Rite Foods Limited has entered the malt drink segment with the launch of LIDA Malt Classic, a new non-alcoholic beverage aimed at expanding consumer choice in Nigeria’s competitive market.
With the tagline “LIDA Malt. Made for You,” Rite Foods said it aims to capture a significant share of the malt market, similar to its other leading brands.
The Head of Corporate Affairs and Sustainability at Rite Foods Limited, Ekuma Eze, gave insights into the new product while speaking to selected journalists who made a field trip to the company’s manufacturing facility in Ososa, Ogun State.
The field trip, planned as an immersion programme, gave media representatives and content creators an opportunity to experience the new product and gain insight into the manufacturing operations behind the company’s growing portfolio.
Justifying the need for the new offering, Eze said LIDA Malt reflects Rite Foods’ commitment to product innovation, quality and evolving consumer needs.
He noted that the company’s innovation journey is reflected in its expanding portfolio, which includes Bigi Carbonated Soft Drinks (13 variants), Bigi Premium Water, Sosa Fruit Drink (five variants) and Fearless Energy Drink.
“Product innovation requires us to understand the market, respond to consumer preferences and continually explore opportunities to expand our offerings. With LIDA Malt, we are extending our beverage portfolio into another category while maintaining our focus on quality, consumer relevance and locally manufactured products,” Eze said.
Beyond product development, Rite Foods has continued to explore innovative approaches to brand engagement, manufacturing and sustainability through platforms such as Bigi’s Soundcity OnTour campus activation and Fearless Energy Drink’s participation in Felabration, connecting its brands with consumers via music, entertainment and youth culture.
Its automated manufacturing infrastructure supports production across its food and beverage portfolio, while initiatives such as Waste-Is-Naira, implemented with RecyclePoints, encourage plastic-waste recovery by linking recycling to economic value.
During the factory tour, Eze also highlighted energy management as key to the company’s long-term strategy, noting that cleaner energy sources support operational efficiency, sustainability and business continuity.
“Our approach recognises the realities of industrial operations in Nigeria while deliberately pursuing cleaner, more efficient and resilient energy solutions. We see operational efficiency and environmental responsibility as critical to building a sustainable business,” he said.
According to him, about 95 per cent of the company’s energy comes from natural gas and solar, while diesel accounts for the remaining five per cent.
On her part, the Head of Marketing at Rite Foods, Toyin Nnodi, said LIDA Malt was developed with the consumer at the centre of its proposition.
“LIDA Malt was developed with the consumer in mind. People make choices based on preferences, routines and expectations. With LIDA Malt Classic, we are introducing an offering built around that understanding. Our ‘Made for You’ proposition reflects our commitment to keeping consumers at the heart of what we do,” she said.
She added that the launch extends the company’s understanding of consumer needs into another beverage category.
“Consumer relevance is key to how we develop and position our brands. With LIDA Malt, we want to offer another quality beverage choice that fits into everyday occasions, whether sharing a meal, spending time with friends or simply refreshing,” she said.
Currently available in its Classic variant and packaged in PET bottles, LIDA Malt adds another locally manufactured beverage to Rite Foods’ portfolio, which also includes Rite Spicy Beef, Bigi Beef and Bigi Flex Sausages.
With LIDA Malt Classic, the company continues to drive innovation through product diversification, consumer-focused brand development, manufacturing capability and operational efficiency.
Speaking earlier, Plant Manager, Mr. Henry Ohikhuai, and HSE Manager, Mr. Timilehin Ajibola, shared insights into the company’s operations, especially the core values driving its innovations and production processes, noting that its best practices compare with global standards.
The high point of the event was a factory tour and the unveiling of the LIDA Malt television commercial, which gave journalists ample opportunity to further interrogate the product.
