In Nigeria’s increasingly competitive beverage market, innovation goes beyond introducing a new product. It involves understanding consumers, anticipating their preferences and creating offerings that fit into their everyday lives. For Rite Foods Limited, this thinking has inspired the introduction of LIDA Malt Classic, a new non-alcoholic malt beverage designed to expand consumer choice and strengthen the company’s position in the industry.
The product was unveiled to media representatives and content creators on October 15, 2026, during a product immersion programme at the company’s manufacturing facility in Ososa, Ijebu Ode, Ogun State. The programme offered participants an opportunity to experience LIDA Malt Classic while gaining insights into the manufacturing processes, operational capabilities and innovation strategies supporting Rite Foods’ growing portfolio.
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Anchored on the proposition, *“LIDA Malt. Made for You,”* the new brand reflects an approach that places consumers at the centre of product development. It seeks to connect with everyday experiences, preferences and occasions, reinforcing the idea that beverage choices are shaped by individual tastes and lifestyles.
Speaking at the event, Ekuma Eze, Head of Corporate Affairs and Sustainability at Rite Foods Limited, explained that the introduction of LIDA Malt represents another step in the company’s commitment to product development, quality and responsiveness to changing consumer expectations.
He noted that the company’s innovation journey is evident in its expanding portfolio, which includes Bigi Carbonated Soft Drinks, available in 13 variants; Bigi Premium Drinking Water; Sosa Fruit Drink, with five variants; and Fearless Energy Drink.
According to Eze, entering the malt beverage category provides another opportunity for the company to diversify its offerings while remaining focused on quality, consumer relevance and local manufacturing.
“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,” he said.
Beyond expanding its product range, Rite Foods is also exploring ways to build stronger connections between its brands and consumers. Its engagement platforms, including Bigi’s Soundcity OnTour campus activation and Fearless Energy Drink’s participation in Felabration, demonstrate how the company leverages music, entertainment and youth culture to create brand experiences beyond the point of purchase.
These initiatives reflect a broader understanding of the modern consumer, particularly younger audiences who increasingly connect with brands through shared experiences, cultural expression and lifestyle interests.
However, innovation at Rite Foods extends beyond product development and brand engagement. The company’s manufacturing infrastructure, sustainability initiatives and energy management strategy also form part of its broader approach to business growth.
During the factory tour, participants were introduced to aspects of the company’s automated manufacturing operations, which support production across its food and beverage portfolio. Eze also highlighted the company’s approach to energy management, explaining that operational efficiency and the adoption of cleaner energy sources are important to its long-term business strategy.
He disclosed that 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,” Eze said.
The company’s sustainability efforts also include Waste-Is-Naira, an initiative implemented in partnership with RecyclePoints to encourage plastic waste recovery by connecting recycling activities with economic value. The programme reflects an effort to make environmental responsibility more practical by giving communities an incentive to participate in waste recovery.
For a company operating in the fast-moving consumer goods sector, where production, packaging and distribution are central to business activities, such initiatives demonstrate the importance of integrating sustainability into everyday operations.
On the marketing front, Toyin Nnodi, Head of Marketing at Rite Foods Limited, said LIDA Malt Classic was developed with a clear understanding of consumers and the role beverage products play in their daily routines.
“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 explained that the new product provides an opportunity to extend the company’s understanding of consumer needs into another beverage category while building a brand with a relatable identity.
For Nnodi, the objective is not simply to introduce another beverage into the market but to offer consumers a quality option that aligns with their everyday occasions.
“Consumer relevance is an important consideration in how we develop and position our brands. With LIDA Malt, we want to offer consumers another quality beverage choice that fits into their everyday occasions, whether they are sharing a meal, spending time with friends or simply taking a moment to refresh,” she added.
Currently available in its Classic variant and packaged in polyethylene terephthalate (PET) bottles, LIDA Malt adds to Rite Foods’ locally manufactured beverage offerings. The company also has a presence in the food category through products such as Rite Spicy Beef, Bigi Beef and Bigi Flex Sausages.
The introduction of LIDA Malt Classic comes at a time when differentiation, consumer understanding and product diversification remain important considerations for businesses competing in Nigeria’s fast-moving consumer goods market. As brands seek to maintain relevance and attract different consumer segments, the ability to combine product development with effective engagement and operational efficiency can play a significant role in sustaining growth.
For Rite Foods, the launch brings these elements together. From expanding its beverage portfolio to investing in manufacturing capabilities, exploring cleaner energy solutions and promoting plastic waste recovery, the company is positioning innovation as an ongoing business process rather than a single product launch.
Ultimately, the success of LIDA Malt Classic will depend on how well it resonates with consumers and establishes its place in their beverage choices. Its introduction, however, signals Rite Foods’ continued willingness to explore new categories and broaden its offerings in response to market expectations.
With the promise of *“Made for You,”* LIDA Malt Classic enters the market with a consumer-focused proposition and adds a new chapter to the company’s evolving innovation journey.
Cami Ezenwa is a Writer, Editor, Publicist, Biographer and Journalism Trainer
He has worked with the Daily Times, Daily Independent, Financial Standard and Business Television to mention some.
His ongoing Corporate Communications Master Class training series equips learners with credible hands-on skills for effective Media Relations, Public Communications & Corporate Affairs amongst others.
He can be contacted via 09165809519 or 08180335778.