On Friday the 7th of December 2018, Promasidor Nigeria launched a new Cereal, SUNVITA (Nigeria’s first zip-lock packaged ready-to-eat cereal) into the market. The launch, which was held at the company’s head office in Lagos, was attended by regulators, nutritionists, government officials, health practitioners, media representatives and staff.
Speaking at the media unveiling held in Lagos, the Managing Director of Promasidor Nigeria, Anders Einarsson, said 75% of the product’s raw materials are sourced locally, reflecting the company’s robust backward integration programme. According to Einarsson, the decision to look inward for raw materials is informed by the company’s desire to contribute to the growth of the agricultural value chain. This, he said, would create massive employment opportunities and reduce capital flight. He said: “The raw materials of SunVita are about 75% locally sourced. It demonstrates our commitment to backward integration and local capacity utilisation in line with the economic needs of the country. This will translate to more direct and indirect jobs for the youth, as it will increase activities in the agricultural value chain.”
Einarsson said SunVita would help working mothers, and other people with tight schedules, to manage their time better and achieve their career goals without compromising their health and nutritional requirements. “At Promasidor Nigeria, we understand the constraint on time. Twenty-four hours are no longer enough for individuals to complete their daily routines, have fun and rest. Since we cannot increase the number of hours we have to work and play, we must continue to explore better ways of managing time. This is one of the ideas behind SunVita. Consumers need a quick, convenient meal that can be taken as a formal meal at home or as an energy-boosting snack during the day when they are away from home. And this need can be met without compromising their health. This is what SunVita has done. The cereal also does not need cooking, which requires time and energy”, he said.
General Manager (Large Enterprise), Bank of Industry, Leonard Kange, who joined other dignitaries to tour the factory, said he was impressed with the investment. He said the company’s backward integration agenda was in line with the country’s industrial revolution roadmap.
He noted: “The production process is fantastic. I am particularly excited because I can see the product of our intervention. It is good to know that the fund we gave to Promasidor is invested in a project that will address key challenges facing Nigerians.
The investment is particularly relevant to the national industrial growth. About 75% of the inputs used to manufacture the product are locally sourced. What does that imply? It means that Promasidor is not only providing direct jobs but also indirect jobs through suppliers of the inputs. That will help to grow the economy and reduce unemployment. I am extremely excited at the manner Promasidor has utilised the loan we gave them.”
President of the Nutrition Society of Nigeria, Dr. Bartholomew Brai, commented on the nutritional contents of Sunvita, saying it would help in the cognitive development of children. “I am happy that this product is meant for both children and adults. It is not healthy to skip breakfast and with this ready-to-go cereal, this challenge is addressed,” Brai, who is also a university lecturer, stated.
Head of Commercial, Promasidor Nigeria, Mario Russo, described SunVita as an energising meal a family can take at any time of the day. Fortified with Nutri-V, the product is a unique blend of zinc, calcium, iron and vitamins. “SunVita is a tasty, healthy cereal that also helps children grow smarter and stronger so that they can function at their best every day,” he said.
Head of Corporate, Promasidor Nigeria, Andrew Enahoro, told the media that “SunVita is a product of a four-year incubation and the company would ensure it breaks into the mainstream market as a leading brand in the nearest future.”
The new brand has two variants: SunVita Original and SunVita Pops. Both come in 40g sachet and a 500g Zip-lock re-sealable pouch.