AJE Group launches zero-sugar Cielo beverage in Nigeria
AJE Group has strengthened its Nigerian beverage portfolio with new product launches and packaging upgrades aimed at meeting changing consumer preferences and supporting distributors.
NIGERIA – AJE Group, the producer of Big Cola and Cifrut, has expanded its beverage portfolio in Nigeria with the launch of Cielo, a new 740ml zero-sugar drink enriched with antioxidants and natural colouring.
Available in orange, apple and lemon-lime flavours, the company said Cielo has been developed to meet growing consumer demand for healthier refreshment options.
Speaking at the launch, Managing Director and Chief Executive Officer Hernan Cardova said the new beverage responds to a “lifestyle shift toward guilt-free refreshment.”
He added that Cielo gives consumers a “choice of drink” through its three flavour options and said AJE Group is committed to providing refreshment to Nigerians “at every touch point.”
Alongside the launch, Cardova announced the relaunch of Cifrut in a 500ml bottle and Big Cola in a 660ml bottle, saying the move reflects the company’s commitment to offering customers “more quality products at great affordable prices.”
Also speaking at the event, National Sales Manager Olubusayo Kayode and Head of Marketing Operations (National) Perpetual Ohiri said the company would continue supporting customers through “favorable rebate schemes” and “innovative and exciting market support.”
Customers and distributors welcomed the introduction of Cielo, describing it as a “must drink” beverage of choice as AJE Group continues to strengthen its presence in Nigeria’s competitive soft drinks market.
The new beverage launch comes recently after the Nigerian Senate approved a new excise duty framework for sugar-sweetened beverages (SSBs), replacing the existing flat-rate levy with a retail price-linked tax designed to reduce sugar consumption, improve public health outcomes, and generate additional revenue for healthcare programmes.
Under the new framework, the current excise duty of N10 per litre on sugar-sweetened beverages will be replaced by a percentage-based levy tied to retail prices. The specific rate will be determined by the Minister of Finance in accordance with international best practices.
Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
