Rite Foods Deepens Innovation Pipeline With Launch Of LIDA Malt

 

Rite Foods Limited is advancing its innovation drive with the introduction of LIDA Malt Classic, a new non-alcoholic malt beverage developed to expand consumer choice and strengthen the company’s presence in Nigeria’s competitive beverage market.

 

Anchored on the proposition “LIDA Malt. Made for You,” the brand reflects the company’s approach to innovation, driven by an understanding of consumer preferences and a commitment to developing products that fit naturally into everyday life.

 

LIDA Malt Classic was introduced to the media during a product immersion programme at Rite Foods’ manufacturing facility in Ososa, Ijebu Ode, Ogun State, on October 15, 2026. The programme provided media representatives and content creators with an opportunity to experience the new product and gain insight into the manufacturing operations supporting the company’s growing portfolio.

 

Speaking during the programme, Ekuma Eze, Head of Corporate Affairs and Sustainability at Rite Foods Limited, said the introduction of LIDA Malt reflects the company’s continued commitment to product development, quality and responding to evolving consumer expectations.

 

He noted that Rite Foods’ innovation journey is reflected 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.

 

“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, the company connects its brands with consumers through 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 in partnership with RecyclePoints, encourage plastic-waste recovery by linking recycling with economic value.

 

During the factory tour, Eze also highlighted the role of energy management in the company’s long-term business strategy, noting that the integration of cleaner energy sources supports operational efficiency, sustainability and business continuity.

 

“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.

 

According to Eze, approximately 95 per cent of the company’s energy consumption is derived from natural gas and solar power, while diesel accounts for the remaining five per cent.

 

Toyin Nnodi, Head of Marketing at Rite Foods Limited, said the thinking behind LIDA Malt was to develop a brand that places consumers and their everyday experiences at the centre of its proposition.

 

“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 introduction of LIDA Malt represents an opportunity to extend the company’s understanding of consumer needs into another beverage category while building a brand with a clear and relatable proposition.

 

“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 another locally manufactured beverage to Rite Foods’ expanding portfolio. The company also produces Rite Spicy Beef, Bigi Beef and Bigi Flex Sausages, further demonstrating its presence across multiple food and beverage categories.

 

With the introduction of LIDA Malt Classic, Rite Foods continues to build on its approach to innovation through product diversification, consumer-focused brand development, manufacturing capability and operational efficiency. The launch reinforces the company’s commitment to expanding consumer choice with quality products that respond to market expectations and bring greater relevance to everyday occasions.