Kenya’s bread market has seen notable transformations, driven by rising consumer demand, fluctuating wheat prices, and evolving tastes, with new players regularly entering the scene.
One undeniable trait of Kenyans is their deep devotion to bread. Despite economic hardships, it remains a breakfast staple, consistently gracing tables alongside various morning dishes.
The Kenyan government frequently encounters intense public outrage when trying to impose taxes on this cherished commodity, as seen in the nationwide protests triggered by tax proposals in the widely opposed Finance Bill 2024.
A recent survey by Sagaci Research revealed that Kenyan consumers favor the 400g bread size more than any other size variation.
When it comes to preferred purchasing channels, Kenyan bread consumers have distinct habits, with 54 per cent opting for kiosks due to convenience, while 43 per cent choose to buy bread in supermarkets.
A Statista report revealed that Kenyans primarily choose three major bread brands: Supa Loaf, Festive, and Broadways, which have emerged as the top three most popular brands in the country.
Supa Loaf
Supa Loaf is a brand under Mini-Bakeries Limited, a family-owned business founded in 1970 by Nurzakhanu Akberali Manji and her husband, Akberali Manji. Their first bakery was established in Port Reitz, Mombasa.
Supa Loaf began as a small, home-based bakery and steadily grew, optimizing its operations to effectively compete with larger companies.
Nurzakhanu and her three sons were instrumental in transforming the business from a small household bakery into a multi-billion-shilling family empire.
Festive Bread
The Festive brand is produced by DPL Festive LTD, which was founded in 2000 in Nairobi. Dipesh Shah has served as the CEO since the company’s inception.
The Festive brand has become a household favorite by expanding beyond bread to include a range of pastry products such as buns, muffins, and an assortment of cakes, including ring and pound cakes.
Broadways Bread
Broadways has endured since its inception in 1958 as a small bakery in Thika town, Kiambu County. It was founded by the late Sobhagchand Shah and Ratilal Shah, two brothers who established the business before Kenya gained independence.
The company, which produces the Broadways and New Seneta brands, has grown from a one-deck oven bakery to one of Kenya’s leading bakeries.
The family marked their 100-year anniversary of business in Thika in 2012. In response to rising demand, Broadways established a distribution center in Eldoret in 2014, expanding its reach to customers in Western Kenya.
Kingsmil bread
The Kingsmill bread brand in Kenya is manufactured by Kenafric Bakeries LTD, where Keval Shah serves as part owner and CEO. International retailer Carrefour also notes that Associated British Foods LTD is involved in the Kingsmill bread production.
BB bread
Bakemark LTD produces the BB bread brand in Kenya. Established in June 2016 in Nairobi, the company named BB bread after the initials of its founders, Bakor and Badru.
Other popular bread brands in Kenya include Kenblest, Loafa, and Selecta, along with supermarket brands like Quickmart, Cleanshelf, and Naivas.
