Checkers Africa Ltd has launched a new chocolate beverage called Checkers Choco Tee, targeting the Nigerian breakfast market. The product was officially unveiled at a launch event held on a recent Friday, with the company’s top executives and distributors in attendance.
Speaking at the launch, the Managing Director of Checkers Africa Ltd, Mr. Karan Checker, said the company created Choco Tee to tap into the breakfast segment and provide Nigerian consumers with a high-quality, affordable chocolate drink.
“Checkers Custard has been dominating the breakfast category for some years now,” Mr. Checker said. “So we always thought there was a gap that we must fill. That is why, from Checkers Custard, we came into Choco Drink, and the brand name is called Checkers Choco Tee.”
He added that the company spent six to eight months working on the product to ensure it met top quality standards. “Trust me, it has got one of the highest quality raw materials, and it’s rich in vitamins and minerals. I am sure every Nigerian will enjoy Choco Tee. There is no doubt it has quality,” Checker stated.
The new product is a 3-in-1 chocolate beverage that combines sugar, cocoa, milk, and malt, making it a convenient choice for consumers. According to the company, Checkers Choco Tee will sell at a consumer-friendly price of N180, offering affordability without compromising quality.
Mr. Checker expressed strong confidence that the product will compete well in the market. “The company’s goal is to ensure that Nigerians enjoy high-quality products at affordable prices. At the end of the day, it’s the consumers who will decide which brand they prefer,” he said.
Also speaking at the event, the company’s National Sales Director, Mr. Anant Mehta, unveiled the company’s sales and distribution strategy for the new product. He emphasized the importance of working closely with distributors and staying true to the company’s vision.
“It takes vision, strategy, and most importantly, execution,” Mehta noted. “From June 1, we begin market activation — we will be doing crowd storming, noise-making, and sampling in the markets and supermarkets.”
The company’s Head of Marketing, Mr. Timothy Ogundele, also explained the strategy behind Choco Tee. He said the product was developed to address both the health and economic needs of consumers.
“One of the reasons we created this product is to fill the gap for Nigerians who want nutritious beverages but cannot afford expensive options. We are offering a properly formulated chocolate drink with quality ingredients at a very competitive price,” he said.
Ogundele added that Checkers Choco Tee is built on two major values — quality and affordability. “You can get the same quality as the expensive options in this category, but with us, it comes at a lower price. We are not looking to make huge profits, but to make sure people who need this product can afford it,” he said.
He also highlighted Checkers Africa’s support for its distributor network, stating that the company is offering various incentives, promotions, and rewards to encourage strong market performance.
“We’ve made it clear to our distributors that there are rewards, incentives, and support for every partner that aligns with our growth plan,” Ogundele explained.
One of the distributors at the launch, Mrs. Aderonke Alabi of Royal Gate Commercial Company Ltd, praised the company’s approach and product quality. “I am a distributor of Checkers products because they are high in quality, and the returns are great. Partnering with them means better profits, and their sales team is really supportive,” she said.
The unveiling of Checkers Choco Tee represents the latest move by Checkers Africa Ltd to expand its footprint in Nigeria’s fast-moving consumer goods (FMCG) sector. The company, already known for its popular Checkers Custard, is now seeking to strengthen its presence in the beverage segment with a product designed for everyday Nigerian households.
With the official market rollout of Checkers Choco Tee scheduled to begin on June 1, the company is poised to make a strong entry into the competitive chocolate beverage market, focusing on affordability, quality, and widespread availability.
