For Rite Foods Limited, the introduction of LIDA Malt is another chapter in a business story that began far from the beverage aisle with photography.

The company showcased its new non-alcoholic malt beverage at the Rite Foods Limited Content Drivers’ Immersion 2026, held at the Rite Foods Academy in Ososa. The event brought together more than 50 journalists for an experience that went beyond a factory tour, tracing the company’s origins, product development and ambitions.

At the centre of the gathering was LIDA Malt, a vitamin-fortified addition to the company’s portfolio, presented with a simple promise: “made for you.”

For the journalists, the introduction was hands-on. Chilled packs were served with an invitation to “see it, touch it, feel it, taste it, experience it because it has been made for you.”

Explaining the thinking behind LIDA Malt, Toyin Nnodi, Head of Marketing, said the company wanted to develop another product that responded to the needs of hardworking Nigerians.

“We love Nigerians. Nigerians know how to hustle. We work hard, but we need to nourish ourselves to keep going. We have juice that nourishes the body for four years. Now we wanted another product that nourishes., So we went to the drawing board, worked on the recipe back and forth, and decided to come up with something unique and special.”

Her remarks placed the new malt within Rite Foods’ wider approach to product development: expanding its offering while giving consumers more choices.

Nnodi highlighted the variety within the company’s Bigi range, including Cola, Orange, Lemon and Lime, Apple, Tropical, Cherry Cola, Ginger Lemon and Tamarind. She described Tamarind as particularly popular in northern Nigeria and said the range had grown to 13 flavours.

She also recalled Fearless Energy Drink’s entry into a category associated with brands such as Red Bull, Power Horse and London Best. Its PET-bottle format, she explained, offered consumers another way to enjoy energy drinks on the go.

Fearless now comes in Classic and Red Berry variants, with PET bottles and cans forming part of its offering.

Sosa Fruit Drink followed, with flavours including Orange, Apple, Cranberry, Mixed Berries and Orange Passion Mango. According to Nnodi, work continues on additional flavours as the company seeks to broaden its appeal.

Henry Ohikhuai, Plant Manager described LIDA Malt as the latest member of that growing portfolio.

“We have seen several products from the Rite Foods family Bigi, Sosa, and today the new baby.”

The Photography Business Behind the Food Company

While the new malt drew attention, the immersion also offered a look at the history behind Rite Foods.

Ekuma Eze, Head of Corporate Communications, traced its roots to ESS-AY Holdings, founded in 1963, and the photography business that preceded its move into food and beverages.

“That group gave Nigeria PhotoTech the photo giant that controlled 75% of Nigeria’s photography market, pioneered colour printing, and once had 60 branches, more than some banks.”

For Eze, the transition was a story of adaptation. As digital photography changed the market, the business sought a different direction.

“When digital photography killed PhotoTech, we pivoted. We love good food,” Eze said.

That pivot began with sausages, not soft drinks. Eze recalled that Rite Foods entered a category with a long-established competitor and, within a few years, became a significant challenger.

The move into beverages brought another competitive test.

“Then came Bigi, nobody gave us a chance against the red and blue soft drink giants. Today, we are the company that gives them sleepless nights,” Eze said.

The statement captured the confidence behind a company that has built its identity around entering established categories and competing for consumer attention.

Nigerian Leadership, People and Long-Term Growth

Beyond products, Eze highlighted the principles the company says guide its operations: integrity, excellence, innovation and accountability.

Its stated vision centres on leadership in its chosen fields, growth, stability and an enduring legacy, while its mission emphasises creating value through a strong team.

Eze also pointed to leadership and employee welfare as important parts of the business.

“100% Nigerian leadership to prove Nigerians can create world-class products. Staff welfare is sacrosanct.”

He cited salary reviews and management’s commitment to employees as examples of that approach.

The company also highlighted its progress in the Top 50 Brands Nigeria ranking, reporting a rise from No. 50 in 2021 to No. 30 in 2022, No. 27 in 2024 and, most recently, No. 22.

For journalists at the immersion, these accounts provided context for the new product: a business presenting its latest launch alongside the decisions, people and reinventions that brought it there.

LIDA Malt now takes its place beside Bigi, Fearless and Sosa. Its introduction extends a portfolio built through a succession of moves into competitive markets and continues a journey that began with capturing photographs before turning to what Nigerians eat and drink.