Firm unveils breakfast cereal

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Our Reporter

 

PROMASIDOR Nigeria Limited has introduced a new cereal product fortified with cocoa, Sunvita Choco Crunch, which fits the ready-to-eat (RTE) and require preparation (RP) categories.

With a combination of lower price point, 80 per cent local content composition and inclusion of NUTRI-V, a blend of seven micronutrients, the company seems poised to shrug off competition in the retail market segment and grab a front in the Southeast and Southwest, the regions which account for over 70 per cent of Nigeria’s cereal demand.

Managing Director Anders Einarsson said the company’s entrance into the cereal market was informed by the nutritional imbalance in the array of available products, and the opportunity to address the challenge with local content development.

During the product launch at the weekend, Einarsson said: “It has taken the firm two years to come up with a well-wrought plan for sustainable local supply system, especially in the sourcing of key ingredients, including cocoa, maize and soya.

“After spending the first six years to establish itself as a relevant diary enterprise in the country, the subsidiary of South Africa-based Promasidor Holdings is now looking to drive a significant portfolio in the beverage based products with initiatives, such as Sunvita Choco Crunch.

“It has taken us two years to finetune our local supply system and our fantastic research and marketing team have worked hard to ensure we have a product that has a phenomenal nutritional portfolio, and comes with a fantastic local composition. We will significantly increase local content agenda.”