Kenyan DPL Festive launches new Asili bread range
The loaf, marketed under the local Swahili name “Asili” to emphasize traditional taste and wholesome ingredients, is being promoted as a soft, everyday bread suitable for sandwiches, toast and quick meals, with the company highlighting quality and nutrition as core selling points.
KENYA – DPL Festive, a leading industrial bakery under the East African Extracts Group, has introduced its innovative Asili Bread line, featuring the standout unsliced “Boflo” variant, designed for health-conscious Kenyan consumers.
Launched amid rising demand for nutritious staples, the wholesome white bread emphasizes low sugar, low salt, and extended freshness, aligning with national health initiatives promoting reduced sodium intake.
The Asili range is currently marketed as “NEW” on the official DPL Festive website. It includes four distinct options: Asili White Bread and Asili Brown Bread, both sliced and “Boflo” unsliced versions.
Available nationwide in supermarkets like Naivas, the product expands DPL’s portfolio of daily fresh loaves, buns, cakes, and tortillas.
The Asili White Bread (Boflo), meaning “unsliced loaf” in Sheng slang, comes in 400g packs at approximately US$0.50 (KES 65) and offers a soft, nutritious option ideal for sandwiches or toast, without additives.
Marketed as “for every Kenyan family,” it builds on DPL’s legacy since 2000, including milestones such as the 2021 FestiZero zero-sugar bread and the 2024 healthier innovations.
Social media buzz highlights consumer preferences for Boflo versus sliced versions, with Facebook polls driving engagement: “Wewe unapenda Asili bread gani, boflo ama sliced?”
Early adopters praise its freshness and balanced nutrition, positioning it against competitors in Kenya’s US$250 million bread market, which is growing 6% annually.
DPL Festive’s state-of-the-art Thika facility, with four automated bread lines commissioned since 2009, enables daily production surges to meet urban demand.
The Asili range responds to post-pandemic trends favouring low-sugar products, and it holds FSSC 22000 and ISO certifications, making it East Africa’s first.
Company executives tout it as a step toward sustainable baking, using quality local ingredients and eco-friendly packaging made with wax paper.
This launch reinforces DPL’s market leadership, capturing 25% share in sliced bread while venturing into premium health segments.
As Kenya battles lifestyle diseases, such innovations bridge tradition and wellness, ensuring fresh, affordable nutrition.
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