Meet MARKETING EDGE 2021 Summit & Awards’ sponsor – Dufil Prima Foods
Dufil Nigeria Plc, one of Africa’s leading FMCG companies with the pay-off line: ‘Making Life Taste Better’, is proudly the home of a portfolio that consists of leading assorted brands such as Indomie Noodles, Pure Semolina and Flour, Power Pasta, Minimie Chin-chin, Minimie Pasta, Minimie Noodles, Minimee Instant Noodles, Emperor and Power Oil.
Incorporated in 2001, it was converted to a Public Limited Company in 2008 with the vision to be the leading food company in Africa. Dufil has gradually replaced its trademark identity with its flagship product, Indomie noodles, the mother brand for the Indomie family which was first introduced to the Nigeria market as the premier noodles brand.
The brand has enjoyed widespread acceptance in the market across various age groups. It is unarguably the most prominent noodle brand and has joined the exalted ranks of brands like Omo, Dettol, Robb and Maggi whose names have become the generic names for the product. This Africa’s leading FMCG Company’s remarkable impact is being felt in the Nigerian culinary landscape with its special product offerings. As a result of this, Dufil is popularly known by admiring consumers, as Indomie. The food company is committed to consumer’s delight and increasing shareholder’s return on investment hence, the commitment to remaining the market leader in consumer foods products by providing quality products. It has planted its roots deeply into the soil through consistent backward integration efforts over the past decade, thereby occupying the leadership seat in the instant noodles category.
Leading and heading about six subsidiaries, viz – De United Foods Industries Limited (Nigeria & Ghana), Northern Noodles Limited, Pure Flour Mills Limited, Insignia Print Technology LFTZ Enterprise and Raffles Oil LFTZ Enterprise, Dufil Group continues to set the pace in innovation and trends. Having understood the behaviour of its consumers and their consumption patterns, it has remained in tune with as it keeps rolling out new varieties in its offerings year in year out.
Dufil Group has a big heart for the well- being of every one of its consumers, while playing its part in helping to build future leaders for Nigeria by understanding the role and importance of education to a child. It has therefore initiated an unusual rewarding system for children with other key contributions to the society.
Through the years, Dufil Prima Foods Plc., a joint venture between the Tolaram Group, Salim Group and Kellogg’s Company, has enlarged its concentration areas on CSR, in an effort to continuously impact positively on the lives of its consumers, most importantly the children which is in consonance with the core values and deep-rooted belief of the company that in every child lies what it takes to become great. In fulfillment of this, it therefore consistently participates in the sponsorship of various school activities by assisting many children to advance their careers. This is done through projects and funds for their education to ensure their dreams are fulfilled.
In a renewed vigor to further impact its target market and make its CSR more impactful, it has introduced activities such as Indomie Independent Day Award (IIDA), in 2008, for heroes in Nigeria. The essence is to celebrate and reward acts of heroism in young children who have made notable sacrifices at great risk to themselves. This initiative has not only changed lives but has also deepened the relationship between the brand and children because of its direct impact.
To further promote education among students, it also introduced the annual Spelling Bee competition for public primary and secondary schools in Lagos, Nigeria. As part of Dufil’s effort to further support healthcare development in the country, it has impacted lives with Free Health Camp, an activity carried out by Power Oil to provide basic medical care for Nigerian adults and promote healthy consumption among the Nigerian populace by educating people on the detrimental impact of eating food prepared with unbranded oil. It has also extended its projects to the provision of pipe borne water for communities, donation of food items to Internally Displaced People (IDP) Camps and flood victims, as well as partnering with Nigeria Society for the Blind in giving them support.
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