CBL Group enters Kenyan market

CBL Group has entered the Kenyan market by establishing a distribution hub as part of its strategic move to strengthen exports and establish a foothold in East Africa. This expansion aligns with the company’s long-term growth strategy to extend its global reach and cater to new consumer segments.

“We are in the midst of a global expansion drive, focusing on taking our confectionery business to international markets. We see significant potential for growth in emerging markets, and these are the regions where we can drive innovation forward. With a strong presence in over 65 countries, we are committed to further expanding our export business in the coming years. Our entry into Kenya marks a significant milestone in strengthening our global presence, leveraging strategic partnerships, and driving sustainable growth. As a Sri Lankan company, we remain dedicated to supporting Sri Lanka’s economic growth by taking our brands to the world and reinforcing our position as a global player in the food industry,” said Shea Wickramasinghe, Group Managing Director of CBL Group.

Expolanka Freight Limited (EFL), which operates a highly efficient supply chain network in Kenya, will oversee the seamless distribution of Munchee and Ritzbury products, ensuring availability in supermarkets, local retail outlets, and wholesale markets. EFL is also taking the products across East Africa with the launching of Kenya.

“We are thrilled to partner with CBL Group to introduce their range to Kenya. Our expertise in logistics will ensure that consumers across the country have access to these high-quality snacks,” said Wasantha Ranasinghe, Director of Expolanka Freight East Africa. The newly established distribution hub in Nairobi will facilitate the availability of CBL’s flagship brands, Munchee and Ritzbury, across Kenya.

With a robust route-to-market strategy, CBL aims to ensure that consumers in Kenya and the wider East African region have access to its diverse portfolio of high-quality biscuits and premium chocolates.

“Kenya’s dynamic, youth-driven market and the growing demand for high-quality snacks make it an ideal location for Munchee and Ritzbury. Our entry into Kenya is not just about expanding our market presence but also about understanding and catering to the evolving needs of Kenyan consumers with a product portfolio that aligns with their preferences and lifestyles,” said Kamal Geeganage, CEO of CBL Foods International, a subsidiary of CBL Group.

Source:Daily News