Developed in the 1960’s, Supermalt & malt drinks were originally used by the Nigerian Army as a dietary supplement, to re-energise the troops. Supermalt sales spread across Africa and the Caribbean throughout the decade, arriving in the UK in 1978.
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 Supermalt becoming an integral part of the Afro-Caribbean diet. Traditional Caribbean fruit and vegetables were often expensive and hard to find, and Supermalt provided a cheap source of B-Vitamins and nutrition.
Supermalt 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, “Supermalt 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, Supermalt can almost always be found at an Afro-Caribbean party! The packaging has changed little over the years, as consumers tell us they love the heritage of the product and don’t want ‘their drink’ to change.
Bringing Supermalt into the present day the drink is still enjoyed by consumers of all ages at both big religious festivals like Easter and Christmas, community and family events and for every day general consumption. Social media has been embraced by Supermalt 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.
The Old Truman Brewery, 91 Brick Lane, London, E1 6QL
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