Super Loaf is among the popular brands of bread in Kenya and Eat Africa. The history of this brand dates back to 1970 when Nurzakhanu Akberali Manji, together with her husband Akberali Habib Manji, ventured into baking.
After selling baked products from home, they managed to get a business license in 1970 to operate the first proper bakery in Port Reitz, Mombasa.
In 1972, the couple established Mibisco Limited in Kenya 1972 to produce a high-quality range of pastries and confectioneries.
The family incorporated Mini Bakeries Limited in 1983 due to the constant expansion of bakeries throughout the years and moving from numerous products to bread.
This flagship company of the group has become East Africa’s biggest bread manufacturer.
At a very young age, her 3 sons joined her in the business, and since then, they have all worked together to transform the small household bakery into a conglomerate.
Campaign & Marketing
Super Loaf became the first bakery to market its wares with a combo pack known as ‘Supa Bandika’, in a partnership with Unilever back in 2001.
The Company also partnered with Nescafe to run one of the most successful marketing campaigns in Kenya in 2011.
It’s popular tagline ‘Never say bread, say Supa loaf’, which featured in this campaign, still rings in the minds of some consumers.
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Super Loaf Branches & Brands
In 2018, Mini Bakeries opened its 50th Branch in Naivasha, Kenya.
The Company currently produces several other brands, including Butter Toast, Super Tam, Super Healthy and Golden Barrel Bread.
Super Loaf brands can be found in over 20,000 shops and kiosks countrywide.
It has four shops in the Nairobi region in Kangundo Road, Eastleigh, City Park and South B.
It’s pastry shops in the Coast region include Majengo, Tic Tac, Likoni, Leisure, Watamu, Malindi, Malindi 2 and Barani.
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Employment Opportunities
The Company offers direct employment to over 2,500 employees and indirect employment to over 2,000 others.
Its bakeries produce over 2 billion slices of bread every year.
It has been voted East Africa’s Choice super brand for years consecutively since 2006.
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