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Ultimum Limited, a beverage manufacturer, has moved to strengthen its position in Nigeria’s competitive soft drinks market with the relaunch of its 60cl Razzl soft drink, branded Razzl-Boss, as the company expands production capacity and deepens its market reach.
The relaunch follows the commissioning of the company’s production facility earlier this year, with the factory now fully operational. According to the company, the investment is expected to improve its production capacity and enhance its ability to meet growing consumer demand while supporting its expansion across the Nigerian market. The upgraded 60cl bottle is being introduced at a retail price of N400, offering consumers 20 per cent additional value. The product is available in Cola, Orange and Lemon variants.
Ultimum said the relaunch forms part of its broader strategy to strengthen its operations and deliver greater value to consumers amid changing market conditions and increasing competition within the beverage industry.
Elizabeth Adesina, Head of Marketing, Ultimum Limited, said the company was focused on providing consumers with greater value while maintaining the quality and refreshment associated with the Razzl brand.
According to her, the 60cl pack is designed to give consumers more value at an accessible price point, while the different variants cater to diverse consumer preferences. She said, “Razzl 60cl is our way of giving consumers more value without asking them to compromise on the refreshment they enjoy. Consumers get 20 per cent extra value, with our Cola, Orange and Lemon variants offering something for different tastes and moods.” Adesina added that the relaunch was also intended to reinforce the brand’s connection with younger consumers and strengthen its presence in the increasingly competitive Nigerian soft drinks market.
The development comes at a time when manufacturers in the fast-moving consumer goods (FMCG) sector are seeking to expand production, improve operational efficiency and offer competitive pricing in response to rising input and operating costs.
For Ultimum, the commissioning of the new facility and the expansion of its product offering signal an effort to build production resilience while positioning the company to capture a larger share of Nigeria’s beverage market.
The company said Razzl-Boss would be distributed across the Nigerian market as part of its strategy to expand the brand’s footprint and make the product more accessible to consumers.
