4 January 2013

Nigeria: Energen Nutritious Cereal Enters Market

Brands in the Nigerian cereal market will in the New Year witness stiff competition as a leading Indonesian FMCG company, PT Mayora Indah Tbk, has launched a new brand of nutritious cereal - Energen, into the market.

Marketed in Nigeria by Inbisco Nigeria Limited, Energen Nutritious Cereal, was said to be a rich blend of cereal and milk made from a selection of high quality cereals (oat based) with strong combination of fibre, fortified with vitamins and calcium.

Speaking at the launch of the new product which the producers say is not just a meal for the breakfast table alone, Country Manager, Inbisco Nigeria Limited, Mr. Emeka Ajoiyi, noted that the product is the company's flagship brand and will be playing in the cereal category of the market.

With high consciousness for healthy living, Ajoiyi noted that Energen nutritious cereal contains fibre, no cholesterol, and enriched with eight Vitamin and minerals - A, B1, B2, B6, B9, B12, D, E, and Calcium.

He also stated that the new offering has recorded successful experiences with over 90 per cent of the Indonesian cereal market and good market share in other Asian countries such as Singapore, Philippines and Vietnam, and has no doubt it will accomplish the same success story in Nigeria, South Africa and Kenya where it recently expanded to.

Available in two different variants of vanilla and chocolate, which comes in a roll of 10 packs of either 30g or 50g, to be sold for N30 and N50 respectively, the Inbisco Country Manager said is the one cereal product which provides the adult consumers the opportunity to eat without "guilt" as it has low salinity and is without cholesterol whilst also containing all the nutrients needed for healthy children growth.

"Easy to digest and in a handy pack Energen can be taken both at breakfast and any time of the day and does not require the addition of extra sugar or milk, giving consumers value for their money", he noted.

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