Aba, Abia State, recently became the centre of commercial excitement as Ultimum Limited officially launched its Razzl brand into the South-East and South-South markets of Nigeria. The vibrant launch event marked a major step in the company’s regional expansion strategy and underscored its commitment to creating business opportunities for trade partners and delivering innovative experiences to consumers.
The launch drew a diverse crowd of stakeholders, including major distributors, wholesalers, and retailers, all eager to experience Razzl firsthand. The event was a colorful showcase of the brand’s personality, featuring music, entertainment, interactive displays, and detailed product information designed to engage attendees and highlight Razzl’s bold and energetic identity.
Speaking at the event, Managing Director of Ultimum Limited, Austin Ufomba, said the company’s decision to debut in Aba was deliberate, according to a statement from the firm on Wednesday.
“Our move into Aba is a strategic step to be closer to our consumers and trade partners,” Ufomba stated. “This region’s entrepreneurial drive and commercial strength make it a natural home for Razzl. We’re not just producing here; we’re investing in jobs, empowering local suppliers, and giving consumers a soft drink brand that delivers bold flavors and exciting experiences.”
The launch was met with positive reactions from stakeholders. Emeka Okafor, a leading wholesaler from the bustling Ariaria Market, praised the initiative.
“What we have seen today with Razzl is a brand that understands us,” Okafor said. “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 our operations.”
The Aba launch is the first phase of a broader regional rollout. Ultimum Limited has confirmed that similar events are planned for other commercial hubs, including Port Harcourt, Asaba, and Enugu in the coming weeks. These follow-up events are aimed at deepening the brand’s connections with local consumers and reinforcing Razzl’s ambition to become the carbonated soft drink of choice across Nigeria’s South-East and South-South regions.
According to company officials, the strategy behind Razzl is not only about market expansion but also community empowerment. By sourcing locally and creating employment opportunities, Ultimum Limited aims to strengthen the regional economy while simultaneously introducing a product that resonates with the tastes and lifestyles of its target market.
The launch also emphasised engagement and education. Interactive displays allowed attendees to learn more about the brand’s product line, production processes, and quality standards. Music, games, and entertainment further amplified the celebratory atmosphere, creating an experience that underscored Razzl’s youthful and vibrant brand identity.
As Ultimum Limited continues its rollout, the company plans to sustain consumer excitement through promotional campaigns, consistent product supply, and active engagement with trade partners. The initiative highlights the company’s long-term vision of becoming a leading player in Nigeria’s soft drink market while contributing meaningfully to regional economic growth and development.
With its bold flavors, dynamic marketing approach, and strategic regional presence, Razzl is poised to make a lasting impact on consumers and trade partners alike, signaling a new era of innovation and opportunity in Nigeria’s beverage industry.
