Promasidor Nigeria Limited, makers of a wide range of dairy products and other consumer goods, such as Cowbell Milk, Loya Milk, Miksi Milk and other quality brands has launched its latest addition into the market called Sun Vita Cereal, a zip-lock packaged ready-to-go cereal.

At a media briefing held in Lagos recently to unveil the brand, Managing Director, Promasidor Nigeria Limited, Anders Einarsson, said that Sun Vita would help working mothers and others who are pressed for time to manage their time better and achieve their career goals without compromising the health and nutritional requirements.

“At Promasidor Nigeria, we understand the constraint on time; 24 hours are no longer enough for individuals to complete their daily routines, have fun and rest. Since we cannot increase the number of hours we have to work and play, we must continue to explore better ways of managing time. This is one of the ideas behind SunVita.

“Consumers need a quick, convenient meal that can be taken as a formal meal at home or as an energy boosting snack during the day when they are away from home. And this need can be met without compromising their health. This is what SunVita has done. The cereal does not need cooking, which requires time and energy”, he said.
The MD revealed that 75% of the raw material inputs are locally sourced, reflecting the company’s robust backward integration programme.

He added that the decision to look inward for raw materials is informed by the company’s desire to contribute to the growth of agricultural value chain. This, he said, would create massive employment opportunities and reduce capital flight.

“The raw material of SunVita is about 75 per cent sourced locally. It demonstrates our commitment to backward integration and local capacity utilisation in line with the economic need of the country. This will translate to more direct and indirect jobs for the youths as it will increase activities in agricultural value chain.”

Also speaking at the event, the General Manager, large Enterprises, Bank of Industry, Leonard Kange, said “The investment is particularly relevant to the national industrial growth. About 75 per cent of the inputs used to manufacture the product is locally sourced. What does that imply? It means that Promasidor is not only providing direct jobs but also indirect jobs through suppliers of the inputs. That will help to grow the economy and reduce unemployment. I am extremely excited at the manner Promasidor has utilised the loan we gave them.”

President, Nutrition Society of Nigeria, Dr. Bartholomew Brai, commented on the nutritional contents of Sunvita, saying it would help in the cognitive development of children.

“I am happy that this product is meant for both children and adults. It is not healthy to skip breakfast. With this ready-to-go cereal, this challenge is addressed,” Brai, who is also a university lecturer, stated.

Head of Commercial, Promasidor Nigeria, Mario Russo, described SunVita as an energizing meal a whole family can take at any time of the day. Fortified with Nutri-V, the product, according to Russo, is a unique blend of zinc, calcium, iron and vitamins.

SunVita is a tasty, healthy cereal that also helps children grow smarter and stronger so that they can function at their best every day,” he said.

Head of Corporate, Promasidor Nigeria, Andrew Enahoro, told the media that SunVita “is a product of a four-year incubation” the company would ensure it breaks into the mainstream market as a leading brand in the nearest future.

Promasidor Nigeria, which started operations in Nigeria in 1993, is a leader in dairy, beverage, seasoning market. Its latest entrant is in two variants – SunVita Original and SunVita Pops. Both come in 40g and 500g.