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Wow launches tomato flavour in Kenya
The children’s brand of extruded corn snacks, Wow, recently launched tomato flavour as a fourth flavour in its portfolio with the others being sugared, salted, and cheese and onion. According to consumer research, the tomato flavour was highly acceptable among the core target market of 4-11 year olds compared to BBQ, Beef and Cheese. These were the insights that propelled the product launch, which comes in rings and sticks format and five packet sizes that are sold across the modern and traditional trade. Brand manager in charge of WOW, Victoria Mwanzia, also intimated that 2018 will see the brand embracing innovation by launching more flavours, as well as a variety of textures and shapes to appeal more to the target market and double sales volumes.
Besides providing choice and variety to consumers, both the new Sossi and Wow flavour are set to increase visibility and on-shelf presence which is expected to contribute significantly to volume sales and brand growth.