In a bid to expand its market target and attract customer loyalty, Golden Penny Noodles, a unit of Flour Mills of Nigeria, has stormed the market with a new product known as ‘Jollof Chicken Flavour’.
A report released by the World Instant Noodles Association ranks Nigeria as the 12th in global demand for instant noodles index in 2017. Golden Penny has leveraged this to produce more options to excite and encourage consumers.
The new flavour comes in three pack sizes, which are the 70g, 100g and 150g, with spices that give appealing jollof flavour to consumers. It can be cooked within five minutes and contains high quality wheat for easy digestion.
Speaking at the launch of the product, Chiaka Eluchie, category manager for Golden Penny Noodles, said the product was manufactured on the basis of consumer preference and satisfaction.
Eluchie said a survey carried out by the company showed that jollof flavour was the most appealing for Nigerian consumers. The findings prompted the company to recreate Nigerians’ favourite jollof flavour in a simpler and faster noodles form.
“Golden Penny Noodles is one of the top three brands in Nigeria’s noodles industry, having existed for over 10 years. We excite consumers by giving another flavour in the market,” she said.
The Jollof Chicken Flavour was produced in line with consumer needs and preference in mind, as the company put so much research into the product, which is considered as the most appealing flavour to Nigerians, Eluchie said.
She explained that the Nigeria noodles market value is worth N190 billion, and grows consistently year on year, fuelled by rapid population growth rate. She said there is a need to encourage the sector as the growth of the country’s economy is partially dependent on the consumer goods industry which is a unit of the manufacturing sector.
Eluchie advised the government to stop influx of foreign instant noodles into the consumer market in order to encourage acceptance of the made-in-Nigeria products in the consumer market.
The Golden Penny Noodles unit, which started production 10 years ago, has grown to reach 3rd place in the Nigerian noodles market among 16 brands. The brand initially had only the ‘Tasty Chicken Flavour’ but has added the Jollof Chicken Flavour to its profile.
FMN is one of the most diversified conglomerates in Nigeria, with subsidiaries such as Golden Sugar Company, Golden Pasta Company, Thai Farm International, and Premier Feed Mills, among others.
Gbemi Faminu
