UCB rebrands, takes Kadji beer to new level.

The unveiling of the milestone after 27 years on the market took place during a press conference in Douala on July 2. It brought together distributors, business partners and other stakeholders. 

Company executives stressed that while Kadji now boasts a modern look designed to meet evolving consumer expectations, its renowned recipe, quality and authentic taste remain unchanged.

Held under the theme: "New Look, Same Unique Taste, Same Pride", the event showcased UCB's ambition to modernise one of Cameroon's most recognised beer brands, while preserving the heritage that has made it a household name since its launch in 1999.

Opening the press conference, UCB's Country CEO and Managing Director, Austin Ufomba, described the unveiling as much more than the presentation of new packaging.

He said the ceremony celebrated the remarkable journey of Kadji, a brand that has become deeply rooted in the social fabric of Cameroon over the past 27 years.

"Today is more than unveiling a new packaging for Kadji. It is the celebration of a remarkable journey spanning 27 years," Ufomba said.

He noted that since its introduction in 1999, Kadji has grown beyond being simply a beer to becoming part of family celebrations, friendships, national victories and other memorable occasions shared by millions of Cameroonians.

"For millions of Cameroonians, Kadji represents more than refreshment. It represents pride, authenticity and our shared heritage," he stated.

Responding to changing consumer expectations

Ufomba explained that the rebranding was driven by changing consumer preferences and the need for the brand to remain relevant in an increasingly competitive market. According to him, great brands must evolve alongside their consumers.

He said the company has therefore simplified the brand name from "Kadji Beer" to simply "Kadji", while introducing a cleaner, more contemporary visual identity that reflects confidence, ambition and the company's long-term vision. 

"Our consumers are evolving and modern market dynamics require brands to evolve as well. We have refreshed the packaging to remain relevant while attracting new consumers, especially younger generations, without losing the confidence of our loyal customers," he said. The CEO was categorical that only the external appearance has changed.

"The packaging has changed, but the taste you love and the quality you know remain exactly the same," he assured.

He added that the company deliberately retained the award-winning recipe that has earned Kadji international recognition while investing in a refreshed image capable of positioning the brand for the next quarter century.

"This new look marks the beginning of an exciting new chapter. After 27 successful years, we are preparing Kadji for another 25 years and beyond," Ufomba declared.

Massive investment backs transformation

Beyond the visual transformation, Ufomba disclosed that UCB has made substantial investments to increase production capacity and meet growing consumer demand.

He highlighted the construction of one of the most modern breweries in Central Africa at Moungo saying the investment would ensure adequate supply of Kadji products across the country.

"Our existing production facilities are almost fully utilised because consumers continue to demand more Kadji. That is why we invested in a new brewery, ensuring our distributors have sufficient products and our consumers can always find Kadji on the market," he explained. 

He thanked consumers, distributors, retailers and media professionals for contributing to the growth of the brand over nearly three decades.  "Without you, Kadji would not have become what it is today," he said.

Marketing Director explains new identity

Presenting the redesigned brand identity, UCB Marketing Director, Francis Mbongue, said the company adopted an innovative launch format by bringing together journalists, distributors, customers and employees to witness the official unveiling.

He explained that the redesign seeks to modernise Kadji's appearance while preserving everything consumers have appreciated about the product over the years.

"We changed the external appearance and modernised the image to better connect with today's consumers and those of tomorrow. But everything that made Kadji an iconic brand has been preserved," Mbongue stated.

He revealed that consumer research showed that customers commonly ask for "Kadji" rather than "Kadji Beer" when purchasing the product.

To align the brand with consumer habits, the company decided to simplify its identity by retaining only the name "Kadji." According to him, the redesigned label now offers greater visibility, a more modern appearance and stronger appeal to younger consumers.

"The market asked for a more modern look. We responded to that expectation without touching what truly matters—the product itself," he explained.

Award-winning quality maintained

Mbongue emphasised that UCB intentionally retained Kadji's original recipe because of its internationally recognised quality.

He recalled that the beer received a Silver Medal at the Monde Sélection Awards in 2023 before winning a Gold Medal the following year, placing it among the world's top-performing beers in its category.

"We changed the packaging but we did not change the liquid. We maintained the same taste and the same quality because those are the strengths that earned Kadji international recognition," he said.

He added that increased investment in production infrastructure would also significantly reduce supply shortages experienced in some parts of the country

Proud Cameroonians heritage.

The company equally reaffirmed Kadji's identity as a proudly Cameroonian brand. Founded in 1999, Kadji is a premium blonde lager brewed from 100 per cent malt by Union Camerounaise de Brasseries.

The brand bears the name of the late industrialist Joseph Kadji Defosso, founder of UCB, which remains one of the country's largest wholly Cameroonian-owned breweries.Company officials said Kadji symbolises resilience, courage and the entrepreneurial spirit that has characterised UCB since its establishment. "We remain 100 per cent Cameroonian and proud of it," Mbongue stressed.

According to the company, creativity drives innovation in serving customers and partners, integrity ensures ethical conduct and accountability, while courage reflects the determination that enabled UCB to become Cameroon's first indigenous brewery and continue expanding despite intense competition.

The company's founding slogan, "It took time," coined by founder Joseph Kadji Defosso, remains a guiding principle within the organisation.

Launched in 1999 as Cameroon's first premium 100 per cent malt lager, the brand adopted a redesigned bottle in 2007 before becoming an official sponsor of the 2021 Africa Cup of Nations hosted in Cameroon.

Its international reputation continued to grow with medals won at the prestigious Monde Sélection Awards before the 2026 rebranding introduced a refreshed visual identity while preserving the original recipe.

UCB, founded on March 10, 1969, began commercial production in 1972 and has since grown into one of Cameroon's foremost industrial success stories.

Today, the company employs about 3,000 direct and 2,000 indirect workers, operates 16 distribution centres nationwide and markets a portfolio that includes Kadji, K44 Class, Bissé Lager, Spécial, Razel, KIQ energy drink and Madiba mineral water.

Certified under the ISO 9001:2015 Quality Management System, UCB says the Kadji rebranding reflects not only a change in appearance but also its long-term commitment to innovation, growth and delivering products that continue to resonate with Cameroonian consumers.

This article was first published in The Guardian Post Edition No:3839 of Monday July 06, 2026