The SA Canegrowers Association launched Shesha as the first energy drink made from raw sugarcane juice. The beverage offers four flavors and contains half the caffeine of standard energy drinks. Production takes place in KwaZulu-Natal, where 24,000 small-scale and 1,200 large-scale farmers cultivate the crop.
Profits return to agricultural projects across KwaZulu-Natal and Mpumalanga provinces. Chairman Higgins Mdluli said the product demonstrates industry diversification beyond traditional sugar manufacturing. The association owns the entire initiative as the sole shareholder, supporting rural employment.
Retailers Takealot and Makro stock the drink nationwide. The sugar sector faces pressure from import competition and taxation on sweetened products. Natural ingredients and lower caffeine levels target health-conscious consumers seeking plant-based alternatives.
Profits return to agricultural projects across KwaZulu-Natal and Mpumalanga provinces. Chairman Higgins Mdluli said the product demonstrates industry diversification beyond traditional sugar manufacturing. The association owns the entire initiative as the sole shareholder, supporting rural employment.
Retailers Takealot and Makro stock the drink nationwide. The sugar sector faces pressure from import competition and taxation on sweetened products. Natural ingredients and lower caffeine levels target health-conscious consumers seeking plant-based alternatives.
