ATHI RIVER, Kenya – Confectionery giant Mars Wrigley has launched a new Sh4.3 billion ($33 million) sugar-free gum production line at its Athi River factory, a landmark investment set to transition Kenya from a net importer of the products to a major regional exporter. The strategic move, announced on Tuesday, November 25, 2025, will see the Machakos County-based plant take over production previously handled by the company's facility in Poland, fundamentally reshaping its supply chain for Africa and the Middle East.

The investment will be phased over the next three years and builds upon more than $70 million (over Sh9 billion) the American multinational has already injected into its Kenyan operations. The cumulative capital expenditure now exceeds $100 million, signaling deep confidence in Kenya's manufacturing ecosystem. The new line will produce the ‘Orbit’ brand for Sub-Saharan Africa and the ‘Extra’ brand for Arabic-speaking markets, including Egypt, Saudi Arabia, the UAE, Iraq, and Libya. This localization is projected to expand the factory's export reach from six to at least 15 countries.

A Strategic Pivot from Europe to Africa

For years, Mars Wrigley supplied its sugar-free gum to the region exclusively from its plant in Poland. According to company officials, this long-distance supply chain created significant lead times and logistical hurdles. By relocating production to Athi River, the company aims to enhance efficiency, reduce its carbon footprint, and build a more resilient supply network for its fastest-growing markets.

“This decision signals our confidence in Kenya’s potential as a regional hub,” said Ismael Bello, General Manager for Mars Wrigley in Sub-Saharan Africa, during the launch event on Tuesday. Bello stated that local manufacturing will enhance product affordability, bolster Kenya's export performance, and support job creation. The company currently supports over 3,500 direct and indirect jobs in the country.

The move is also expected to benefit Kenyan consumers directly. Bello noted that savings on import duties and transport costs will allow the company to introduce smaller, more affordable product units, potentially retailing for as low as Sh5, alongside existing packs. Until now, popular brands like Orbit and Snickers have been entirely imported.

Economic Implications for Kenya

The investment is a significant validation of the Kenyan government's efforts to position the country as a premier destination for foreign direct investment in manufacturing. The presence of U.S. Embassy Chargé d'Affaires Susan Burns and Kenya Investment Authority CEO John Mwendwa at the launch underscored the project's national importance. “We hope that in the near future, this can become your hub, not only for East Africa, but for the entire continent and beyond, because from Kenya you can serve the world,” Mwendwa stated at the event.

The Athi River plant, which first opened in 2019 as a Sh7 billion investment, already produces sugared brands like Big G, P.K., and Juicy Fruit. The new expansion integrates advanced automation and state-of-the-art technology designed to maximize efficiency and sustainability. “The new state-of-the-art technology will help enhance efficiency and elevate our sustainability performance,” said Plant Director Mustaffa Bin Kamaludin on Tuesday. He added that the investment deepens the company's commitment to developing local talent and establishing Kenya as a center of manufacturing excellence.

This development aligns with the government's national strategy to increase foreign investment inflows, which is critical for technology transfer, job creation, and economic diversification. While Kenya has a positive investment climate, reports from institutions like the Kenya Institute for Public Policy Research and Analysis (KIPPRA) have previously noted that FDI does not always translate directly into industrial growth. However, Mars Wrigley's substantial and targeted investment in value-added manufacturing and export diversification represents a tangible step toward reversing that trend, anchoring high-value production firmly on Kenyan soil.