Unimer Group SA, Morocco & Ekulo International Ltd Reposition Canned Titus Sardines

Unimer Group SA, Morocco & Ekulo International Ltd Reposition Canned Titus Sardines

~ By Ingram Osigwe


In the Nigerian canned fish market for over 80 years now, the Titus Sardines brand is set to have its superiority over other brands further strengthened and refocused. Makers of the Titus Sardines brand, UNIMER GROUP SA, Morocco in partnership with Nigeria’s foremost consumer goods manufacture and distribution giant, Ekulo International Limited will on Tuesday, August 27, 2013 at Sheraton Hotels and Towers Lagos unveil new marketing strategies to further promote the brand.


The doyen of canned Sardines consumed in Nigeria, Titus Sardines is manufactured by UNIMER GROUP SA MOROCCO and currently marketed in Nigeria by Ekulo International Ltd. Essentially, UNIVER GROUP SA MOROCCO and Ekulo Group are primed at maintaining their commitment to injecting variety into the Nigerian market to sustain consumers’ ability to make choices out of many available brands. By unveiling new marketing strategies for canned Titus Sardines, the two companies are also irrevocably committed to ensuring that Nigerian consumers are provided with the best brands available all over the world.


According to the Marketing Manager of Ekulo Group, Emeka Oramadike, the aim of the new strategies is to re-focus the brand’s number position in the market in terms of quality, taste and nutritional value derivable from consuming it. “Titus is a premium brand of Sardines which has been trusted for generations all over the world. It enjoys the pedigree of being around for over 80 years and is known for its high quality, great taste, aroma and nutritional values. It is rich in Protein, Vitamin D, Vitamin B12 and contains heart-friendly oils”, Oramadike said.


A handy item for consumers who need fish to quickly fix a meal, Oramadike says Titus canned Sardines are conveniently within reach and can be used to prepare different dishes. “Titus canned Sardines can also be used with bread as sandwich and also comes in handy in preparing small chops such as fish rolls. It is also excellent for rice, spaghetti, yam and host other dishes to which it adds great taste and flavour”, he maintained.


Ahead the unveiling of new strategies for the brand, the global marketing Director of UNIMER GROUP SA, MOROCCO, Mohammed Edderkaoui says with a good business partner like Ekulo, Nigerians are assured of constant supply of premium Titus Sardines brand. Edderkaoui Explained that canned Titus Sardines have huge brand integrity and having been around for almost hundred years and also available all over the world. To ensure that the brand is etched permanently on the consciousness of consumers, DP partnership + Draft FCB Africa Ltd, one of Nigeria’s major players in the advertising industry has the mandate of the brand owners to create world class marketing strategies to drive Titus Sardines. Essentially, the new strategies for marketing Titus canned Sardines is being driven by comprehensive holistic platforms, including television, radio jingle, outdoor, social media advertising among others.


Titus Sardines represent an invaluable source of fish protein and will go a long way in helping to balance the nutrition need of Nigerians. The Food and Agricultural Organisation (FAO) some years back estimated that animal protein consumption of Nigerians was only two percent of the recommended level. Canned Titus Sardines are rich in fish protein with many advantages over meat and other sources. This is largely because, according to the FAO, fishes are more affordable, more digestible and nutritious. Titus Sardines contain more Lysine and essential Amino Acids than meat and are devoid of Cholesterol.


Protein from Titus canned Sardines is 70 percent assimilated through the human alimentary Channel, compared to less than 15 percent of meat and less than 10 percent for vegetable proteins. Researchers are of the view that regular consumption of Titus canned Sardines may reduce the risk of diseases ranging from childhood asthma to prostate cancer. The product is low in fat, high in protein and an excellent source of Omega 3 fatty acids.


In fact the Omega 3 fatty acids in Titus canned Sardines may reduce the risk of many types of cancers by 30 to 50 percent, especially of the oral cavity, esophagus, colon, breast and ovary. Health and nutrition experts also credit canned Titus Sardines with efficacy in reducing the risk of heart diseases and stroke by reducing blood clots and inflammation, improving blood vessel elasticity, lowering blood pressure, lowering blood fats and boosting good cholesterol.


Breast feeding and expectant mothers who develop the habit of consuming canned Titus Sardines reap the benefit in the mould of giving birth to babies with bright eyesights. In the case of pregnant women, experts say intake of canned Titus Sardines hugely helps reducing the risk of having premature babies.


Ekulo International says in re-invigorating the marketing strategies of the brand, it aims to resuscitate the menus of Nigerian home makers across all the economic strata and also to boost the protein intake of the populace without necessarily digging a hole in the pockets of Nigerians as canned
... Life is better with TITUS!


Media Consultant:
Mr. Ingram Adichie Osigwe
MD/CEO, Fullpage International Communications Limited.

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