The Nigerian milk industry witnessed a new entrant as Integrated Dairies Limited (IDL) introduced its farm fresh 100 percent natural milk in a new, attractive, handy and unbreakable pack to the market.
According to the company, the target of the new pack is to ensure that the product becomes more competitive as it gains larger industry share of the Nigerian dairy sector.
“Our new pack can stand out anywhere and can compete favourably. It is nicer and it represents our products,” said Sheyin Roy Shekarri, managing director, Integrated Dairies Limited, during the launch of the new pack in Lagos recently.
“With our new package, we have increased the shelf life of our products and also improve on the recipe,” he added.
Shekarri noted that the company has also changed the flavours and colours of the products from artificial to natural.
The managing director also stated that the products are available at various supermarkets, restaurants and hotels in all major cities across the country. He noted that the new pack still contains the same quality of content and the cream the old pack had.
In his words, “Our milk is generally considered the real milk, which many consumers can afford. The feedback received from our trade partners and consumers revealed that the product would have significant impact in reaching out to more Nigerians if it comes in this package.”
He therefore called on the government to address some of the major challenges dairy operators are facing in the country ranging from poor power supply to infrastructural challenges, which has hindered the growth of the country’s dairy industry.
“Currently, prices of diesel have increased from N110 to N210. The price has almost doubled and this has increased our production cost,” Shekarri said.
The new packed products comes in one litre, 500 ml and 250 ml, with several flavours (such as) like milk full cream, milk low fat, banana, mango, pineapple strawberry and unsweetened yoghurt.
Also speaking during the launch, Dika Mari, head, quality assurance, said, “our product is a premium brand with strong consumer appeal. We have a particular segment where we play and we want to maintain our market share.”
“Most of the feedback we have been having is on packaging and to also match the quality of our product with the pack,” he added.
IDL operates in the entire value chain of the dairy industry, from rearing calves to delivering nutrient rich products across the country.
JOSEPHINE OKOJIE
