Welcome to Lentas International
Lentas International (PTY) Ltd (previously Lentas Beverages), first launched Volt Energy drink in July 2007. The company quickly grew both nationally and internationally resulting in the introduction of two additional brands namely Skull Energy drink and Maniac Energy drink.
Both Skull and Maniac energy drink were subsequently sold in 2016 to make way for the introduction of the Angry Birds brand which was produced under license to Finnish international gaming company Rovio. In addition to the Angry Birds contract the decision was made to diversify into the wellness beverage category which saw the launch of Acti-Bev, a Lentas innovative wellness range of beverages which currently includes a range of Aloe Vera and Oats Breakfast drinks.
Global trends are something that we at Lentas keep a close eye on. With extensive travel, attending numerous trade shows globally, we are committed to bringing trends to South Africa that we identify as conducive to our culture, consumers and markets.
Functional and health beverages are becoming extremely popular and as such our vision is to create a range of affordable functional and/or health drinks for mainstream retail all under one brand….Acti-Bev.
At Lentas, we are not in the business of sourcing specific product and importing same, but more so to identify the product trend and introduce the products into the South African market utilising local production. This policy eliminates the negative aspects of importing, such as fluctuations in exchange rates and extensive unpredictable lead times, while simultaneously and positively contributing to our local economy. This inadvertently lends itself to an increased available consumer spend.
In addition to servicing the Lentas International Brands the decision has been taken to offer these services to third party brands.
By utilizing the Lentas national infrastructure, smaller brands and/or international brands, which do not have a presence in South Africa are now able to capitalize on the Lentas retail infrastructure which includes, not only comprehensive sales and distribution channels but also top level management administration and key accounting.
Lentas International is perfectly positioned to take your brand to retail in South Africa.
Energy drinks contain a high level of caffeine and give a short-term adrenaline rush. They constitute performance enhancing products. They are also represented as fashionable and trendy drinks, essential to having a good time with friends, or as substitutes for coffee.
The Energy Drinks market is considered a niche market. The original target population was the sophisticated, upper LSM, metro-dweller. This has now been extended to include LSM 5 – 7; mainly in Gauteng, Kwazulu-Natal and Eastern Cape.
Total Trade Desk Value of R2,2 Billion and 46 Million liters per annum in South Africa.
2012+ Total Trade Desk trended to grow as the new consumer market is growing; LSM 5 –7. With this change in focus, it creates new potential for innovative marketing strategies, product offerings and brand diversification.
Forecourts and Top-end retailers dominate share of sales.