7 December 2012

Nigeria: New Coffee Brand to Explore Retail Mkt

The entry of new coffee brand into the Nigerian coffee market is set to spark-off a cold war in the coffee retail business in the FMCG sub-sector.

Analysts said the registration of Cofi Cofi by the National Agency for Food Drug Administration and Control (NAFDAC), may have introduced a new innovation into the market.

At a media launch of the product recently in Lagos, the Managing Director of Joennec Marketing Company Limited, Azu Anyanso, the sole franchisee of the product, said: "The manufacturer of Cofi Cofi product has also taken into consideration the importance of retail shelf merchandising and therefore packaged the product in special stand-up bags, in bright and attractive colours that make it to have 'eye catching' effect on the consumers."

The product, which was said to be caffeine-free comes in different variants - Cofi Cofi original: 3-in-1 coffee mix, fitness: 2-in-1 coffee mix, Choco Moccoa: 3-in-1 coffee mix, Irish cream: 3-in-1 coffee mix, and French vanilla: 3-in-1 coffee mix, are bagged in 18/20g sachets.

According to Manzoro Global, the manufacturer of the product, researches have shown that most coffee products are produced without considering the ages of consumers, and therefore contain ingredients not fit for all because there are some that cannot be consumed by teenagers and under aged, and this is what Coffi Cofi has come to correct.

The manufacturer disclosed that the product could be consumed by all without any negative side effect.

The Brand Director of the product, Stanley Egekwu, stated that the product was a unique concept that meets all strata of consumers.

"It is a coffee product without any negative side effect for all across ages, and the different flavours also meet the different taste of the consumers," he said.

The product is currently in the market through road shows/sampling, use of mobile trucks and appointed distributors

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