The race to milk consumption in Nigeria has over the years resulted in a significant increase in the number milk brands in Nigeria. So the category is brimming with dairy products all staking a claim to offering wholesome vitamins and minerals needed for healthy living. But the drive to get more Nigerians to consume milk suffered a huge setback as the country slipped into economic recession in 2016.
The recession resulted in loss of jobs or slash in personal income, rise in inflation and this had a severe effect on the purchasing power of consumers. Many of them in a bid to survive the harsh climate, down traded from their preferred dairy brands to cheaper option or even exit the dairy category completely. This apparently opened the consumers to health risk, and exposed a huge consumption gap in the segment.
Three Crowns Milk recently stepped in to fill that gap with the launch of an extension called Three Crowns Evaporated Creamer. The brand is a bridge between the high quality offering of the premium category and the affordability that the mass-market segment offers. With just N120, low end consumers can now enjoy the delicious and taste of a top milk brand, without leaving a hole in their pockets. More so, families who could no longer afford to buy milk due to the economic situation and high cost of the regular milk products can now return to a regular dairy consumption habit.
Three Crowns Creamer was first unveiled to Nigerian consumer on March 13, 2018. And to Friesland Campina, it is a reflection of how much the company’s loyalty to the Nigerian consumer. Speaking at the product launch in Lagos, Mr. Ben Langat, Managing Director, Frieslandcampina Wamco Nigeria Plc, reiterated the company’s commitment to continue to nourish Nigerians with quality and unrivaled nutrition.
He said Three Crowns had been at the forefront of nourishing and providing quality diary nutrition for mothers and their families. “Three Crowns is the first milk brand to show care for mothers and acknowledge the important role they play in the family. The brand recognises that when mothers, socially believed to be our primary care takers, are themselves taken care of, this directly and positively impacts the care they give to their families.”
His sentiment was reiterated by Omolara Banjoko, Senior Brand Manager, Three Crowns, who said the new product was very smooth and tasty, adding that “once you put a little drop into your cup of tea, you get a perfect white and a perfect taste.”
At the onset of the launch there have been few questions, with people wanting to know if there was any difference between Three Crowns Milk and Three Crowns Creamer. But such inquisition quickly vanished when consumers began to use the Creamer, and notice that it is not just more affordable at N120, but it whitens tea faster.
“My tea and coffee gets whiter with just a few drops and it also let out that rich taste that my children love. And to cap it up it is very pocket friendly,” Fatima Adeleye a Lagos based teacher said.
According to Chuka Anyanwu, trader in Lagos, Three Crowns Creamer provides a realistic alternative for consumers that care about eating healthy but worry about the high cost of milk. “If you manage very well, you can actually afford to nourish your family with the goodness of milk, no matter your social status. After all, it’s just N120 and anybody I’m sure can afford that,” Anyanwu said.
Some analysts have said Three Crowns Creamer could not have come at a better time because, even though the economy is technically out of recession, many families are still shackled by the double digit inflation rate. So, the post-recession consumers are more careful about what they spend their money on. “So a brand like Three Crowns Creamer is sure to win because it brings value to the table at a more affordable price, Ganiyu Olowu a Lagos based brand analyst said.