DANGOTE Flour has launch new improved pasta products called‘Ecccellente, in effort to grow its market equity in Africa. The re-vamped pasta is expected to reduce the dependency on rice consumption by Nigerians.
Speaking at the grand customer launch event in Kano on Tuesday, Executive Director, Sales and Marketing, Halima Dangote, said the improved products will delight consumers and distributors as it comes with a new taste and new pack. She said the re-brand followed research by the company which indicated that the customers and consumers will prefer improved non-sticky pasta. Halima said: “It’s new improved pasta with durum wheat. We did a lot of tests and research and it took us six to eight months to get the right combination in order to give consumers quality pasta with the best taste. Despite being an indigenous product, it can compete favourably with imported pasta”. Halima said that the products have started to gain acceptability given the large turn-out of people at the re-launch. She said it was an honour to be at the unveiling of the new products and marketing campaign, adding, “I cannot emphasize enough that our goal is to ensure that we produce the best product that will delight you, our distributors, wholesalers and retailers.

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