The recent ban on imported goods may allow local businesses to realise their full potential and gain consumer trust via high-quality products without competition from established, international brands. Livvel, an emerging food and beverage manufacturer, aims to do this. Based in Faisalabad, Livvel began operations in March this year by soft-launching four beverages: Chillup (in salted lemon and limca flavours), Nero (an organic cola drink), Rev (a stimulant drink) and Vie (drinking water). According to Heward Habibi, CEO, Livvel, the company spent over two years researching new flavours and creating formulas to suit Pakistani taste buds, and are targeting Pakistan’s youth – men and women between the ages of 18 and 25.
Habibi adds: “Pakistan is one of the top five most populated countries in Asia and the beverage options available here are not enough – sugary carbonated drinks are still consumers’ go-to beverage. Livvel can bridge this gap.”
Livvel is pleased with the response received so far. However, since the company is still in the 'soft launch phase' the beverages are only available in cans. Once more plants in the country are operational “it will drastically increase the variety of products offered,” says Salman Munawar, Marketing Head, Livvel.
Their marketing strategy consists of increasing the company's social media presence and increasing visibility through retail shop branding. Munawar emphasises that “since the response on social media has been promising, instead of focusing on marketing conventionally through TVCs or billboards, we will concentrate on distribution, infrastructure, and increasing the company footprint for now."
Livvel's products are currently available in all major cities in Pakistan, including Faisalabad, Islamabad, Karachi, Lahore and Peshawar. They plan to introduce nutritional drinks by the end of the year, and in the long-term, they aim to manufacture “innovative beverage options, and more unique lifestyle products eventually.”
Hiba Usmani is a passionate writer and dentist by profession.