Market innovation: Promasidor introduces Onga seasoning in cubes

Promasidor Nigeria Limited, maker of Cowbell Milk, has launched Onga cubes into the Nigerian seasoning market following a successful penetration of Onga powder, introduced into the market in 2004.

Speaking at the launch of the new product in Lagos, Kachi Onubogu, executive director, commercial, Promasidor, said: “After almost two years of insightful and innovative work by the Promasidor team, I am happy to welcome Onga cube into the Promasidor Nigeria family of brands.”

He remarked that the new Onga cube would come in singles of 4g and in two variants of Onga cube, which could be used for any type of dish while Onga Chicken, which is a special blend, with superior chicken flavour that could be used to create excitement in the kitchen.

The new cube would be packaged 50 cubes in a pouch and 24 pouches in a carton, he said, adding that Onga in cubes is a completely different formulation from the existing Onga powder because “we did a complete reformulation from scratch, paying particular attention to what the consumers want in an ideal brand of seasoning cube.”

According to Onubogu, with Onga cube, their promise to consumers are superiority in terms of product delivery in preparing different dishes, varieties and options to choose from and ultimately impress them with their cooking while they will continue to be a responsible company to the general public with a core marketing culture, strong belief in consumer need and ultimately delivering to the consumer need.

Onga was launched in an innovative format, in powder for ease of usage and better aroma, 10 years ago.

Earlier in his welcome address, Keith Richards, managing director/chief executive, Promasidor, said “at Promasidor Nigeria Limited, we pride ourselves in pioneering cutting-edge innovative solutions to the delight of our consumers in terms of our product offerings.”

According to him, 20 years ago, we set out to improve the lives of every Nigerian with the introduction of nutritious Cowbell Milk in single serve sachets that made milk affordable to every Nigerian household.

“Since then, we have continuously raised the bar of innovation with the introduction of: Top Tea in round tea bags, Onga Seasoning in powdered format and flavoured milk drink: Cowbell Choco, Cowbell Strawberry, Cowbell Sweet Milk and Cowbell Coffee.

“We have achieved tremendous growth since 1993, when we commenced operations, and today employ about 2,000 people across the country.

This is a true testament to our vision of providing quality products and empowering the lives of Nigerians,” Richards said.