By CHIKA IZUORA, Lagos
For any company to attain market leadership in its sector of the economy, it must put innovation at the forefront of its positioning strategy, beliefs and culture.
Innovation is linked to positive changes in efficiency, productivity, quality, competitiveness and market share. One company that has put innovation constantly at the heart of its philosophy is Chi Limited, Nigeria’s market leader in fruit juices and dairy products. So it was no surprise recently when Chi Limited was recognized as the ‘’Most Innovative Fast Moving Consumer Goods (FMCG) Company’’ at the Businessday Top 25 Most Innovative companies and Institutions in Nigeria Awards 2017.
Chi Limited came out tops in a fiercely competitive category that included other major FMCG companies like AJE, makers of BIG Cola andDufil foods, makers of IndomieInstant Noodles.
According to the Businessdayaward committee, ‘Chi Limited’svisionary stride in innovating and launching a portfolio of new and existing brands into the consumer market including Chivita 100%, Chivita Active Vegetable & Fruit Nectar, Happy Hour by ChivitaFruit Drink, Hollandia Evaporated Milk, Hollandia Yoghurt and others provide ground-breaking innovations that have resulted, in no small measure, in making commercial and socio-economic impact, as well as value creation for clients and consumers’
Offering high quality products, Chi Limited is the first company to launch major mass market ready to drink products in aseptic sachet packaging in West Africa. Its flagship brand, Chivita 100 per cent is the only locally produced 100 per cent fruit juice made from real natural fruits with no added sugar, no artificial colours and no preservatives. Chivita Active Vegetable and Fruit is an innovative product that offers consumers in Nigeria for the first time, choices in fruit juices made from the goodness of vegetable with the lip smacking goodness of fruit.
While Chi Exotic Nectar is the definitive standard in its category in terms of its unique fruit mixes and taste offerings.
Happy Hour by Chivita is rated the fastest growing juice brand with innovative variants that keeps consumers refreshed. Hollandia Yoghurt’s constant innovation, a peculiar rich mouth feel, variety of flavours and healthy goodness, has seen it rise to become the generic name for drinking Yoghurts amongst consumers, while Hollandia Evaporated Milk is the first Nigerian Milk brand to be packaged in aseptic packaging, which is renowned globally as a benchmark for quality.It is one of the most admired and innovative offerings in its category. These brands have also built enduring consumer loyalty through their impressive array of variants and market promotions.