FMN unveils Golden Penny Mayonnaise to create value, deepen consumer connection
By Felicia Nwosu
It was an exciting day for Flour Mills Nigeria (FMN) PLC and the Golden Penny brand as they unveiled a new Golden Penny Mayonnaise to create emotional value and deepen market connection with consumers. The newly unveiled product category known as “Golden Penny Mayonnaise”, has a premium quality that adds to the company’s brand portfolio.
The move, a significant effort by the leading Fast-Moving Consumer Goods (FMCG) firm, is geared towards spearheading another fresh culinary innovation in the Nigerian competitive market.
The mayonnaise brand with the pay-off-line ’put a zing on it” was unveiled on 8 November, 2023 in Lagos. Its pay-off line was derived from its unique nutritional value rich in Zinc, which is not common in its other categories.
Speaking at the unveiling ceremony, Devlin Hainsworth, Director of Foods and Commercial, FMN, said the initiative has been in the pipeline for the Golden Penny family brands for several months. He stated that the successful feat was fuelled by innovative ideas and quality team work.
“If you reflect on what Golden Penny brand stands for, it represents great quality and substantive value, it represents and brings out great functional and nutritional benefits and also brings out a lot of emotional values, memories and benefits. If you look at that in the context of the existing key categories such as the pasta, noodles and several others, they are all doing great for Nigerian families. That really formed the basis of the brand’s love for expanding into new relevant categories,” he said.
The elated director shared some of the health benefits of the product, projecting it as a testament of what Golden Penny stands for as a consumer-centric company.
“You would expect the Golden Penny mayonnaise has great quality, nutritional value or benefit with the Omega-3 and the Omega-6. More importantly, in terms of emotion, we have identified a space here which is all about the zing. When you put mayonnaise on a salad, on your fries, burger, spread it on a loaf, you are effectively putting zing on the food. And it is down to your imagination. You can put a zing on anything. It has a distinctive quality, colour, mouth-feel, and is bringing something new to the category,” he added.
Ademola Adeoye, Head of Sales B2C, FMN, said the newly introduced brand is a testament to innovation, which is part of the company’s cornerstone.
“The Unique Selling Point (USP) of this particular product is the years of experience and research we put behind it, the quality of the product and the technological innovations used in bringing it out, and the flawless execution with which we used to bring it to life. At Flour Mills Nigeria PLC, we go into segments where we know we can compete and win. We go into segments we know things are missing and add value to what is currently available in the market,” he said.
While reiterating that his company is committed to ensuring that its products are available and accessible at affordable prices, Adeoye noted, “We have dealers and our products are available at every nook and cranny of Nigeria. At every given shop within your reach, we have got dealers across those places. We know our credentials in terms of our competence to redistribute, as we have one of the finest distribution fleet and resources in Nigeria today.
“This product will be available across Nigeria with different sizes and prices that are in conformity with the purchasing power of an average Nigerian at different socio-economic strata.”
Rita Tsehai, Head of Sales and Marketing, Agro Allied, FMN, expressed her optimism, noting that the brand is going to garner lots of consumer acceptance and loyalty while cooking different types of foods and trying new recipes.
“The main thing is about putting zinc in your food and at the same time being versatile. Today’s women want to be appreciated in their cookings and so, each day, they look for new ways to inspire the family with their cooking. They’re looking for special ingredients that will help bring out their culinary expertise so their families can enjoy,” they said.
Abisodun Oshikoya, the Ag. Category Manager, FMN, explained that the new product underwent several processes such as detailed research and tests carried out under a state-of-the-art and cutting-edge innovation.
“We have listened to our customer’s voice and worked tirelessly to develop the product as an answer to the convenience that consumers crave while staying true to the great product they trust. We are not just giving the taste, we are not just giving the uniqueness, we are also giving the nutritional benefits of the product, which is something that has to be made different.”
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