HipHop Snacks embraces the rich flavours of Uganda, transforming regional ingredients into beloved snacks whilst fostering community connections and supporting farmers. COO Deep Jobanputra reveals how the brand is expanding its reach both locally and globally.
A TASTE OF HERITAGE, HEART, AND SOUL
Often hailed as the ‘Pearl of Africa’, Uganda is a breathtaking country located in the eastern region of the continent.
Renowned for its spectacular landscapes, which range from lush rolling hills to serene lakes and majestic mountains, it also boasts a myriad of diverse wildlife. All this, woven with a rich cultural mosaic, makes Uganda a truly captivating nation.
Shaped by the traditions of more than 56 ethnic groups, its vibrant heritage is expressed through music, dance, and art as well as culinary dishes and strong community values.
One outstanding company that embodies the essence of this remarkable country is Globus Food Industries SMC Limited, whose brands include Fleetos and its flagship line, HipHop Snacks.
The latter was launched in 2021 and incorporates local flavours into its products, providing high-quality, affordable treats for the country and the surrounding region.
“We are deeply rooted in the authenticity of Ugandan culture,” introduces Deep Jobanputra, COO.
“We focus on transforming locally grown raw materials — including potatoes, corn, bananas, and cassava — into snacks that celebrate the flavours and heritage of Uganda.”
HipHop Snacks’ identity is intertwined with the country’s culture, celebrating Uganda’s heritage and palate through its offerings.
The country’s gastronomy is a vibrant tapestry of flavours and ingredients that reflects its diversity and agricultural abundance, varying by region, influenced by traditions and cooking methods, with cassava – a tuberous edible plant – a cornerstone of its cuisine.
Support from the Government of Uganda has established the company as a local brand with a global vision, alongside a state-of-the-art manufacturing facility that utilises advanced machinery to enhance efficiency, ensuring it is equipped to scale in response to growing demand.
Additionally, HipHop Snacks has been honoured with the gold award for the Best Snack Manufacturer and Brands at the Consumers Choice Awards for two consecutive years.
CELEBRATING UGANDA, CRAFTING SNACKS
Uganda is amongst the world’s largest producers of plantain, and HipHop Snacks views this as both a responsibility and an opportunity to enhance this national strength.
“By blending traditional Ugandan flavour profiles with modern snack trends, we craft products that connect both locally and internationally,” Jobanputra declares.
“As our brand grows, we are proud that this truly national identity has begun to reach global markets. Today, we export our banana and cassava crisps to the UK – allowing us to showcase Uganda’s natural ingredients and rich food culture on an international stage.”
This achievement not only highlights HipHop Snack’s dedication to quality but also emphasises its mission to share the essence of the country’s culinary heritage with the world.
“Every packet that leaves our factory represents the best of what Uganda has to offer, crafted with care, pride, and purpose,” he expresses.
Furthermore, HipHop Snacks has implemented specific initiatives and programmes to support and uplift the farmers it collaborates with.
“We believe a strong brand is built on a strong value chain, and that begins with the farmers. Our company works directly with farming communities, offering access to modern techniques, training programmes to improve yields and quality, support in adopting cost-efficient and sustainable methods, and reliable offtake agreements that guarantee stable income.
“By empowering them with the right tools and knowledge, we create a healthier ecosystem that benefits everyone – the farmer, factory, and ultimately, the consumer,” Jobanputra impassions.
“Every packet that leaves our factory represents the best of what Uganda has to offer, crafted with care, pride, and purpose”
Deep Jobanputra, COO, HipHop Snacks
CULTIVATING JOY
Working to symbolise happiness through its products, HipHop Snacks is employing unique marketing strategies to position itself as a household name in Uganda.
“Happiness, for us, comes from trust, consistency, and reliability. We produce our snacks in carefully curated batches, ensuring that every packet – whether it’s sold in the capital city of Kampala or a rural town – delivers the same warmth, comfort, and taste.
“Whilst we haven’t relied heavily on aggressive advertising, our strongest marketing tool has been consistent quality. Customers know exactly what to expect from HipHop Snacks, and that dependability has evolved into loyalty,” notes Jobanputra.
This organic word-of-mouth growth has evidently been more powerful than any billboard or TV campaign.
“Our strategy is simple but effective: be real, deliver quality, and stay consistent. That’s what makes a brand become a household name.”
Equally, the Buy Uganda, Build Uganda (BUBU) initiative has been advantageous to HipHop Snacks’ increasing popularity and significantly contributed to the growth and success of the country’s agro-processing industry.
BUBU is a catalyst for fundamental transformation, and with the government shining a spotlight on local manufacturing, the agro-processing industry has gained new momentum and confidence.
Local producers now have more substantial incentives to invest in nearby sourcing, innovation, and product development.
“We’ve seen a noticeable shift in demand for high-quality Ugandan-made products, and that is encouraging companies like ours to invest in better technology, bigger capacity, and greater research into new product lines.
“The industry is evolving fast, and BUBU has played a powerful role in driving that progress,” Jobanputra observes.
“Community is the foundation of everything we do. Our company operates the way it does because of the people around it, and we are committed to giving back in ways that create long-term impact”
Deep Jobanputra, COO, HipHop Snacks
SAVOURING INNOVATION FOR A FLAVOURFUL FUTURE
HipHop Snacks has a plethora of interesting developments on the horizon, including innovations and new offerings.
“The next year will mark a period of exciting expansion for us. We are developing several new products with bold flavour profiles, refined packaging, and a stronger shelf presence,” Jobanputra shares.
Innovation is an ongoing commitment for the company. As such, customers can expect new lines, designs, and formats that meet both local demand and international standards, with a long-term vision to grow HipHop Snacks into one of East Africa’s most loved snack brands – driven by excellence, consistency, and creativity.
“We want to express our sincere appreciation to our customers who continually choose quality. Our growth has been largely powered by positive word-of-mouth, and we are deeply grateful for the trust people have placed in us.
“Even without heavy advertising, the demand for our products continues to rise because consumers genuinely believe in what we offer. Their support motivates us to innovate, expand, and represent Uganda with pride,” he earnestly voices.
However, HipHop Snacks’ mission extends beyond snack production; it aims to cultivate pride and shared growth within the communities it serves, playing a crucial role in fostering a sense of togetherness.
“Community is the foundation of everything we do. Our company operates the way it does because of the people around it, and we are committed to giving back in ways that create long-term impact.
“We are intentional about hiring locally and building a workforce that grows alongside the brand. Our plans include deeper involvement in education initiatives, local employment programmes, and youth empowerment,” Jobanputra proudly concludes.
As it continues to innovate and uphold the rich culinary traditions of Uganda, HipHop Snacks is devoted to delighting consumers further, both locally and globally, ensuring that every bite is a celebration of heritage, quality, and community.
