Castel Group has launched an energy drinks brand in four African markets through its subsidiary Boissons du Cameroun.
The company is selling Ferox Energy in four African countries: Cameroon, Senegal, Côte d’Ivoire and Gabon.
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The drinks, which will be available in bottled and 50cl canned options, will be manufactured in each market.
“Africa is home to one of the world’s youngest populations and to a new generation of consumers whose lifestyles, expectations and aspirations are evolving rapidly,” Castel said.
“This demographic momentum, changing consumption patterns and the continued development of the energy drinks category led Castel Group to create a new brand designed around the expectations of this generation.”
According to the brand’s website, the new Ferox drink includes taurine, caffeine and vitamins C, and several B vitamins.
“With Ferox, we are not simply launching a new drink. We are launching a brand born in Africa with international ambition,” Castel CEO Gregory Clerc added. “Ferox was born on the ground. And it fully intends to go beyond borders.”
Francis Ngannou, a French-Cameroonian boxer and mixed martial artist, has been picked to be an ambassador for the brand. Boissons du Cameroun said “his journey illustrates the perseverance, courage, and self-improvement at the heart of
Ferox’s identity”.
Just Drinks has approached Boissons du Cameroun and Castel Afrique for further details.
Based in Douala, Boissons du Cameroun claims to be “the leading food and beverage company” in the country.
The group produces beers, soft drinks, energy drinks and mixed alcoholic drinks across five factories. It also owns the glass products business Socaver and local natural mineral water bottling plant Société des Eaux Minérales du Cameroun (SEMC).
