DAR ES SALAAM, Aug. 24 -- Coca-Cola Kwanza is stepping up efforts to capture a larger share of youth consumer market, combining portfolio expansion, retail reach and digital engagement as competition intensifies across the beverage industry.

The company is using music, social media creators, university activations and consumer experiences to strengthen connections with younger consumers and respond to changing tastes in Tanzanias soft-drinks market.

The strategy includes the launch of a new addition to the companys beverage portfolio Fanta Berry that is being rolled out through selected retail outlets, supermarkets, universities, kiosks and trade outlets across the country.

The new flavour is being supported by the ‘Kipapli campa...