DAIRY

Africa is fighting back against vitamin and mineral deficiencies

Micronutrient malnutrition is recognised as one of the most serious obstacles to human development and survival. Nowhere is this more evident than in sub-Saharan Africa. The good news, however, is that many countries have made significant progress in ensuring that women and children have access to essential vitamins and minerals to combat this “hidden hunger”.

Malnutrition is still a major underlying cause of child mortality in Africa, where one in five children will never live to see their fifth birthday. Older children’s bodies and minds are weakened by the lack of these vital “essentials”, holding back productivity and development. It is estimated that vitamin and mineral deficiencies are costing sub-Saharan economies more than $2.3 billion in lost productivity annually.

Bearing this in mind and determined to make a difference, Promasidor has made a strategic decision to enrich their dairy formulations with a range of vitamins and minerals. These micronutrients are required in very small amounts to allow normal metabolism, growth and physical well-being. Most are not made in the body so they must be obtained in the diet. Milk, a staple food and excellent source of protein and calcium, serves as an excellent carrier for these essential micronutrients.

On the family brands, Cowbell and Loya, we have added a specially formulated pre-mix of vitamins A, C, D, E and K. In Cowbell Chocolate milk, a similar vitamin pack has been added together with the important energy releasing B vitamins, as well as Magnesium and Iron. This complete cocoa beverage is predominantly consumer by 6-15 year olds. For this reason it has necessitated additional fortification, together with the ‘3 in 1’ cocoa + milk + sugar product delivery.

 

Vitarich rolls out across Africa

In keeping with our philosophy of continually improving our product offering and providing the best possible nutrition for the well-being of our consumers, Promasidor has developed the new Vitarich formulation.

The past few years, in fact, have seen some noticeable nutritional improvements to our Cowbell brand. The product, originally fortified with vitamins A and D, first went through a reformulation with the adding of the 28 most essential vitamins and minerals. We then took the extra step of boosting the key vitamins responsible for health and well-being, namely Vitamins A, C, D, E & K. The result was our new Cowbell Vitarich and Loay Forvita formulations.

In a nutshell, Vitamin A is essential for eyesight development and assists in the body’s immune function; Vitamin C fights infection, assists with wound healing and is necessary for iron absorption; Vitamin D helps the body keep the right amount of calcium and phosphorus in the blood; Vitamin E is an antioxidant that protects body tissue from damage, it is also important in the formation and protection of red blood cells; and Vitamin K plays an important role in the formation of blood clotting agents.

We’re confident that our enriched formulations will give us an edge over our competitors and be a huge hit with consumers, once they realise its superior nutritional properties. In the coming months it will be rolled out across Africa wherever the Cowbell brand is sold and we have no doubt it will prove a great success.

Loya Premium with enriched calcium

Loya Premium contains 50% more calcium than ordinary milk with its new Hi-Cal formulation. Calcium is essential for building and maintaining strong bones and teeth. It is vital that we receive adequate amounts of calcium during our formative years. And as we get older, we need calcium to maintain our bone density, and prevent bone disease, such as osteoporosis. Loya Premium has also boosted the five most important vitamins essential for good health, namely vitamins A, C, D, E and K. Young or young at heart, we can all benefits from delicious, nutritious Loya Premium.

 

 

BEVERAGES

Amila Ice Tea

Building on the tremendous success of Amila fruit flavoured powdered softdrinks, Promasidor has now launched Amila Ice Tea in both ready-to-drink and powdered formats. The drink contains real tea extract with no colourants and offers all the same anti-oxidant benefits of real tea. The range has been launched in both Algeria and South Africa in three delicious flavours: Lemon, Peach and, specifically for South African tastes, Rooibos flavour.

Drink-O-Pop Grab-it launched in South Africa

Always at the forefront of market trends, Promasidor has launched an exciting, ready-to-drink product extension to its Drink-O-Pop brand called of Grab-it! The delicious new drink will initially be available in South Africa, but will be rolled out to other regions in Africa in the near future. According to Beverage Category Director, Justin Harris, the launch of this product is a timely introduction to this growing sector of the market. “The Drink-O-Pop brand has proven itself as the most economical powdered soft drink in South Africa. It also has a huge footprint in East Africa and is quickly making inroads into West and North Africa,” comments Harris. The new product comes in a delicious variety of four ready-to-drink flavours, namely: Orange, Apple, Coconut-Pineapple and Raspberry. Not only is Grab-it perfect for school and university lunch packs and tuck-shops, it is also economical as each 150ml doypack pouch retails for under 20 US cents.

Twisco trumpeted to Algerians

Promasidor Algeria has just launched a delicious new powdered drink called Twisco, a vanilla enhanced chocolate drink. Twisco is energy-giving, with 370kjs in each 250ml serving, and nutritious, with 30% RDA of calcium when made with Loya milk powder.

It dissolves easily and can be enjoyed with both hot and cold milk. Not only is Twisco delicious and nutritious, it also offers Algerian consumers value with convenience. Each 300g jar is enough for 20 servings, which works out to less than 2 Dinar per serving – great value-for-money. The attractive packaging will appeal to kids of all ages. The “mascot” for the brand is a loveable cartoon elephant, which will feature on all packaging and promotional materials, from billboards to bunting. His trumpet can also be heard throughout the radio commercial, further entrenching his presence. Other promotional opportunities could include joint promotions with Loya milk powder.

Twisco will be widely available throughout Algeria, so that consumers will never have to look too far for it. For retailers, it has its own benefits: an 18-month shelf life, attractive profit margins, advertising and promotions support, and strong merchandising, sales and distribution support.

 

FOOD ENHANCEMENTS

Kate Henshaw Nuttal extends her contract as the face of Onga for another two years.

Two years gone and sometimes one wonders, how time flies. This was the case on Monday February 1, 2010 when the face of ONGA, Kate Henshaw Nuttal, finally signed a new contract for another two years as the face of ONGA at the company’s premises.

The conference room, where the event was held, was well branded and journalists from different media houses were present to herald the arrival of the ONGA ambassadress - Kate Henshaw Nuttal – accompanied by our Managing Director, Keith Richards and other management staff. Looking excited and sparkling as usual, she arrived and easily warmed up with journalists, who also used the opportunity to have one or two words with her.

Speaking at the event, the Head of Marketing, Mrs. Abiola Inawo said the company had featured Kate in our commercials and she had represented us in various functions that were sponsored by ONGA. Based on feedback from research, consumers are happy with Kate as the face of ONGA. The company has had a good relationship with her for the past two years and based on the positive feedback that we have received, Promasidor Nig. Ltd decided to move the relationship forward by another two years.

		Two years gone and sometimes one wonders, how time flies. This was the case on Monday February 1, 2010 when the face of ONGA, Kate Henshaw Nuttal, finally signed a new contract for another two years as the face of ONGA at the company’s premises.

“Kate will continue to be our face of ONGA and she will continue to do what she has always been doing for ONGA in terms of projecting the image of the brand and also hopefully, it will be a long term relationship”, she concluded.

Keith Richards, Managing Director, added: “Kate had come to represent a vibrant and growing brand and thus she reflected the personality of the brand. She has continued to be an icon for women in Nigeria. She has won a number of awards since becoming the face of ONGA and she’ll continue to win awards for everything she does, indeed she is a real woman and a real star”, he said. Speaking further: “The company is planning new things over the course of this year and next year and we will continue to grow this brand, which research showed was already in around 25% of homes in Nigeria. This is a young brand that has gained huge acceptance. We feel ONGA is a great success that will reach even greater heights and with Kate as the face, ONGA is going to continue to shake up the market”, he said.

In her response Kate said she had enjoyed the last two years of working together with Promasidor terming it ‘a fantastic two years’. According to her, the reception on her trips around the country for cooking competitions had been unbelievable. “The cooking programme has got a very large following, many people nowadays stop me and ask if I have ONGA in my car and I give them out. ONGA is doing really well in the market and I am having all the fun, a great relationship and I am glad that I am signing for another two years”, she said. Kate said she would continue to give her best to the brand because she believed in it, used it and can talk authoritatively about it. She thanked Promasidor Nig Ltd as a company that listens to her views and she expressed her joy and happiness for a wonderful relationship.

Sossi launch gains momentum in Kenya.

Promasidor Kenya has started the initial launch stage of Sossi Tasty Soya Pieces. Sossi is a Textured Soya Protein (TSP) made from natural Soya beans, which are pre-cooked and flavoured. The product is quick to prepare, highly nutritious and is available in satisfying textured pieces, at a highly affordable price.

To its credit, the reception from the market and communities regarding Sossi has been very encouraging. Allister Lindsay, director of the new TSP division in Promasidor, shares the Sossi experience: “Sossi’s potential in Kenya and the whole of Africa is enormous. We have huge Vegan, Muslim and SDA communities to target. Besides that, Kenyans are generally moving towards healthy and affordable diets. Sossi provides value-for-money, as it tastes good, and compares better in nutritional value to other protein sources such as legumes, cereal and beef. As such this is an extremely exciting product”. He adds: “We also provide quality, as we meet local standards through the Kenya Bureau of Standards (KEBS) and for the Muslim community, we are Halal certified.”

Due to the uniqueness of the product, the Sossi launch strategy has adopted a targeted approach to allow some sampling and consumer education prior to full implementation and targeting the mass media. So far Sossi has been launched in Nairobi both in the formal and informal markets, setting up shop in hypermarts or supermarkets with display tables - utilizing promotion vans and doing the rounds within the communities.

Sossi has proudly sponsored the Kijiji races with world-renowned cyclist David Kinjah as well as football tournaments in the general Kikuyu area.

		SOSSI, an easy to cook, highly nutritious and super affordable product is now available to all Kenyan consumers.
		Sossi involvement in community. Sossi has been involved in local cycling and football events in the area.
		David Kinjah with his one person NGO is providing Kenyan teenagers a future - he provides them with a home and trains them up to become professional cyclists. He rides in races sponsered by Sossi.