Olam Agri's wheat-milling arm, Crown Flour Mill Limited, has introduced two new products: Mama's Choice Wheat Flour and Mama's Pride Semolina. The launch aims to capture shifting consumer preferences in Nigeria's food market.
Commitment to Market-Driven Solutions
Speaking at the event, CFM Managing Director Nitin Mehta highlighted that the launch underscores the company's dedication to delivering solutions tailored to market needs. He emphasized the goal of sustaining leadership in the agribusiness sector through quality, affordability, and innovation. Mehta noted that extensive research involving shoppers, retailers, and confectioners revealed demand for flour with better yield, lower oil absorption, whiter results, and competitive pricing, as well as semolina offering smoothness, firmness, and a creamy-white color.
“These products reflect our deep understanding of consumer preferences and our determination to support the growth of households, small businesses and confectioners with superior solutions that improve profitability and deliver excellent results,” Mehta stated.
Market Leadership and Competition
Abhishek Singh, Vice President and Business Unit Head for B2B at Crown Flour Mill, noted that Olam Agri has become the leading player in Nigeria's bread flour market across all geopolitical zones due to partner confidence. However, he stressed the need to remain future-ready as competition intensifies.
Siddharth Suri, Vice President and Business Unit Head for B2C, explained that Mama's Pride Semolina was designed to directly compete with top brands. Extensive research confirmed its superiority in color, texture, consistency, and post-cooking performance. “We felt we needed a brand powerful enough to take leadership in the semolina portfolio. Mama's Pride Semolina is smooth, fluffy and creamy-white, with a modern aesthetic design that proudly reflects African identity,” Suri said.
Collaboration and Consumer Focus
Bolaji Anifowoshe, Vice President of Commercial, thanked dealers and partners for their trust, emphasizing that collaboration is key to sustaining growth in a competitive market. Head of Marketing Bola Adeniji added that the products resulted from extensive consumer research identifying clear market gaps. “We are delighted to introduce solutions that directly address these needs, and we are confident that they will quickly resonate with consumers and establish themselves as preferred choices in their respective categories,” Adeniji stated.
Country Head Anil Nair highlighted the broader commitment to food security in Nigeria. “The new product launch demonstrates our commitment to driving food security in Nigeria. We are deeply committed to enriching the country’s dining and culinary experience through extensive investments in rice, wheat, feed, and poultry value chains and processing facilities, which are spread across the country.”
