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NELLY S PIMPJUICE LAUNCHES IN SOUTH AFRICA

 

Rapper Nelly has sealed a partnership with a South African holding company that will see his "Pimpjuice" sports drink rolled out in Africa.

 

Peter Friedman, creative director of diversified South African holding company Mojalife, said the company would be going into partnership with three of Nelly's companies including one which produces "Pimpjuice", a non carbonated sports drink.

 

"We have already pre-produced 1.5 million cans for South Africa and we are looking at producing between 1 and 1.5 million units locally every month," he said in an interview on Wednesday (May 9).

 

"Another 3 million units will be going out into our international export market in Australia, Nigeria and New Zealand," Friedmann said.

 

"Pimpjuice" was launched in the United States in 2003 amid widespread complaints over the offensive connotations of the term "pimp". However, according to Mojalife chairman Mathews Phosa, a prominent member of South Africa's ruling African National Congress (ANC), the term stands for "positive, intellectually motivated persons."

 

"Pimpjuice" will be available in South African shops from May 18 and will pave the way for the launch of Nelly's Vokal and Applebottom clothing labels later in the year.

 

Friedmann said the rap star's Derry Entertainment record label would also be launched in South Africa.



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