Luanda, 5 July – The Nutry juice brand from Refriango introduced new packaging and a refreshed positioning earlier this month. The update is the result of continuous innovation and consumer insights, with Refriango aiming to meet the needs of modern Angolan families.
Nutry juice was launched 14 years ago in Angola, differentiating itself through its close connection with families, focusing on family nutrition, offering the best flavors, and consistently innovating, building a portfolio of over 22 products.
The new Nutry image showcases sophisticated packaging and a new slogan, "Diz Fruta" (Speak Fruit), which plays on the double meaning of “talking about fruit” and “enjoying fruit drinks.” This new look will be featured in a multi-media communication campaign, including radio, billboards, digital media, and activations at points of sale.
To promote juice consumption and align with new market trends, the brand has introduced three Mocktail suggestions: Luanda Sunrise, Tropical & Spice, and Mixed Fruits. All three beverages feature Nutry’s best fruit juices. The new market trend is non-alcoholic cocktails – Mocktails.
David Moisés, Category Manager for juices and nectars, shared: "Maintaining leadership in the juice and nectar category in Angola requires responsibility and care for families. Nutry has nourished and educated, explaining the importance of nutrition to parents and children. Repositioning a brand of this significance is about following our consumers' journey. Today, these families are more conscious of healthy living and sustainability. With essential pillars such as family, taste, health, and nutrition, we aim to position ourselves as a more sustainable brand, attentive to environmental issues and well-being."
To care for and preserve the environment, as well as to encourage consumers to join this conscious movement and create a new "Nutry Tribe," Refriango is developing a partnership with EcoAngola. This partnership will offer families the opportunity to engage in permaculture actions (sustainable agriculture combined with the wisdom of indigenous elders and traditional populations).
This initiative will feature a call-to-action on digital platforms, where children will be invited to create a digital morning that will be replicated on the ground. For each post, a tree or plant will be planted. Families will be able to track their plants live.
Erica Tavares, Co-Founder and Executive Director of EcoAngola, commented: "This project is important because it will engage civil society inclusively, promoting environmental education while also training women in rural areas with more sustainable farming practices. This project is developed with our vision of uniting all pillars of sustainability: economy, society, and the environment. EcoAngola is a philanthropic organization that promotes sustainability, conservation, and environmental education in Angola, with a specific focus on raising awareness about responsible consumption, the circular economy, improving social well-being, and climate justice."
In recent years, Nutry has been involved in several initiatives supporting the Angolan family. One example is the donation of "Maternity Kits" to pregnant women at the Maternidade Lucrécia Paim hospital, demonstrating the brand's ongoing attention to societal needs. As part of Refriango's social responsibility policy, the company also donates 3,000 liters of Pura water monthly to the institution.
The world is in continuous transformation, becoming more conscious about health and well-being. Nutry embraces this trend and challenges all consumers to do the same, working together to secure a better future.
For more information: Patricia Domingues (+244) 942 235 856
About Refriango: Refriango is a company specializing in the production and distribution of soft drinks, juices, waters, energy drinks, and alcoholic beverages. Positioned among Angola's largest companies and one of the most prominent in Africa, Refriango has a vast portfolio of brands, many of which are market leaders in their respective segments.
Refriango operates one of the largest industrial units in Africa, covering 42 hectares and equipped with cutting-edge technology on par with the best beverage factories worldwide. The company is internationally accredited and certified for meeting the highest hygiene, quality, and safety standards. It is the only beverage company in Angola with ISO 22000 certification.
A leading force in the Angolan beverage market, Refriango has a production capacity of 1.9 billion liters per year and operates 24 filling lines.
