A lap round the triangle of Lagos, Abuja and Port Harcourt within two weeks in August was the high impact manner in which leading dairy and beverages firm Nutricima Limited launched its new Yo Classic Yoghurt to the trade and media.
The launch train took off in Lagos on August 8. Present were key members of the health, brands and marketing press corps as well as a Council Member of the Nutrition Society of Nigeria, Dr. Bartholomew Brai and fitness expert Dr. (Mrs) Bisi Abiola. Television presenter and humourist Tee A served as compere.
Bright lights followed the unveiling of the new product by Drs. Brai and Abiola assisted by Nutricima Head of Marketing Wande Oluwasegunfunmi, an elated host, as well as PZ Cussons Corporate Affairs Director Yomi Ifaturoti.
Yo Classic is a natural flavour variant of the popular Yo! range of yoghurts produced by Nutricima from its ultra-modern factory in Ikorodu, Lagos. Yo! Classic is a life style product aimed at health conscious consumers who care about what they ingest and seek to maintain trendy choices.
According to Nutricima Head of Marketing, Mrs. Wande Oluwasegunfunmi, Yo! Classic Yoghurt is “a careful combination of nature and nutrition science prepared to the most exacting standards in the Nutricima tradition and now delivered with love to our consumers and partners”.
Oluwasegunfunmi stated, “The essence of the Yo brand is to provide products that support the health and general wellness of its teeming consumers in a fun and exciting way. It is targeted at males and females between the ages 20-45 years, people who are literate and seek to maintain a healthy lifestyle.”
Mrs. Oluwasegunfunmi averred that Nutricima’s investment in new products was an indication of its confidence in the Nigerian economy. She stated that Nutricima had also commenced uptake of fresh milk from the Shonga Farms in Kwara State, reflecting its willingness to support local agriculture.
At the Yaradua Centre, Abuja on August 14, Yo Classic Yoghurt earned Nutricima plaudits from the Presidency and from the National Agency for Food and Drug Administration and Control. NAFDAC Director General Paul Orhii sent Assistant Director Mr. Abdulsalam Ozigis who unveiled the product to the trade and Abuja media.
Also present was Mr. Emeka Onwuachu, Special Assistant to the President on Research. Onwuachu commended Nutricima for its commitment to research and development and effort in bringing out new products into the economy at this critical period. He urged everyone present to have faith in Nigeria and its current leadership assuring that positive developments are ahead.
General Manager of Garden City FM 89.9 Mr. Dagogo Ezekiel-Hart formally introduced Yo Classic Yoghurt to the trade and the media at the Beverly Hills Hotel, GRA Phase 2 Port Harcourt on Friday, August 17, 2012. The boss of the current rave in broadcasting in Port Harcourt said he identified with the new brand as it seeks to lead its market segment.
Earlier in Lagos, Nutricima Sales Director Bola Arotiowa had urged the trade to collaborate with the company as it seeks leadership of the ready to drink Yoghurt market. He estimates the category to be worth N20b. Fragmentation occurs in the market due to production by cottage firms lacking modern marketing practices in packaging and promotion.
Key players in modern branded offering of Yoghurt include FrieslandCampina Wamco, Nutricima Limited, and Chi Nigeria Limited. There are also offers from major farms such as Maizube, and the Kwara based Shonga Farms.
Nutricima introduced Yo yoghurt brand in 2009 and added a Tetrapak offering in 2010. The Head of Marketing said the unflavoured variant, Yo Classic, seeks to meet the needs of increasingly health conscious and aware consumers. “The product is packed with live cultures which promote general digestive health and helps to keep your immunity intact. In addition to its natural taste and feel, it is packed with calcium and other vitamins for general body wellness”.
Nutricima Limited commenced business in Nigeria in 2005 with manufacturing facilities in Ikorodu, Lagos. It produces and markets high quality nutritious dairy and non-dairy beverages like Nunu, Coast and Olympic milk, Bliss ice teas and fruit milks and Yo! yoghurt drinks. Nutricima Limited is a PZ Cussons company.
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