.”
One of the distributors at the launch, Aderonke Alabi of Royal Gate Commercial Company Ltd, praised the company’s support and product quality, stating, “I am a distributor of Checkers products because of their high quality, which brings more yield. When you partner with them, you make more profits, and their sales team is excellent.”
The launch of Checkers Choco Tee marks the company’s latest effort to expand its footprint in the Nigerian fast-moving consumer goods space.
