following the fortification of its product with new Vitamin and iron, Managing Director of the Dangote Pasta, Oladehinde Brown has declared the readiness of his company to capture 65 per cent of the Pasta market in the country.This fortification, already endorsed by the National Agency for Foods and Drug Administration (NAFDAC) and other relevant agencies, is the first in the industry.Also, the leading foods manufacturing company, on Monday released a new media campaign to drive the marketing of the products. Described as novel in the food and beverages industry, the new pasta products is enhanced with 10 vitamins and Iron, with the management saying it has successfully elevated its pasta products from the snack family to a whole family meal. Brown, who made these disclosures in Lagos during the unveiling of the Television Commercials and Radio campaign for the products, said the development was the result of constant research into how to enrich the products and make a whole family meal rather than seeing pasta as a complimentary food. He expressed the management satisfaction that it was the Dangote Pasta that blazed the trail in the food and beverages industry pointing out that no other pasta either macaroni or spaghetti produced by any of its competitors could boast of such nutrients as vitamins and iron. 'I make bold to say that as at today, its only Dangote spaghetti and macaroni that have been fortified with by vitamins and Iron which needed for children growth, strong bones and the need of the entire family for sound health. 'We are making Dangote Pasta a complete meal away from being a snack, that is why we are adding the nutrients, we are fortifying it with 10 different vitams and this we have communicated well to the consumers through the macaroni and spaghetti packs. We are also backing up the campaign with the TVC you about to watch now', he stated. Despite the new nutrients added, Brown disclosed that Dangote pasta company has taken necessary care to ensure the products are appropriately priced, to pocket friendly and affordable. Dangote Pasta, a subsidiary of Dangote Flour Plc and reputed to be the largest plant in Africa operates with eight lines with a combined production capacity in excess of 20 million tons per annum. Brown stated that the national demand stood at 18 million tons per annum and that Dangote Pasta would churn out about 10 million tons this year leaving competitors to do the rest. According to him, given the production capacity of the Dangote Pasta plant which exceeds consumption demands in the country, the company was exploring ways of exporting the pasta to South Africa and other neighbouring West African countries noting that feelers from these countries indicated that there were market potentials for the Dangote products. Reviewing the TVC, Chief Executive Officer of Hi-Concept Communications, Ebie Owens explained that the TVC depicted the essence of the improvement on the pasta products saying the Commercials reflected it that, it is a food meant for not only the children but for the entire family. He assured that the TVC will be accepted by the targeted audience noting that similar commercial undertaken in the past by his company for Dangote Pasta has won an award. Also, he explained that the new TVC has been approved by relevant authorities like the NAFDAC, UNICEF and Advertising Practitioners Council of Nigeria (APCON).
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