Promasidor 2023

Promasidor Nigeria Limited, a subsidiary of South Africa based Promasidor Holdings is a food and beverage giant that distributes affordable food and beverage products of superior quality, bringing joy to millions of consumers across Nigeria.Its major brands include Cowbell milk, Loya milk, Sunvita cereal, Miksi, Twisco, Cremela, Onga seasoning and Top Tea beverages.

It blazed the trail from inception with the introduction of sachet, powdered dairy products into the Nigerian market in 1993 when it commences operation. It has experienced tremendous growth since then, directly employing over 700 Nigerian across its production and marketing chain and indirectly proving employment to thousands of others.

Promasidor was founded by Robert Rose in 1979. He left the United Kingdom in 1957 for Zimbabwe to pursue his African dream. As Chairman of Allied Lyons Africa for over 20 years, he travelled extensively across Africa and gained a unique and thorough knowledge of the food industry throughout the continent. In particular he noticed a lack of availability of the one highly nutritious product that the developed world takes for granted – milk.

He realised that with technology in the manufacture of milk powders advancing rapidly, there was an exciting opportunity to provide milk powder in small portions that could be packaged in flexible sachets. It was found that removing the animal fat from the milk and replacing it with vegetable fat allowed for a longer shelf life. This meant that for the first time, milk powder could be distributed across the vast African continent, providing access to affordable milk to everyone in Africa.

Promasidor is also a socially responsible brand with various initiative and intervention in across its areas of operations and beyond. Its cowbellpedia, a mathematical TV quiz show for secondary schools that started in 2015 has become one of the most sensational television productions in Nigeria.