Varun Beverages launches two new brands in Kenya
The PepsiCo bottler is expanding its Kenyan beverage portfolio while strengthening distribution and marketing efforts across traditional retail and modern trade channels.
KENYA – Varun Beverages Limited (VBL) has expanded its beverage portfolio in Kenya with the launch of BOLT UP energy drink and XTREME FIZZ carbonated soft drink as the company strengthens its presence in the country’s beverage market.
The two brands were unveiled at an event in Nairobi on 14 September 2026, themed ‘The Next Wave’. The event highlighted VBL Kenya’s plans to invest in the local market and respond to changing consumer preferences.
According to VBL, the launch forms part of its long-term growth strategy in Kenya, with the company focusing on distribution, retail presence and product development tailored to local tastes.
BOLT UP is positioned toward young and active consumers, while XTREME FIZZ targets a youthful audience in the carbonated soft drinks segment.
VBL Kenya plans to support both brands through its distribution network and marketing campaigns across the country. The products will be available through traditional retail outlets and modern trade channels, including supermarkets and neighbourhood shops.
The company will also use strategic product displays, consumer sampling and targeted digital campaigns to increase visibility, build brand awareness and encourage product trials among Kenyan consumers.
Ramen Paul, CEO of VBL Kenya, said the country remains an important market for the company’s wider African growth strategy.
“Kenya is an important part of our growth ambition in Africa. We are not here simply to introduce products; we are here to build a serious, long-term business,” Paul said.
“With the strength of our organisation and the support of our partners, we believe BOLT UP and XTREME FIZZ can create exciting new opportunities in the Kenyan beverage market,” he added.
The launch follows VBL Industries (Kenya)’s agreement to acquire the value-added dairy beverages, juices and packaged drinking water business of Devyani Food Industries (Kenya) (DFIL Kenya) for US$32 million, equivalent to approximately Rs 3,050 million.
The acquisition is expected to broaden VBL’s beverage portfolio in Kenya beyond carbonated soft drinks and energy drinks.
VBL has also expanded into India’s alcoholic beverages market through the establishment of wholly owned subsidiary KIVA Spirits and Company Ltd, marking a diversification of the PepsiCo bottler’s business.
The proposed subsidiary has an authorised share capital of Rs 10 crore and paid-up equity capital of Rs 9 crore, which will be funded in cash by VBL.
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