Raha Premium Named Superbrand for Second Consecutive Time as Joy Millers Unveils New Uji Range

Raha Premium officials, including the Chair, Vice Chair and COO, receive the Superbrands award after the company was named a Superbrand for the second consecutive time.

By: Gladys Karuga

Raha Premium has been recognised as a Superbrand in East Africa for the second consecutive time, earning the prestigious recognition for the 2026–2028 period, as Joy Millers Limited continues to expand its operations, product portfolio and reach in both local and international markets.

The recognition was celebrated on Wednesday, September 16, 2026, during an event that brought together Joy Millers officials, partners, distributors, consumers and other stakeholders to celebrate the company's latest milestone.

The event featured several activities, including the official presentation of the Superbrands recognition, a cooking competition, entertainment and consumer engagement activities, as well as a community-giving initiative.

A major highlight of the event was also the announcement of the company's new Raha Uji range, following what the company said has been growing demand from consumers.

Raha Premium has been listed among the brands recognised under the Superbrands East Africa programme. 

Speaking during the event, Joy Millers Chief Operating Officer Maureen Muthoni Chomba said the company was humbled to receive the recognition for the second time in a row, particularly because of the consumer-led process behind the award.

“We are truly pleased and we are really humbled to be recognised for a second time, the second time in a row as an award-winning super brand through a process that is very independent, consumer-led, and without bias.”

Maureen said Joy Millers was first recognised as a Superbrand in 2024 and had undergone significant transformation over the past two years.

She explained that in 2024, the company's wheat flour and animal feeds operations were under Joy Millers Limited, but the two operations were later separated, with Joy Max Feeds Limited established as an independent company with a modern plant.

The new facility, she said, has enabled the company to expand its animal nutrition range and introduce new products in response to farmers' needs.

Another major area of growth has been wheat flour production.

According to Maureen, Joy Millers was producing approximately 100 tonnes of wheat flour per day in 2024 before commissioning a highly advanced milling line with a capacity of 400 tonnes per day in May 2025.

She said another wheat flour plant is currently under construction and is expected to bring the company's total wheat flour production capacity to 1,200 tonnes per day by early 2027.

When combined with its existing maize flour capacity, Joy Millers expects to have a total flour production capacity of approximately 2,400 tonnes per day.

The company has also expanded its market reach beyond Kenya, with its products now reaching countries including the United Arab Emirates, Qatar, Saudi Arabia, the United States, the United Kingdom, Australia and Canada, according to Maureen.

She described the expansion as a proud moment for a brand that started in Kirinyaga and is now finding its place in international markets.

The company is chaired by Julius Chomba, who founded Joy Millers and has overseen its development from a local milling operation into a major indigenous flour manufacturing business.

Chomba has previously described the company as an indigenous business built around creating opportunities and producing quality food products for consumers.

The event also marked the introduction of a new Raha Uji category after consumers repeatedly asked the company to expand into the Uji market.

Maureen announced that the wait was finally over, saying the new products would begin entering the market this month.

“Our consumers celebrated our progress, yes, but they also asked us a simple question. When will you bring us Raha uji? I am happy to say that the wait is finally over. So this month, we are introducing the Raha uji category to the market.”

The company said the initial Raha uji range will include Raha Pure Wimbi uji, Raha Sour uji  Raha Toto uji and Raha Family uji.

The move expands Joy Millers' product portfolio and responds to consumer demand for additional Raha-branded flour products.

Maureen said the company views the Superbrands recognition as an endorsement from consumers who continue to choose Raha Premium despite the large number of competing brands in the market.

“A Superbrand endorsement to us is the voice of the consumer, saying in a market with many brands and many choices, Raha Premium continues to stand out for quality and trust.”

She said the recognition also represented the confidence of distributors, farmers and international customers who continue to engage with the Raha brand.

The COO thanked consumers for making Raha Premium a household name and for continuing to challenge the company to develop new products.

“You asked, we listened, we have delivered.”

Beyond the award celebrations and product announcements, the event also highlighted Joy Millers' commitment to giving back to society.

One of the day's activities saw a woman living with disability gifted several walking chairs, an initiative that formed part of the company's efforts to support members of the community.

The gesture added a social-impact dimension to an event that largely celebrated the company's business growth and recognition.

The celebrations also featured a Raha Premium cooking competition, where participants showcased their cooking skills using the company's products.

The competition provided an opportunity for consumers and guests to interact with the Raha Premium brand beyond its products on supermarket shelves.

The latest Superbrands recognition therefore comes at a time when Joy Millers is expanding production capacity, entering new markets, launching additional products and strengthening its engagement with consumers.

For Raha Premium, the 2026–2028 Superbrands recognition marks the brand's second consecutive recognition and comes alongside the launch of the new Uji range and a day of consumer engagement and community activities.