Encomium
Nigerian noodles market, the 12th largest in the world has witnessed another boom with the launch of Doyin Instant Noodles recently. The new premium brand noodles is from the stable of one of Nigeria’s indigenous conglomerates, Doyin Investment Limited.
According to the Chairman/CEO of Doyin Group, Prince Samuel Adedoyin, who spoke through the company’s Finance Controller, Mr. Stephen Daramola, “We looked into the market and the consumption pattern of all classes of Nigerians in the area of foods, we realized the opportunity in instant noodles as food item that is generally consumed by all classes of people. We value the health of our consumers, so we developed our instant noodle products to be rich in vitamins, carbohydrate and other nutritional values that will make our products to stand out”.
Speaking on the launch of Doyin Instant which comes in Chicken Flavour, the company’s Marketing Manager, Mr. Biodun Awoyemi noted that the newly launched product is a product of thorough research and consumer dynamics in Nigeria’s fast moving consumer goods (FMCG) sub-sector. “Initially, the perception in the market is that there is a ceiling in terms of taste of noodles. But, here we have been able to research into the noodles market and we discovered that if the noodles is delicious and its aroma is a bit stronger, the product comes out better,” he rationalized.
woyemi added that, Doyin Instant Noodles, which comes in 100g is manufactured to global quality standard for food products and spiced with the unique chicken flavour, is different from others. “We are therefore introducing Doyin Instant Noodles, starting with 100gm sachets. The product can stand out with its unique, inviting, appealing and strong aroma. Apart from that, we have ensured that it does not match or stick and it is delicious. It is produced in terms of taste for class A, but positioned for the mass market. Its exotic spices are blended in a way to give the noodle a mouth watering goodness which people are asking for,”
The company’s Senior Head of Sale, Mr. Duru Nnamdi, observed that with the introduction of premium quality Doyin Instant Noodles to the market, Noodles market will never be the same again. “In the last one month, our distributors have expressed delights on the new product. In terms of quality content and the packaging, Doyin Noodles holds the ace. It is packaged in a colourful red and yellow outer carton, containing forty sachets of 100gm. The pack can compete well with others on market shelf,” Duru said.
In the next one year, the company is poised to occupy between 25 percent and 35 percent share of the noodles market.
