Kumasi Drinks Company Profile

Background

Kumasi Drinks, founded in 2021 by Lars Gierveld, Linda Klunder, and Rogier Power, is a Dutch beverage company dedicated to transforming the cocoa industry by utilizing the often-discarded cocoa fruit juice to produce natural soft drinks. The company's mission is to reduce food waste and alleviate poverty among cocoa farmers by providing them with additional income streams. By repurposing the juicy pulp surrounding cocoa beans, Kumasi Drinks not only offers consumers a unique and healthy beverage but also supports sustainable agricultural practices in cocoa-producing regions.

Key Strategic Focus

Kumasi Drinks focuses on:

• Product Innovation: Developing 100% natural soft drinks from cocoa fruit juice, offering variants like "Sappi" (still) and "Gassi" (sparkling).

• Sustainability: Reducing food waste by utilizing cocoa pulp, a byproduct of chocolate production.

• Economic Empowerment: Providing cocoa farmers in Ghana and Ivory Coast with up to 30% additional income per kilogram of cocoa by purchasing the previously discarded pulp.

• Market Expansion: Establishing a presence in over 1,000 outlets across the Netherlands, Germany, France, Italy, and Spain, with plans for further international growth.

Financials and Funding

In August 2022, Kumasi Drinks secured seed funding from Impact Tech Ventures, an investment fund associated with the Unknown Group. The investment amount remains undisclosed. The capital is intended to support international expansion and the development of new products aligned with the company's mission. Additionally, Kumasi plans to establish a specialty drinks bar at the Titaan innovation hub in The Hague, set to open in early 2023.

Pipeline Development

Kumasi Drinks is actively working on expanding its product line beyond the initial soft drink offerings. In 2024, the company plans to introduce a series of new products made from cocoa fruit, including a ready-to-drink cocktail developed in collaboration with De Kuyper Royal Distillers. These initiatives aim to diversify the product portfolio while maintaining the core mission of sustainability and farmer empowerment.

Technological Platform and Innovation

Kumasi Drinks distinguishes itself through:

• Proprietary Processing Techniques: Collaborating with technical partners in Ghana to develop methods for extracting and preserving cocoa fruit juice, ensuring product quality and safety.

• Sustainable Practices: Implementing solar-powered Community Mobile Processing Units (CMPUs) for on-site juice extraction, reducing environmental impact and preserving the freshness of the juice.

• Supply Chain Integration: Establishing direct relationships with cocoa farmers to streamline the supply chain, ensuring fair compensation and product traceability.

Leadership Team

• Lars Gierveld: Co-founder with a background in media and documentary filmmaking, instrumental in conceptualizing the company's mission during a documentary project in Ghana.

• Linda Klunder: Co-founder focusing on operations and sustainability initiatives, leading efforts to build the "We Squeeze Cacao Fruit Factory" in Ivory Coast to enhance local processing capabilities.

• Rogier Power: Co-founder responsible for business development and market expansion, securing partnerships with major retailers and overseeing international growth strategies.

Leadership Changes

In 2023, co-founder Linda Klunder relocated to Ivory Coast for a two-year period to oversee the establishment of the "We Squeeze Cacao Fruit Factory," aiming to enhance local processing and directly impact farmers' incomes.

Competitor Profile

Market Insights and Dynamics

The global beverage industry is witnessing a surge in demand for natural and functional drinks, driven by health-conscious consumers seeking sustainable and ethically produced products. Kumasi Drinks operates within this niche, offering a unique product that aligns with these consumer preferences.

Competitor Analysis

While Kumasi Drinks' approach is distinctive, several companies operate in adjacent spaces:

• Bemuse Limited: A UK-based company producing non-alcoholic, sparkling mead using natural fermentation processes.

• Radiohead Brands (Jimmy’s Cocktails): An Indian startup offering premium cocktail mixers and expanding into the energy drink segment.

• Jiant: A US-based company specializing in hard teas and kombuchas made from real tea, fruit, and botanicals, emphasizing low sugar and gluten-free products.

These competitors share a focus on natural ingredients and innovative beverages but do not directly utilize cocoa fruit juice, positioning Kumasi Drinks uniquely in the market.

Strategic Collaborations and Partnerships

Kumasi Drinks has established significant partnerships to bolster its operations:

• ETG Beyond Beans: Collaborating to support local farmer groups and invest in the cocoa supply chain within origin countries.

• Royal Tropical Institute (KIT) and Solidaridad: Partnering for impact studies and capacity building among women's groups.

• De Kuyper Royal Distillers: Developing a ready-to-drink cocktail made from cocoa fruit, set to launch in 2024.

Operational Insights

Kumasi Drinks' strategic considerations include:

• Direct Sourcing: Purchasing cocoa pulp directly from farmers to ensure fair compensation and product quality.

• Local Processing: Establishing processing facilities in cocoa-producing regions to add value locally and reduce environmental impact.

• Market Differentiation: Offering a unique product that combines health benefits with sustainability, appealing to conscious consumers.

Strategic Opportunities and Future Directions

Looking ahead, Kumasi Drinks aims to:

• Expand Product Portfolio: Introduce new cocoa fruit-based products to cater to diverse consumer preferences.

• Increase Market Penetration: Strengthen presence in existing markets and enter new international markets.

• Enhance Sustainability Initiatives: Continue developing local processing facilities and supporting farmer communities to promote sustainable practices.

Contact Information

• Website: Kumasi Drinks Official Website

• Social Media:

• Instagram: Kumasi Drinks Instagram

• Facebook: Kumasi Drinks Facebook

• LinkedIn: Kumasi Drinks LinkedIn

Kumasi Drinks continues to innovate within the beverage industry, combining sustainability with unique product offerings to create a positive impact on both consumers and cocoa farming communities.