Java Foods first product was a fortified instant noodle brand – eeZee Noodles. The rationale around starting with a noodle brand was to take advantage of (i) Government position to have more Zambian products in formal retail (ii) changing demographics and consumption patterns (Rapid urbanization and improving incomes in urban areas was leading to increased demand for easy-to-prepare convenience products) and (iii) with busier lives, Java Foods knew people were looking for convenient, affordable food options and (iv) wheat yields in Zambia were increasing on an YOY basis but wheat flour was only being used for bread and confectionary (and saw Java Foods saw the space to create another product using locally grown wheat).
Because of the lack of information on market size & product acceptability, Java Foods decided to enter into a contract packaging agreement with a leading manufacturer in Asia who would manufacture fortified noodles under the eeZee Noodles brand name. The business concept was to grow the brand and demand for the product through an import model prior to local production. Java Foods imported noodles for 6 years before it decided to bring production of instant noodles to Zambia.
Java Foods now also manufactures Supa Cereal, a fortified instant porridge made from maize and soya beans sourced from local farmers. Java Foods has also recently introduced Premium Spices and Seasonings to the Zambian market (under the brand names Maharaja Premium Spices (curry powders and pastes) and eeZee Beef & Chicken Mix (similar to a mchuzi (stew) mix).