The Kasapreko Company Limited, producer of the multiple awards-winning medicinal alcoholic beverage, Alomo Bitters has said its strategic efforts aimed at helping consumers to differentiate the authentic Alomo Bitters easily was the reason for the introduction of hologram on its seal cap bottles.
Speaking at the unveiling of the new look Alomo Bitters in Lagos, the Managing Director, Kasapreko Company Nigeria Limited, Mr. Kojo Nunoo said the introduction of hologram seal on the caps is one of the initiatives by the company to checkmate criminal faking of Alomo Bitters by unscrupulous profiteers and to protect consumers against the consumption of substandard bitters products, which endanger human life.
According to Nunoo, with the introduction of the more fortified new hologram seal caps, lovers of Alomo Bitters can now continue to enjoy their favourite medicinal herbal drink that comes in the 75 centilitre glass and 200 milimetre pet bottles.
The Hologram seal is a silver-like shining seal, which is similar to that found on the non-polymer Nigerian Naira notes, and it has been strategically positioned on the cap of every bottle of Alomo Bitters for easy identifi cation of the authentic bitters brand as against the imitation.
The refreshed packaging for Alomo Bitters, according to him, is also aimed at empowering consumers to have access to genuine Alomo Bitters at all times adding that it further demonstrated the company’s care for the consumers and their safety.
“This initiative is a security standard for global brands, and essentially it is meant to ensure clear brand differentiation and to highlight the unique features that distinguish Alomo Bitters from the imitated version and other substandard bitters products in the market,” Nunoo said.
He added, ‘‘criminal faking of the original Alomo Bitters has been a major challenge we face in Nigeria. As a company that places priority on the wellbeing of our consumers, this bothers us a lot. Hence, the launch of the new hologram is aimed at helping the consumers identify the authentic Alomo Bitters when making purchase.’’
Buttressing the process involved in having the hologram security features on the caps of Alomo Bitters bottles, Nunoo said the company went as far as Germany and the United States to get reputable hologram seal companies to create the unique hologram for the brand.
“This is how much we value the wellbeing of our consumers,” he stressed.
The Head, Consumer Prospection Council (CPC), Lagos offi ce, Mr. Tam Tamunokombia commended Kasapreko Company Nigeria Limited for rising up to the challenge of protecting consumers of their product, Alomo Bitters.
“We congratulate Kasapreko for this effort because apart from protecting consumers this gesture would also check activities of counterfeiters which is defi nitely affecting the market share of the brand,” he said.
According to Tamunokombia, “CPC is charged by the federal government with the responsibility of attending to consumers complain and also protecting consumers from activities of importers and manufacturing of substandard products and counterfeiters of existing ones”.
Special Guest and Special Adviser (Commerce and Industry) to the Governor of Lagos State, Mr. Seye Oladejo, commended Kasapreko for taking another bold step in consumer protection, and said the dangers of consuming counterfeit and substandard products were numerous among which were ill health and loss of life.
“Protection is a mutual thing, while you are protecting the consumers; you also protect your investment from especially from undue legal actions.” He said.
However, Oladejo called on Kasapreko to fast track the process of establishing its manufacturing fi rm in Nigeria in order to create job for Nigerians.
“Since Alomo Bitters has a big market share in Nigeria, it is important to also start manufacturing the brand here in Nigeria. The Lagos State Government is developing large Agro – Industrial Parks in Imota, Ikorodu and Ilara, Igbonla Epe to provide the much needed support for companies like Kasapreko to manufacture here in Lagos.
“With the hologram seal now on the caps of Alomo Bitters, I am confi dent to state that consumers will not only continue to enjoy their favourite medicinal Alomo Bitters, but they will also remain healthy and safe,” he said.
Speaking on the rationale for the new Hologram seal, the Marketing Manager, Kasapreko Company Nigeria Limited, Mr. Peter Adegor, said the need to protect Alomo Bitters brand equity and to continue to guarantee consumer safety were paramount to the management of the company.
He informed that while between 2011 and 2012 Alomo Bitters accounted for about 80 per cent of the bitters market share, the position of the brand has been threatened by the devilish imitation of the original product which made it diffi cult for the consumers to distinguish their favourite Alomo Bitters from the fake.
“We need to exterminate this fear and reassure consumers that they can still enjoy their favourite Alomo Bitters. The launch of the hologram seal, therefore, speaks to our determination to make our consumers continue to live healthy and active lives by having access to genuine and authentic herbal drink they have always stayed with, which is Alomo Bitters,” Adegor said.
While the Alomo Bitters is available in 75 centilitre glass and 200 milimetre pet bottles, Kasapreko’s MD warned that any Alomo Bitters in 100 milimetre is obviously fake, as the company had deliberately avoided producing such to differentiate it from other inferior bitters in the market.