Just as the UK was preparing for a second national lockdown in November 2020, I found myself, like many others, facing a mix of restrictions and uncertainty. With the freedom to work from anywhere, I decided to take advantage of this time to travel and build my company, Value Africa. After learning about some promising products coming out of Kenya, I planned my first trip – Nairobi.
Value Africa on the ground with African Originals
I stayed with a friend who took me to a pop-up market known for showcasing local Kenyan brands, Box Kenya. It was there that I first saw Kenyan Originals. The brand immediately caught my eye with its bright packaging, and bold flavours like Mango & Chilli Cider and Turmeric Tonic. Simply extraordinary. I was eager to learn more and quickly reached out to the founder, Alex.
Talking with Alex, I was thoroughly impressed by Kenyan Originals' mission to tell the African story through authentic, craft products made with real ingredients. Her passion was real, and her commitment to Africa obvious. I assured her that when they were ready to enter the UK market, Value Africa would be ready to support them.
Testing the UK Market with African Originals
Fast forward to 2022, when Alex reached out and let me know that Kenyan Originals created an export brand, African Originals. They had partnered with a UK-based cider maker to produce a limited batch to test the concept and wanted to seize the UK summer to promote the product. Naturally, I was on board.
African Originals took care to import fruit from Africa and crafted four unique cider flavours: Mango & Chilli, Zobo & Lime, Tropical Fruit, and Dawa Honey. We discussed a plan to test the product, refine the pricing, and identify the best venues to promote it. Value Africa took African Originals on a tour across the UK—from Liverpool to Devon, Glasgow to London—engaging with customers and gauging their reactions. Come rain or shine, African Originals was sampled.
Our first major activation was at Africa Oye, where we promoted African Originals from the stage, offered tastings to festival goers, and gave exclusive samples to performers backstage. We continued our journey at Craft Beer Festivals and Pub in the Park food festivals, selling out and receiving great reviews everywhere we went.
For trade, we focused on London, targeting independent bars and venues where decision-makers were more accessible. Our first stockist, Beer Rebellion in Peckham, was hesitant at first. However, after a few visits, some price adjustments, and some gentle nudges - we were available for sale.
African Originals and the UK Market
After our pilot, we had some valuable takeaways and lingering questions:
- African Originals’ branding and packaging are striking and eye-catching.
- The product’s use of real fruit resonates with customers, who can genuinely taste the difference.
- This isn't just a trendy product for Londoners—it has nationwide appeal.
- African Originals’ customers are loyal, often requesting it if it’s unavailable in bars and mentioning it in post-event feedback.
- Consumers are asking, is the product ethical, and how are workers treated?
- Provenance matters. A key question remains: How is it African if it’s not made in Africa?
- Lastly, when will you be in supermarkets?
What’s Next for African Originals?
With the initial market testing phase complete and insights in hand, the next steps for African Originals are clear. First and foremost, we have addressed the critical question of provenance. We are launching the African Originals ‘Made in Kenya’ range. This will strengthen the brand's authenticity and deepen our commitment to supporting African agriculture and manufacturing.
Value Africa is fully committed to growing the African Originals brand, ensuring that it becomes a staple in the UK and beyond. At the heart of our strategy is an unwavering focus on collaborations with local venues, festivals, and markets. These partnerships will continue to be the driving force behind our growth, providing authentic, grassroots exposure that builds a deep connection with our audience.
By partnering with local venues, we can reach communities at a personal level, fostering a sense of loyalty and belonging that goes beyond the product itself. Whether it’s a vibrant bar takeover in East London or a cozy pop-up in Manchester, these venues give us the perfect platform to showcase our unique ciders, share the African Originals story, and create memorable experiences for customers.
In parallel, we aim to expand our distribution network across the UK. We’ve seen great success with independent bars, but the feedback from our loyal customers and event partners suggests that it’s time to aim higher—we’re ready to get African Originals on supermarket shelves. We're open for discussions with buyers and working with them to refine our pricing and production to meet the requirements of larger-scale retail.
Ultimately, Value Africa is more than a distributor. We are a movement to showcase Africa's creative energy and unique ingredients to the world. With entwined missions and visions, African Originals is central to our plans we can’t wait to grow stronger together.
