Indomie is an international noodle brand originally from Indonesia and now available in several countries including Nigeria.
Noodles was never a traditional Nigerian meal but Indomie has almost become a staple Nigerian food. In fact it has become a household name in the country.
Indomie instant noodles was first introduced in 1988 but fully came into Nigeria in 1995 when it opened its first production factory in Nigeria under Dufil Prima Foods.
It is the first instant noodles manufacturing plant in Nigeria.
Ever since then, it has been a success story for Dufil Prima, the Indonesian noodle company. The popular brand has the largest instant noodle manufacturing plant in Africa.
Earlier this year, Africa’s richest man, Aliko Dangote sold his subsidiary noodle facilities to the company.
For over 20 years in the Nigerian market, Indomie instant noodles has become the country’s favorite and leading noodle brand.
According to their website(2013):
“Currently, the brand accounts for approximately 74% market share in Nigeria, with an estimated annual growth of 40%. Until 2006,Indomie commanded 100% market share.”
Internationally, the brand is distributed in Australia, Asia, Africa, New Zealand, the United States, Canada and European and Middle Eastern countries.
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The noodles which is “synonymous with quality, taste and value” is so popular that noodles of various brands are unconsciously connoted as “Indomie” in Nigeria.
The love for indomie cuts across every age group especially the children who appear to be their key target group.
For their entertainment, the company has designed a TV animation series known as Indomitables.
Going beyond the promo animation series, the company is investing in the education sector of the country by handing out scholarships to winners of their promo game shows. This equally serves as part of their social responsibility.
The brand has efficiently made itself part and parcel of the Nigerian community.
Earlier in March for instance, the company launched the ‘Indomie Cash for Scholarship Promo’ which ran for a month.
Nigerian consumers were expected to cut out 18 letters from the noodle packs; and collecting them to complete the phrase, “Indomie Like No Other”. When completed the letters are taken to their designated redemption centres across the country. Lucky Nigerians won several prizes. N150, 000 scholarships were also handed out to lucky winners of the promo.
With regards to their independence day awards, Mr. Amber Yadav, Brand Manager, Indomie Instant Noodles, said:
“The cash for scholarship promo is borne out of Indomie’s desire to enable consumers achieve their dreams of a better life for tomorrow. Wole Soyinka, Chinua Achebe and Tafawa Balewa might not have achieved greatness without education and Indomie believes an educated person is better equipped to make better choices relating to quality of life and even brands they consume, such as Indomie.”
Students of higher learning have recently started benefiting from the company. No less than 12 postgraduate students from different Universities across the country won scholarships worth N450,000 each in the Indomie MSc Nutrition Scholarship Awards 2016.
Indomie is arguably the best noodles in the world at the moment.
The growing on-the-move syndrome in Nigeria has also made it a welcome quick-fix meal in the country.
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Nigerians love Indomie for its affordability and availability.
“Indomie’s unique aromatic flavor, affordability and availability render it simply irresistible to its numerous consumers. The love or the brand has been so widespread that Dufil Group, Manufacturers of Indomie were able to launch several unique and savory flavors within a period of 10 years.”
Every road side 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 is less expensive to procure than most staple foods especially at a time of economic instability and hardship.
Its unique flavor and various sizes have appealed to the demands of most Nigerian families.
The noodle brand has won the Super brand 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.
NOTE: For health concerns, it has been medically advised not to consume processed noodles regularly and without adding vegetables.
