Upfield Unveils New Blueband Variants in East African Market

Upfield Unveils New Blueband Variants in East African Market

From left, Upfield Head of Marketing, Jackline Iwiya, Upfield Managing Director, East and Southern Africa, Peter Muchiri and Upfield Head of Communication, Africa, Oyebanjo Omutola. This

Plant-based spreads producer Upfield Kenya, Monday introduced to the Kenyan market three new Blue band variants: Peanut Butter, Mayonnaise and Canola Oil in a bid to appeal to new tastes and address health concerns of the consumer.

Upfield reintroduced the variants to also ride on the loyalty enjoyed by the Blue band brand for over 65 years.

Created using natural plant-based ingredients, the trio of products will enjoy no preservatives or artificial flavours. 

Blue Band Peanut Butter, which is plant-based peanut butter that is highly nutritious and delivers a rich nutty taste because it is made from 100% natural peanuts. In addition to the spreads category, Blue Band Peanut Butter provides Omega 6 and is free from preservatives, colorants and other additives.

Blue Band Mayonnaise, the second product launched, is a premium condiment made with natural ingredients and a rich source of Omega 3 & 6, guaranteeing you long-lasting freshness and natural taste to your meals.

The third product launched, Blue Band Cold Pressed Canola oil, is an edible oil made from 100% canola seeds making it a rich source of Omega 3, 6 & 9, vitamin E and fortified with vitamin A. 

Peter Muchiri, Managing Director Upfield Eastern and Southern Africa, said the products are as a result of responding to changing needs from the consumers.

“We want to bring new innovations to deliver the best value to our consumers. We are sensitive to the changing consumer needs, they want more variety to the spreads category,” he said.

Muchiri further clarified that, “In 2018, Blue Band found a new home at Upfield where our purpose is to make people healthier and happier with nutritious and delicious, natural products that are good for you and our planet. ”

Upfield currently purchases over 2000 tonnes of rape seed for its Blue Band Cold Press Canola oil from 3,400 Upfield accredited small scale farmers in Mt Kenya Region. This number is expected to increase to over 7000 farmers in the coming years as demand for Canola oil drives increased production.

The products will be available in various sizes to cater for different markets in all leading retail stores. Blue Band Peanut Butter 800g at Ksh 650, 400g at Ksh 350, 200g at Ksh 180 RRP (Recommended Retail Price); Blue Band Real Mayonnaise 532ml at Ksh 500; Blue Band Cold Pressed Canola oil 1 litre at Ksh 380.

Muchiri, stated this was part of their expansion plans globally.

“In the coming months, we shall be expanding to other markets – West Africa, Middle East and Southern America,” Said Muchiri.

According to the Industrial Margarine Market report released in November 2019, “The industrial margarine market is growing in developing economies mainly due to a lot of product innovation and growing food and service industry.”