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Promasidor Nigeria Limited, makers of Cowbell Milk, has launched Onga cubes into the Nigerian seasoning market following a successful penetration of Onga powder which was introduced into the market in 2004.
Speaking at the launch of the new product in Lagos on Thursday, Mr. Kachi Onubogu, Executive Director, Commercial of Promasidor said, “After almost 2 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.
He said the new cube would be packaged 50 cubes in a pouch and 24 pouches in a carton, 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.
Onubogu noted that 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, ten years ago.
At that time, Promasidor introduced four variants of the product: Onga Stew, Onga Classic, Onga Chicken and Onga crayfish and later Onga Soup.
The launch of the Onga brand has changed the seasoning category by not just offering consumer varieties and convenience, but fundamentally offering taste and aroma.
Presently, Onga is the number one in the seasoning powdered segment. The big players (and smaller brands) have launched powdered variants of their brands, attesting to the fact that Promasidor did the right thing by pioneering the powdered segment of the seasoning market in Nigeria.
The success of the Onga Powder Seasoning has since brought a craving from consumers to have other cooking condiments that can be used in different stages/part of the cooking process, a development which inform the launch of the product in cube format.
Earlier in his address of welcome, Chief Keith Richards, Managing Director/ Chief Executive of 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 twenty 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,” Chief Richards said.
The Chief Executive observed that the launch of Onga Cubes represented another milestone as the company consolidates what it started in 2004 when it changed the landscape of seasoning market with the introduction of Onga Powder Seasoning.
