Elephant Cream Soda most popular beverage for third time

The age-old Elephant Cream Soda, a product of Ceylon Cold Stores (CCS) PLC has been voted as the most popular beverage in the country for the third consecutive year by consumers at the 'Power of the People Awards', said Vice President (JKH) Head of Beverages, S. Srikanth.

He said that it is a significant milestone for a Sri Lankan company competing against two multinational giants.

Cola flavours are very popular the world over and accounts for more than 70% but in Sri Lanka CCS has created its own unique flavour which has been voted as the most popular beverage by the people, according to a survey done by AC Nielsen over a six- month period involving over 5,000 consumers. Organised by the Sri Lanka Institute of Marketing (SLIM) together with AC Nielson, the largest consumer research company in the world, the 'Power of the People Awards' recognise and celebrate brands that are most popular with the majority of the public.

Srikanth said that the company while preserving the taste of Cream Soda has changed the image of the beverage by associating youth with the beverage.

He said that Apple soda is doing extremely well and is liked by all segments of the society.

First the company launched the 1.5 litre bottle at the supermarkets and after six months it was introduced to the mass market and is now available in the glass bottle as well. The Energy drink Wild Elephant is also enjoying 40% market share and the volumes are fine.

Srikanth said that the company is in the process of launching 2-3 products in the beverage category next year.

The company is also planning to enhance the milk category, said Srikanth.

He said that CCS being a socially responsible company supports more than 2,000 farmer families to grow ginger and vanilla in Harispaththuwa and Digana.

"Though the company could have imported ginger at a cheaper price we discouraged it and purchase it locally at a fixed price.

Vanilla is used for Cream soda and Vanilla ice cream and when the company launched the program Sri Lanka was not self-sufficient in Vanilla but now we are and in the near future the country might start exporting the excess vanilla. CCS was bought by JKHoldings in the 1980s.

At that time the company was enjoying a market share of 19% and now the market share of the company has grown significantly.

SG