Innovation: The Reason For Our Market Dominance - Indomie

Dufil Prima Foods Plc, makers of Indomie Instant noodles have maintained that innovation will continue to take centre stage in delivering quality products to the Nigerian market.

Data from the World Instant Noodles Association (WINA) reveals that Nigeria is currently among the largest consumers of instant noodles, with 1.92million servings as at May 2020, ranking 11th position in the global demand for noodles ranking, with Indomie Instant Noodles being the most consumed brand in Nigeria.

Speaking in Lagos, the Chief Operations Officer, Dufil Prima Foods Plc, Mr. Adesh Jain noted that for any business to thrive in a dynamic market like Nigeria, churning out new ideas and product innovation is not only necessary but highly important.

According to him, "The successful exploitation of new ideas is crucial to a business being able to improve its processes, introduce new and improved products and services to market, increase its efficiency, and most importantly, improve its profitability.Though we have maintained market dominance in the noodles market in Nigeria for close to three decades, we will not rest on our oars because we understand that market environments—whether local, regional, national or global—are becoming highly competitive, hence, there is a need to do more," he said.

He added that Dufil had consistently, adapted its products lines to the changing marketplace over the years. “In 2019, we added Indomie Relish to our range of products as a response to our consumers’ yearning for a wholesome and satisfying meal experience. Indomie Relish was introduced to meet this need as it provides a complete, balanced, and savoury culinary experience with real fish chunks and fish powder in the seafood flavour packs,” Jain said.

It will be recalled that in November 2017, Dufil Prima Foods also consolidated its dominance in Nigeria's noodles market by acquiring plants of Dangote Noodles Limited, a subsidiary of Dangote Flour Mills Plc.

The deal which was said to worth N3.75 billion ($12.26 million) gave Dufil ownership of Dangote noodles factories in Ikorodu (Lagos) and Calabar (Cross River State) respectively. Also, in 2018, Dufil acquired 100 percent of the food production line of May & Baker Nigeria Plc, which operates its noodles business under the brand name Mimee Noodles. The deal was valued at N775 million.

Today, Indomie Instant Noodles can be found in different packs of chicken, onion, pepper soup, oriental, and relish flavours in Nigeria.