A game-changing idea can be inspired by what initially began as a personal challenge. Vuyo Gumede did not go into the beverage industry to disrupt it; she went into it to solve a problem of her own. Having a problem with migraines and being sensitive to high caffeine in most energy drinks challenged her the most. “After just two sips of most energy drinks, I would get triggered, ” she says. Instead of giving up, she saw an opportunity to create something better, a healthier, more functional energy drink for people like herself.
That drive gave birth to Cheetah Energy Drink, a proudly South African product that is low in caffeine but high in essential amino acids and vitamins. “I wanted to create a solution for people like me, those who want to stay energised without harming their health,” Gumende explains.“It’s energy with a purpose. More than just a drink, Cheetah is created on the belief that energy should fuel both the body and the mind.”
Proudly Born in the Township
Cheetah Energy Drink is more than a beverage brand; it’s a symbol of township innovation. It was developed and produced in Thulisa Park, Johannesburg, a community that played a major role in shaping Vuyo’s entrepreneurial spirit. “The township taught me how to do more with less. It shaped how I think, how I look, and how I build,” she elaborates.
The brand’s name and identity reflect the strength, speed, and pride of African excellence. Cheetah is not only produced locally, it’s proudly South African and deeply rooted in township values. Gumede says that she wants people to know that world-class brands can come from our communities. “Our location doesn’t define our limit; our determination does.”
Breaking Through a Competitive Market
The beverage industry is characterised by intense competition, particularly with global brands dominating the market. But Cheetah has carved out its lane by focusing on health, functionality, and authenticity. It’s certified by the South African Bureau of Standards (SABS) and aligned with global wellness trends that are rapidly gaining momentum.
“Unlike most energy drinks, ours doesn’t rely on caffeine. We focus on ingredients that boost mental and physical energy naturally,” Gumede explains. This strategy is making Cheetah popular both locally and internationally. The company has been chosen to take part in the Fit for Business with Germany programme, which gives participants a chance to be mentored, trained, and have access to international buyers.
As part of its growth, the company has achieved a 5% revenue increase since October last year and created five new jobs. These milestones were the results of focused sales efforts, new distribution channels, and strategic branding. “Every cent went back into the business, training, branding, and building a strong foundation,” Gumede highlights.
From Start-up Founder to Strategic CEO
Gumede’s leadership style has evolved over the years, especially through her participation in Nedbank’s Women’s Rise Entrepreneur Programme. This experience taught her the importance of stepping into her role as a CEO and building systems that allow the business to scale. “That programme made me realise I’m not just a founder, I’m a CEO,” she notes.
One of the biggest lessons has been learning to delegate, trust her team, and think long-term. And as a woman in the manufacturing sector, she’s also faced with challenges with funding and being taken seriously.
“It’s a tough space. But I always say don’t wait for permission to lead. Prepare yourself, stay focused, and surround yourself with people who believe in your vision. Also, you can’t scale by doing it all alone. You have to trust your systems, empower your team, and think long-term,” Gumede explains.
Africa, Europe, and Beyond
Cheetah Energy Drink is just getting started. With export plans underway to Germany and a bold vision for African expansion, Gumede is on a mission to grow a truly global brand with African roots. She says,0 “I see Cheetah in supermarkets in Nairobi, at resorts in Seychelles, and across the continent.”
Her growth strategy is practical and purpose-driven, partnering with local distributors, attending key trade expos, and exploring licensing and co-packing opportunities to ensure product consistency in new markets. A dedicated production facility is also in the pipeline to support international demand.
Despite scaling, Vuyo remains committed to product quality and brand authenticity. The goal is to build a business that not only thrives but also inspires others to believe in the power of township entrepreneurship.
“Even as we grow globally, we will stay true to who we are. That is our strength,” she concludes.
