Promasidor Nigeria Limited, makers of Cowbell Milk, Loya Milk, Miksi Milk, Onga
seasoning, Top Tea and other quality food products, has unveiled Nigeria’s first zip-lock
packaged ready-to-go cereal.
Speaking at the media unveiling held in Lagos on Friday, Managing Director of Promasidor
Nigeria, Anders Einarsson, said 75 per cent of the product’s inputs 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 agricultural value chain. This, he said, would
create massive employment opportunities and reduce capital flight.
He said: “The raw materials of SunVita is about 75 per cent sourced locally. It demonstrates
our commitment to backward integration and local capacity utilisation in line with the
economic need of the country. This will translate to more direct and indirect jobs for the
youths as it will increase activities in 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; 24 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 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 particular 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 per cent
of the inputs used to manufacture the product is 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 helpd to grow the economy and reduce unemployment. I am
extremely excited at the manner Promasidor has utilised the loan we gave them.”
President, 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. 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 energizing
meal a whole family can take at any time of the day. Fortified with Nutri-V, the product,
according to Russo, 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” the company would ensure it breaks into the mainstream
market as a leading brand in the nearest future.
Promasidor Nigeria, which started operations in Nigeria in 1993, is a leader in dairy,
beverage, seasoning market. Its latest entrants is in two variants – SunVita Original and
SunVita Pops. Both come in 40g and 500g.
