The global FMCG company Hayat Kimya – under Hayat Group, a 3 billion USD turnover Turkish conglomerate – has officially launched its operations in Kenya, with the introduction of its globally leading Molfix baby diaper brand.
The company employs 8.000 people and operates in 10 subsidiaries across Middle East, Asia and Africa, with 14 global brands in diapers, hygienic pads, detergents and cleansing tissue categories. Ranked world’s 5th largest branded baby diaper manufacturer and the largest tissue manufacturer in the Middle East, Eastern Europe and Africa by capacity, Hayat Kimya is looking to capture the East African market through Kenya.
Hayat Kimya, has accumulated nearly 15 years of extensive experience in African markets with Molfix diapers, leading the category in Nigeria, Cameroon, Algeria, Egypt, Morocco. The company has strong manufacturing power with 14 world-class hygiene, detergent and tissue production plants and exports its global brands Molfix, Bingo, Papia and Familia to more than 100 countries across the world.
Invests 6 million USD in Kenya
Hayat Kimya has initially invested 6 million USD into its Kenyan operations with Molfix diaper business.
Hayat Kimya CEO Avni Kigili reiterated the company’s commitment “Kenya is a developing country, carrying a lot of potential, with her growing, young population, with her strategic location for Central and East of Africa. Hayat would like to be part of this rapidly modernizing and developing country. So, we offer our quality and innovation, we offer our brand investment with Molfix, we offer our sincerity to you.”
Focuses on local needs, offers
In Kenya, there are 3.5 million babies who age between 0-36 months, who also make up 7,3% of the whole country population. On average, a mother uses 4 diapers a day on a baby. Annual diaper consumption in Kenya is nearly 750 million, according to research Hayat Kimya shared during launch event.
The new diaper Molfix will revolutionize the market
Kenyan mothers care more about the hygiene of their little ones. Molfix developed 2 special products in global R&D Center and offers to Kenyan mothers.
One is Molfix pants, Hayat’s most innovative diaper with its unique anatomic-fit technology that perfectly fits babies. Molfix pants ensures comfort for babies along with flexible waist & body system and anti-leakage elastic barriers. Molfix pants makes an innovative touch with its wetness indicator that changes color when baby needs a change to ease mother’s life.
The other is specially formulated, high quality Molfix diaper for Kenyan babies. Top of class absorbency, with its absorption power that locks in liquid and elastic barries to prevent leakages that keeps babies dry, giving babies and their parents, clean, healthy and happy times. Also, Molfix increases babies’ comfort with its baby skin-friendly texture, especially with the aloe vera and chamomile extracts providing better experience to both mothers and their young ones. Molfix diapers’ high quality is certified by KEBS, carrying the “diamond-for-quality”, on its packs.
TerryAnne Chebet endorses Molfix quality, signing pack on stage
During the launch, TerryAnne Chebet was also unveiled as the brand ambassador for the new diapers in the Kenyan market. Excited Mrs. Chebet praised Molfix, saying due to its anti-leakage and high absorbency, her
She signed a huge Molfix package on stage and continued “As a sign of my appreciation, I wanted to sign this Molfix pack in front you, so that we would all share this excitement moment for Molfix Kenya.”