Strands of noodles have found their way to the ever-creative Nigerian culinary landscape. They came like a big bomb and we are all witnesses of a STRANDED domination of the lucrative food category.
Our supermarket shelves are getting saturated with several brands calling for the elusive attention of the consumers –at least for a one-time trial. Some analysts actually called this a quintessential noodles’ war!
You only need to visit open markets to get entangled or STRANDED in their overwhelming struggle for reckoning with the “powerful trade/channel members”.
Everyone seems to be at the mercies of these businessmen who are running fast to open a factory as a form of business diversification or maybe exploitation with minimal differentiation. Like a STRAND, we have been twisted and entangled as slaves to their whims and caprices.
I see a traditional bandwagon effect coming true, rather than a true cause to expand the market by “exploiting” the inherent desire of the noodle-crazy Nigerians for “the next level” meal . I see a STRANDED market looking for fresh direction in terms of idea extensions that leverage established usage behaviour and defined attitudinal posture to meal-times. I believe we need to dig deep into the fundamental insight driving Nigerians to try new taste and capture their urge to adopt food that align with their existing palate within a defined meal occasion.
It’s no gainsaying that this segment is due for augmented innovations in form and in function
Who will champion a true revolution in this market? Who will de-entangle us from these STRANDS and lead us to the next level of innovation as the BRAND indeed.