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Creating Products in a unique that Address Instant Needs Like Indomies Instant Noodles is Customer- Compelling



Dufil Foods introduced the Indomie brand, created a customer-compelling space called "Instant Noodles"  - a unique choice-space that is loved by  majority of Nigerians. It has grown to become a household name in Nigeria because of its delightful taste and wholesomeness. The Indomie brand has managed to transcend across all age groups, winning over the hearts and taste pallets of both the young and old.
Indomie made a remarkable impact on the Nigerian culinary landscape in just over a fifteen years in the Nigerian market. It has grown to become a trusted household name, synonymous with quality, taste and value. The Indomie range of products command a substantial degree of brand loyalty and an enviable “top of mind” status amongst its consumers who cut across all demographic segments in Nigeria.
Currently, the Indomie  instant noodles space holds approximately 74% market share of the Nigerian market, which has an estimated annual growth of 40%. Until 2006, the figure was 100% market share. There are currently 16 instant noodles producers contending for Indomie’s market domination, with more expected to commission production in Nigeria. Notwithstanding, the Company will continue to leverage its strong brand equity in order to maintain its competitive advantage and sustain the growth and profitability of its business activities.
Its aromatic flavor, affordability and availability for consumers with thin wallet have made it simply irresistible to its numerous consumers. The love for the brand has been so wide spread that Dufil Group, Manufacturers of Indomie, was able to launch several unique and savory flavors within a period of Ten years.

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