By Jan-Hendrik de Villiers
The South African company Womoba, a subsidiary of SA Canegrowers, launched a sugarcane-based energy drink called Shesha in December 2024. “This innovative product marks a major step in the SA Canegrowers’ efforts to diversify the sugarcane industry and create new markets for South African growers,” says CEO Dr Thomas Funke.
Shesha is 100% locally produced. The sugarcane used in the product is cultivated on the KwaZulu-Natal North Coast under the sugar industry’s Sustainable Sugarcane Farm Management System (SUSFARMS), which ensures responsible and sustainable farming practices. Hand-harvested sugarcane stalks are peeled and crushed to form the base of the energy drink.
Womoba, which is based in Mount Edgecombe, KwaZulu-Natal, manages the dedicated cane juice production line, which has led to the creation of new jobs, contributing to economic growth in the area.
Shesha is sold in 300 ml cans, and is available in four flavours: Original, Lemon & Lime, Ginger Beer and Orange.
Unlike conventional energy drinks, Shesha contains natural sugarcane juice, giving the drink an organic sweetness. It also contains fewer additives and a lower caffeine content, offering a “refreshing alternative”. The drink undergoes double pasteurisation, ensuring a one-year shelf life while preserving the product’s goodness.
Shesha Original contains 414 kJ of energy per 300 ml can, whereas the other three flavours each contains 204 kJ. They all contain 48 mg caffeine per 300 ml, 48 mg guarana and 3 mg ginseng, and are enriched with vitamins B3, B6 and B12.
A boost to the KZN rural economy
There are plans to expand the availability of the Shesha range across the country. “This initiative presents a game-changing opportunity for sugarcane growers by creating an additional revenue stream and reducing reliance on traditional sugar markets,” Funke says.
The profits from Shesha sales will directly benefit local growers by helping to sustain livelihoods and strengthen the rural economy. In addition, communities that will directly sell Shesha will be able to earn a portion of the sales price, which will help to further support economic growth in the sector.
SA Canegrowers has plans to expand Shesha’s production and distribution, both locally and internationally, according to Funke.
“By offering a natural locally made energy drink, the organisation is not only promoting industry diversification but also securing a more sustainable future for South African sugarcane growers,” he says.
