The commercial hub of Aba recently buzzed with excitement as Ultimum Limited, officially launched its bold and exciting Razzl brand, Carbonated Soft Drinks into the South-East and South-South markets of Nigeria.
The recent vibrant trade launch signaled the company’s commitment to market expansion and creating new opportunities for partners and consumers across Nigeria.
At the event that drew a diverse crowd of stakeholders, from major distributors to wholesalers and retailers, all eager to experience the Razzl brand firsthand, witnessed a colourful showcase of the Razzl personality, brought to life with information, music, entertainment, and interactive displays.
The Managing Director, Ultimum Limited, Austin Ufomba disclosed that the Company’s move into Aba was a deliberate step to be closer to the consumers and trade partners alike.
L-R: Austin Ufomba, Managing Director, Ultimum Limited; Ex-Super Eagles National, Nwankwo Kanu; Kingsley Nwokocha, Honourable Commissioner for Trade and Commerce, Abia State; and Patrice Tchoupe, Commercial Strategy Director for Africa, Ultimum Limited at the official Trade launch of the Razzl brand into the South-East and South-South Region in Aba
According to him, the region’s entrepreneurial drive and commercial strength make it a natural home for the Razzl brand. “We’re not just producing here we are investing in jobs, empowering local suppliers, and giving consumers a soft drink brand that delivers bold flavours and exciting experiences”.
Speaking, a leading wholesaler, Emeka Okafor, from Ariaria Market, welcomed the move, stating that the launch of the Razzi brand showed that it is a brand that understands it’s consumers. “Their investment in Aba gives us confidence that supply will be steady and quality will be top-notch. For us, this is a partnership we welcome with open hands because it means more business and more growth for us”, he remarked.
Recall, that Ultimum Limited (UL), a subsidiary of Union Camerounaise de Brasseries (UCB), is a growing FMCG company in the beverage category, that started business operations in Nigeria in 2023, primarily serving the carbonated soft drink (CSD) market in Nigeria with the Razzl brand.
Razzl is produced in three main flavours, Cola, Orange, and Lemon, and in two pack sizes of 40cl PET and 60cl PET. The brand also produces Razzl Pamplemousse (Grapefruit flavoured CSD with 8% fruit juice) in 40cl PET.
The Aba launch is the first of a wider regional rollout, As Ultimum Limited has confirmed similar events are planned for other commercial hubs, including Port Harcourt, Asaba, and Enugu, over the next few weeks, to deepen connections and reinforce the brand’s goal of becoming the carbonated soft drink of choice across the region.
It is believed that at Ultimum Limited, they focus on the bigger picture, constantly observing the Nigerian people and the categories in which they operate, because true, lasting innovation does not happen overnight. “We believe committing to this business approach will guarantee real success and help us to survive the pressures of external factors that are crippling the beverage industry”.
