BigTree Beverages introduces FIT by Vatra: New entrant in Zambia’s growing sports drink market

ZAMBIA – BigTree Beverages Ltd, a subsidiary of the Trade Kings Group, has launched FIT by Vatra, a sports drink formulated to cater to athletes and fitness enthusiasts. 

The beverage is designed to provide hydration and replenishment, containing a blend of carbohydrates, minerals, and electrolytes.

The launch event in Lusaka attracted sports figures, corporate leaders, and celebrities. The Minister of Youth, Sport and Arts, Hon. Elvis Nkandu, attended as the guest of honour, acknowledging BigTree Beverages’ role in supporting health and fitness in Zambia. 

He remarked on the company’s alignment with governmental efforts to promote community health through sports.

Bridget Kambobe, Public Relations Manager for the Trade Kings Group, highlighted the company’s ongoing commitment to sports development in Zambia. 

She noted that the introduction of FIT by Vatra not only adds to their product line but also reflects their dedication to wellness and fitness within the community.

The launch of FIT by Vatra positions BigTree Beverages in competition with established players in the sports drink segment. 

While Zambia’s sports drink market is still developing, international brands such as Coca-Cola’s Powerade, Suntory Beverage & Food’s Lucozade, and PepsiCo’s Gatorade dominate African markets. 

Locally, BigTree Beverages has built a strong reputation, particularly after its 2023 recognition as “Company of the Year” at the Proudly Zambian Quality Awards, alongside winning the Exporter of the Year title.

Trade Kings Group, BigTree Beverages’ parent company, has been actively investing in Zambia’s beverage sector. In 2022, the company injected US$80 million into a state-of-the-art production facility to expand its manufacturing capabilities. 

Established in 2016, Big Tree Beverages has rapidly ascended to become Zambia’s largest soft beverage producer. 

The company’s diverse portfolio includes energy drinks, colas, carbonated flavored beverages, fruit-based carbonated drinks, juices, cordials, and functional beverages. 

Their products are currently distributed across more than 10 countries in Sub-Saharan Africa.

Market Outlook

The introduction of FIT by Vatra aligns with the anticipated growth in Zambia’s beverage sector. According to Statista, Zambia’s soft drinks market, which encompasses sports drinks, is projected to reach US$356.01 million in 2025, with an expected annual growth rate of 8.66% from 2025 to 2029.

This growth is indicative of increasing consumer interest in beverages that offer functional benefits, such as hydration and energy replenishment, which are key attributes of sports drinks. 

Meanwhile Verified Market Research says that the global sports drink market is projected to grow from US$28.92 billion in 2024 to US$38.68 billion by 2031, at a compound annual growth rate (CAGR) of 4.08%.

In November 2024, PRIME Hydration, co-founded by influencers Logan Paul and KSI, entered the West African market, launching its products in Nigeria and Ghana. 

The product line includes zero-sugar sports drinks formulated with 10% coconut water, branched-chain amino acids (BCAAs), electrolytes, and antioxidants, available in both bottled and powdered forms.