By Sanya Ademiluyi
When consumer milk distributor, Promasidor Nigeria introduced the Loya milk brand about seven years ago, it probably wasn’t so sure what to make of the brand. It only knew the business needed a second consumer milk brand after the ebbing or maturation of its popular milk brand, Cowbell. Enter Loya. What it a second line brand product? Usually, FMCGs deploy a second brand which they use to take the heat from rival brands off their major brands in the same market.
But despite its phenomenal success, Cowbell was a low end milk brand. Perhaps, its market success may have delayed Promasidor’s launch of a new brand targeted at higher class segments of the market.