Rite Foods Limited has launched LIDA Malt Classic, its latest beverage offering, as the Nigerian food and drinks manufacturer deepens product diversification and seeks to expand its footprint in the competitive malt drink market.
Rite Foods Limited has introduced LIDA Malt Classic, a non-alcoholic malt beverage designed to give consumers more choices and strengthen the company’s position in Nigeria’s competitive beverage industry.
The new product, launched under the tagline “LIDA Malt. Made for You,” marks the company’s entry into the malt drink category and extends a portfolio that includes carbonated soft drinks, energy drinks, fruit drinks and bottled water.
The company unveiled the product during a media immersion programme at its manufacturing facility in Ososa, Ijebu Ode, Ogun State. The visit gave journalists and content creators an opportunity to sample LIDA Malt Classic and learn about the manufacturing processes, technology and operational practices supporting the company’s growing product range.
Speaking during the engagement, Ekuma Eze, Head of Corporate Affairs and Sustainability at Rite Foods, said the launch reflects the company’s commitment to innovation, quality and responding to changing consumer preferences.
He noted that product development remains central to the company’s growth strategy, enabling it to explore new market opportunities while building on its existing manufacturing capabilities.
“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.
Rite Foods’ existing beverage portfolio includes Bigi Carbonated Soft Drinks, available in 13 variants; Bigi Premium Drinking Water; Sosa Fruit Drink, with five variants; and Fearless Energy Drink. The company also manufactures sausage products, including Rite Spicy Beef, Bigi Beef and Bigi Flex.
The introduction of LIDA Malt Classic adds another category to this portfolio, giving the company an opportunity to reach consumers with different beverage preferences and consumption habits.
Toyin Nnodi, Head of Marketing at Rite Foods, said the thinking behind LIDA Malt was to build a brand that places consumers and their everyday experiences at the centre of its proposition.
According to her, the “Made for You” tagline reflects the company’s intention to develop a product that responds to consumer expectations and fits naturally into different occasions.
“LIDA Malt was developed with the consumer in mind. We recognise that people make choices based on their preferences, routines and expectations of the products they consume. 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,” Nnodi said.
She added that the product was designed to offer consumers another quality beverage option for everyday occasions, including meals, social gatherings and moments of refreshment.
LIDA Malt Classic is currently available in polyethylene terephthalate (PET) bottles. Its reception in the market will depend on how effectively the company translates its consumer-focused proposition into product availability, brand awareness and repeat purchases in a category where established brands already compete for attention.
Beyond the new product, the media visit offered insights into Rite Foods’ manufacturing infrastructure, operational processes and sustainability initiatives.
Eze highlighted the role of energy management in the company’s business strategy, noting that the use of cleaner energy sources supports operational efficiency, environmental responsibility and business continuity.
According to him, approximately 95 per cent of the company’s energy consumption comes from natural gas and solar power, while diesel accounts for the remaining five per cent.
“Our approach recognises the realities of industrial operations in Nigeria while deliberately pursuing cleaner, more efficient and more resilient energy solutions that support productivity and business continuity. We see operational efficiency and environmental responsibility as important considerations in building a sustainable business,” he said.
The company also uses automated manufacturing infrastructure to support production across its food and beverage portfolio. Such investments are important in maintaining production consistency, supporting quality control and improving operational efficiency as manufacturers respond to changing consumer demand.
On waste management, Rite Foods highlighted its Waste-Is-Naira initiative, implemented in partnership with RecyclePoints. The programme encourages plastic-waste recovery by linking recycling activities with economic value, providing an avenue for greater public participation in waste reduction.
The initiative also reflects the growing importance of circular-economy approaches in Nigeria’s manufacturing sector, where packaging waste remains a significant environmental concern.
Rite Foods has also continued to use entertainment and youth-focused platforms to strengthen brand engagement.
Its Bigi brand has participated in Soundcity OnTour campus activations, while Fearless Energy Drink has featured at Felabration. These platforms allow the company to connect with consumers through music, entertainment and youth culture.
During the factory visit, Henry Ohikhuai, Plant Manager, and Timilehin Ajibola, HSE Manager, also discussed the operational principles and standards underpinning the company’s manufacturing and production processes.
The programme featured a factory tour and the unveiling of LIDA Malt’s television commercial, giving the visiting media representatives an opportunity to examine the product and its brand positioning more closely.
With LIDA Malt Classic, Rite Foods is extending its diversification strategy into another beverage category while drawing on its existing production capacity, distribution experience and brand-building expertise.
The long-term performance of the new product will depend on its ability to deliver consistent quality, secure shelf space, reach consumers across markets and establish a distinct identity in the malt drink segment.
For Rite Foods, the launch represents another step in expanding consumer choice and building a broader food and beverage business around local manufacturing, product innovation and operational efficiency.
