BrandArena: Promasidor, 1200 families celebrate World Milk Day

Wednesday 4 June 2014

Promasidor, 1200 families celebrate World Milk Day

(L-R): Mr. Kachi Onubogu, Commercial Director, Promasidor Nigeria Limited; Mr. Olivier Thiry, Managing Director; and Mrs. Edna Obi, Senior Brand Manager; at the World Milk Day celebrations, an event sponsored by the company in Lagos on Sunday
Promasidor Nigeria Limited joined other companies and institutions across the world to celebrate the World Milk Day on Sunday, June 1, 2014; as it sponsored Family Fun Fiesta for 1200 families in Lagos.

The event, held at the Landmark Village Event Centre, Victoria Island, attracted many families who stormed the venue to enjoy renditions from popular artists like Basket Mouth, Bovi, Buchi, and Helen Paul with music from Kcee, Flavour and DJ Exclusive.

Since the first World Milk Day celebration held in 2001, the event has been celebrated every 1st of June. The Food and Agriculture Organisation of the United Nations (FAO) proposed this specific day to celebrate all aspects of milk; the natural origin, the nutritional value, the numerous tasty products which are liked by many people all across the globe, the economic importance of milk in rural regions as well as in the entire food chain.

Speaking at the Family Fun Fiesta, Mrs. Edna Obi, Senior Manager, Loyal Milk, Promasidor Nigeria Limited, commended the families that attended this year’s Fiesta pointing out that Promasidor is committed to the health and well being of Nigerian people especially children. She said the company decided to celebrate this year’s world milk day by providing nourishment to all through a family fun fiesta, a platform that will bring them closer to Loya Milk. According to her, Loya Milk is wholesome, nutritious and has a rich and creamy taste.

It was first introduced into the Nigerian market in bulk pack formats in May 2004. Subsequently, retail packs were introduced in 2005 (20g sachet, 180g sachet, 400g Tin and Sachet) and 2006 (14g Sachet, 500g Box and 900g tin). The brand was re-launched in 2010 and was fortified with 50% more Calcium (HiCal).

Mrs. Obi said Calcium is the most abundant mineral in the body and 99% of it is located in the bones and teeth where it supports their structure. It is an important mineral required all through life as it is required for muscle contraction, blood vessel expansion and contraction, secretion of hormones and enzymes, and transmitting impulses throughout the nervous system.

According to her, the brand’s promise is to deliver a consistent, premium quality milk powder that assists in keeping the family strong and healthy. She said Loya Milk contains calcium, proteins and Vitamins A and D, essential for the growth of a healthy body. She said: “Loya Milk has a five star promise of quality and is made from the very best fresh cows' milk under strict quality conditions. Loya Milk mixes instantly and easily in either warm or cold previously boiled drinking water, making it ideal for tea and other beverages.

On why the event was fixed for Sunday, Mrs. Obi explained that the date of 1st June was chosen by the FAO because a number of countries were already celebrating a national milk day on or around this time.


  1. Thank you promasidor for bring milk to the people in quality and affordable prices

  2. Cowbell milk is arguably the evolution of diary market in West Africa through sachet marketing so I just have to thank this company

  3. Happy Milk Day! The brand has gone a long way for over 2 decades