Sanath Jayasuriya-backed SPICEUP lauSamagi Spice Exports (Pvt) Ltd has recently launched SPICEUP, a new Sri Lankan beverage brand featuring cricket legend Sanath Jayasuriya as its brand ambassador, with plans to take value-added Ceylon cinnamon products to international markets.The launch was held at the University of Ruhuna in Matara, marking the company’s expansion from traditional spice exports into the beverage industry.The new beverage range, developed using Ceylon cinnamon and other locally grown spices, is promoted as a healthier alternative to conventional carbonated soft drinks, with reduced sugar content and an emphasis on natural spice extracts.
The SPICEUP range includes Original, Cream Soda, Power, GO, Cool, Burn, Memo+ and Zingy, available in cans and plastic bottles.
Samagi Spice Exports, a company with a history dating back to 1969, aims to transform Sri Lanka’s internationally recognised Ceylon cinnamon into value-added consumer products rather than relying primarily on raw spice exports.As part of the launch, the Faculty of Agriculture of the University of Ruhuna and Samagi Spice signed a preliminary non-disclosure agreement to support future research, product development and commercialization products were developed through research and collaboration involving the company’s research and development team and university researchers, with the aim of bringing innovative Sri Lankan beverages to the market.The company plans to roll out SPICEUP islandwide within the next few months, while entering international markets remains a major objective.Jayasuriya’s involvement as brand ambassador is expected to strengthen the brand’s visibility and support its efforts to promote Sri Lankan cinnamon-based beverages to a wider audience.The company believes that developing finished consumer products using locally sourced cinnamon and spices could create new export opportunities while increasing the commercial value of Sri Lanka’s agricultural resources.The launch brought together Samagi Spice Chairman Janaka Aberathna, Vice Chairman Janitha Aberathna, Professor Guththila Jayasinghe of the University of Ruhuna and other university and industry representatives.
Through SPICEUP, the company aims to establish a Sri Lankan beverage brand with international potential while promoting innovation, value addition and greater use of Ceylon cinnamon in finished consumer products
