Maltina has introduced a refreshed brand identity as Nigeria’s longstanding malt beverage marks 50 years in the market, updating its packaging while retaining the taste and nutritional positioning familiar to consumers.
Updated packaging for a 50-year-old brand
The redesign gives Maltina a more modern appearance across its returnable glass bottles, cans and PET formats. The company said the overhaul is intended to recognise the brand’s five decades of nourishment while ensuring it remains relevant to contemporary consumers.
- The brand’s distinctive orange colour has been intensified.
- Stronger gold detailing is intended to provide a more recognisable and premium on-shelf presence.
- New visual features include a gold crown cork, brighter sunrays and a larger golden barley symbol.
- The pack also carries a more visible calcium coin and a “Since 1976” heritage label.
While the exterior has changed, Maltina said its product formulation and the nourishing taste associated with the drink have not been altered.
Nutritional positioning remains unchanged
Maltina continues to be fortified with calcium, with a 33cl bottle said to provide the equivalent of half a glass of milk. The non-alcoholic drink is endorsed by the Nutrition Society of Nigeria as a product rich in Vitamin A.
Sarah Agha, Marketing Director at Nigerian Breweries Plc, said the rebrand reflects the company’s effort to develop a well-known Nigerian product without departing from its established proposition.
“For five decades, Maltina has developed alongside successive generations of Nigerians,” Agha said. “The new identity represents the next stage for a widely loved brand, keeping it current, relevant and close to today’s consumers while maintaining the nourishing flavour they recognise and trust.”
Consumer campaign invites first impressions
Rather than prescribe how shoppers should interpret the redesign, Maltina is launching its “What’s Your Word?” campaign, asking Nigerians to view the new packs and express their first reaction in a single word.
The initiative will run across media channels, retail outlets and consumer-focused experiences. It forms part of a broader effort to involve customers in the next phase of a brand that has featured in Nigerian households for generations.
“This relaunch goes beyond changing the packaging,” Agha said. “It invites Nigerians to contribute to the next chapter of a brand that has been in their lives for 50 years. We are eager to hear the words inspired by the new Maltina.”
Nationwide rollout across retail and hospitality venues
Consumers will begin seeing the redesigned Maltina products in shops, restaurants, bars and markets. The rollout will be backed by national advertising, trade-focused launches and immersive consumer activations intended to introduce the new appearance and encourage trial.
- Refreshed packs will be distributed through stores, markets and hospitality locations.
- A nationwide media campaign will support the packaging transition.
- Trade launches and consumer activations will give customers opportunities to engage with the redesign.
- Consumers are being asked to experience the new Maltina and share what they see through the “What’s Your Word?” campaign at maltina.nbplc.com.
Maltina is a non-alcoholic malt drink produced by Nigerian Breweries Plc. Over the past 50 years, it has positioned itself as part of everyday occasions in Nigerian homes, linking nourishment with happiness and shared experiences across generations.
