Despite being the largest market for Noddles in Africa, Nigeria is now 11th in Noddles consumption globally. But how?

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I still remember when the Indonesians first brought Noddles to Nigeria around 1996 and they were giving it for free to people to try and see if they will like it, over two containers were given out, they waited, and waited for feedbacks. Nigerians ate, enjoyed it, but forgot to give feedback. Until they started asking if they can get some more of that thing because the children seem to like it a lot.

Boom!....a niche market was born.

Interesting, that company today could be said to be a monopoly in Noddles manufacturing in Nigeria. When other companies such as Dangote Group and May & Baker saw that " market is moving" as Igbo people would describe it, they went into Noddles, but it was not like Indomie.

Today, Dufil Prima Foods, owners of Indomie have consolidated their dominance in Nigeria’s noodles market by acquiring the plants of Dangote Noodles Limited, a subsidiary of Dangote Flour Mills Plc. It paid $12.26 million which gave them ownership of Dangote noodles factories in Ikorodu, and in Calabar. Not done, they also acquired 100 per cent of Mimee Noddles, owned by May & Baker Nigeria Plc for N775 million.

Written by Kelechi Deca