- November 9, 2015
- Tai Olu
Dufil Prima Foods PLC is a joint venture between Tolaram Group and Salim Group, Indonesia, which exclusively manufactures and markets Indomie, under license from PT Indofood. Indomie has become the largest selling and one of the most popular instant noodles in West Africa on the back of a superlative brand-building strategy.
Indomie made a remarkable impact on the Nigerian culinary landscape in just over fifteen years in the Nigerian market. It has grown to become a trusted household name, synonymous with quality, taste and value. The Indomie range of products command a substantial degree of brand loyalty and an enviable “top of mind” status amongst its consumers who cut across all demographic segments in Nigeria.
The Dufil Prima brand currently has 3 factories. The First; De United Foods Industries limited, commissioned in 1995 in Ota Ogun State, is the First Instant Noodles Manufacturing Plant in Nigeria and the Largest in Africa.
The Indomie Brand of Instant Noodles is a unique brand that is loved by a majority of Nigerians, particularly, the kids. It has grown to become a household name in Nigeria because of its delightful taste and wholesomeness. The Indomie brand has managed to transcend across all age groups, winning over the hearts and taste pallets of both the young and old.
Currently, the Indomie brand of instant noodles holds larger percentage of market share of the Nigerian market, which has an estimated annual growth of 40%. Until 2006, the figure was 100% market share. The Company will continue to leverage its strong brand equity in order to maintain its competitive advantage and sustain the growth and profitability of its business activities.
Its aromatic flavor, affordability and availability have made it simply irresistible to its numerous consumers. The love for the brand has been so wide spread that Dufil Group, Manufacturers of Indomie, was able to launch several unique and savory flavors within a period of Ten years.
Additionally, Dufil has extended its business into pasta and cooking oil categories with two recent brands, Power Pasta and Power Oil respectively.
DUFIL Prima Foods Plc. has equally embarked on strategic backward integration to ensure 100 per cent local content in most of the products being produced by the company.
Dufil Prima Foods Plc has emerged one of the top 10 most respected companies in Nigeria. It bagged the award at the top 100 most respected firms in Nigeria. A research effort undertaken by BusinessDay Research and Intelligence Unit, (BRIU) in collaboration with Jobberman Survey.
This group with the popular indomie noddle is sure one of the 50 brands that power Nigeria
