Developed in the 1960’s, malt drinks were originally used by the Nigerian Army as a dietary supplement, to re-energise the troops. Afrimalt sales will spread across Africa and the Caribbean through the coming decades, launched on the 1st of October 2010 to commemorate the golden jubilee of Nigeria’s independence from the United Kingdom.
The mass migration of Afro-Caribbean people to the UK during the 1950’s and 1960’s (the ‘Windrush Generation’, who came to the UK to help fill Britain’s post-war labour requirements), and the resulting population growth during the 1970’s as they settled and started families, led to Afrimalt becoming an integral part of the Afro-Caribbean diet. Traditional Caribbean fruit and vegetables were often expensive and hard to find, and Afrimaltprovided a cheap and large source of B-Vitamins and nutrition.
Malt is loved by Afro-Caribbeans from all generations – mothers often give it to their children from the age of 7 or 8, thus ensuring a natural development of new consumers. Many people talk about how when they were growing up, “malt was ALWAYS in the fridge”. It is consumed for a number of reasons, including the reason that it gives older Afro-Carribeans a feeling of a product from the place they were born. Furthermore, Afrimalt can almost always be found at an Afro-Caribbean party!
Afrimalt is enjoyed by consumers of all ages at both big religious festivals like Easter, Eid and Christmas, community and family events and for every day general consumption. Social media has been embraced by Afrimalt to allow us to develop an even closer connection with our consumers, who continue to provide valuable feedback on the brand that they know and love.