Doyin Investment Launches Instant Noodles

By Eric Eghaghe

Nigerian Noodles market, the 12th largest in the World has witnessed another boom with the launch of Doyin Instant Noodles recently. The new premium brand Noodles product is from the stable of one of Nigeria's indigenous conglomerate, Doyin Investment Limited.

According to the Chairman/CEO of Doyin Group, Prince Samuel Adedoyin, who was spoke through, the Company Finance Controller of Doyin Investments, Mr. Stephen Daramola, “We looked into the market and the consumption pattern of all classes of Nigerians in the area of foods, we realized the opportunity in instant noodles as food item that is generally consumed by all classes of people. We value the health of our consumers, so we developed our instant noodle products to be rich in vitamins, carbohydrate and other nutritional values that will make our products to stand out”.

The renowned industrialist noted that the conceptualization of a tasty noodle with mass appeal started last year. “The idea of Doyin Instant Noodles to join our stream of Products started barely a year ago and to the glory of God we are here today to launch it into the market”, he explained

Speaking on the launch of Doyin Instant which comes in Chicken Flavour, the company's Marketing Manager, Mr. Biodun Awoyemi noted that the newly launched product is a product of thorough research and consumer dynamics in Nigeria's Fast Moving Consumer Goods (FMCG) sub-sector.

“Initially, the perception in the market is that there is a ceiling in terms of taste of noodles. But, here we have been able to research into the noodles market and we discovered that if the noodles is delicious and its aroma is a bit stronger, the product comes out better,”he rationalized.

Awoyemi added that, Doyin Instant Noodles. Which comes in 100g is manufactured to global quality Standard for food products and spiced with the Unique Chicken flavour, is different from others on the market Shelf. “We are therefore introducing Doyin Instant Noodles, starting with 100gm sachets. The product can stand out with its unique, inviting, appealing and strong aroma. Apart from that, we have ensured that it does not match or stick and it is delicious. It is produced in terms of taste for class A, but positioned for the Mass Market. Its exotic spices are blended in a way to give the noodle a mouth watering goodness which people are asking for.”

The company's Senior Head of Sale, Mr. Duru Nnamdi, observed that with the introduction of premium quality Doyin Instant Noodles to the Market, Noodles market will never be the same again. “In the last one month, our distributors have expressed delights on the new product. In terms of quality content and the packaging Doyin Noodles hold the ace. It is packaged in a colourful red and yellow outer crton, containing forty sachets of 100gm. The pack can compete well with others on market Shelf,”Duru said.

In the next one year, the Company is poised to occupy between 25% and 35% share of the noodles market.