Checkers Africa Launches Choco Tee to Shake Up Nigeria’s Breakfast Beverage Scene

Checkers Africa Ltd has officially entered Nigeria’s chocolate-drink market with the debut of Checkers Choco Tee, a 3-in-1 cocoa, milk, malt, and sugar blend priced at ₦180. The unveiling took place at a lively Friday event, signalling the company’s next move in Nigeria’s fast-growing breakfast segment.

From Custard Legacy to Cocoa Innovation

Managing Director Karan Checker said the idea grew from the success of Checkers Custard, long a staple on Nigerian breakfast tables. “We saw a clear gap,” he explained. “Our goal is to give Nigerians a high-quality product at a very affordable price, letting consumers decide between our drink and the rest of the market.”

The recipe, perfected over six to eight months, uses premium raw materials and is fortified with essential vitamins and minerals.

Market Strategy

  • Launch Activations: Beginning June 1, nationwide sampling, in-store promotions, and crowd-engagement campaigns will introduce the drink to consumers.

  • Sales Push: National Sales Director Anant Mehta highlighted tight coordination with distributors and a “strong execution plan” to drive rapid uptake.

  • Value Proposition: Head of Marketing Timothy Ogundele stressed a focus on health-conscious buyers and “category-level quality at a lower price,” addressing today’s tight household budgets.

Launch partner Aderonke Alabi of Royal Gate Commercial praised the product’s taste and profit potential, citing Checkers’ strong sales support and incentive programs.

By pairing affordability with premium formulation, Checkers aims to capture a share of Nigeria’s competitive FMCG beverage market and diversify local breakfast options. With Choco Tee, the company signals a broader ambition: turning a custard legacy into a full-fledged breakfast brand.

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