Indomie is replacing the word ‘noodle’ in Nigeria.
The noodle’s manufacturer PT Indofood Sukses Makmur partnered with the Nigerian food company Dufil Prima Foods back in the late 80s and opened the country’s first instant noodle factory a few years later. Today, the company runs the largest instant noodle factory in Africa, pulling in more than $600 million USD a year as the eighth most-purchased brand in the world, according to a survey by the brand research firm Kantar Wordpanel.
When Indomie arrived in Nigeria, the instant noodle market was nonexistent. And unlike markets in Asia and the West, most Nigerians weren’t used to eating noodles, explained Tope Ashiwaju, the Public Relations and Events Manager at Dufil Prima Foods.
Indomie also enjoyed the monopoly as the only noodles brand on the Nigerian market. Then consumers had no alternative noodles brand, thus they had to make do with whatever Indomie offered in terms of flavor. Indomie comes in four different variants of onions, chicken, jollof, and Indomie pepper soup. Its monopoly has, however, been broken, as Indomie now shares its market with four other brands that are firmly positioned in the noodles market in Lagos, and few other states, where they are distributed.
Every roadside kiosk is certain to have at least one variety of Indomie instant noodles. Believe it or not, the noodle brand has helped below average citizens escape hunger. Depending on quantity needed, the noodles are less expensive to procure than most staple foods, especially at a time of economic instability and hardship.
Its unique flavor and various sized have appealed to the demands of most Nigerian families.
The noodle brand has won the Superbrand award for 3 different years (2007, 2010 and 2012). In 2006, Nutrition Society of Nigeria (NSN) issued a Certificate of Endorsement for Indomie Dishes at the 37th Annual Conference and Scientific Meeting; making it the first time NSN endorsed any Noodles brand in Nigeria.