To increase its market share, Dansa Foods Limited, a subsidiary of the Dangote Group, makers of Dansa fruit juice, in partnership with Tetra Pak Nigeria, said it’s deploying an avalanche of direct marketing personnel to entrench its presence in the market, via its Project Hydra initiative.

To carry out the onslaught is the engagement of over 1,000 youths who will deploy the Project Hydra initiative with the help of tricycles.

Mr. George Eremionkhale, Managing Director of Dansa Foods, who disclosed this while flagging off the project, said the programme is meant to engage young people and also teach them ways of life, using Dansa as a platform to achieve their objective, as well as raise the position of the product in the market.

Eremionkhale explained that the young people that would be engaged in the project will make the company’s products available in the market places in order to satisfy their consumers, while adding that the company’s products have been described as one of the leading brands in the juice market.

Corroborating Eremionkhale’s, Mrs. Joy Ogunleye, Project Manager, Retail & Channel, Tetra Pak, stated that Tetra Pak decided to partner with Dansa Foods on the project as a result of its good quality products and the good cordial working relationship that exists between the two companies over the years.

According to her, “the Hydra project is aimed at achieving two objectives. Apart from creating awareness about Dansa’s products which would be achieved through marketing and distribution of its well packaged and quality juice, it is an avenue to create employment for the teeming Nigerian youths on the street.” She noted that the products will also be made available and at affordable prices to the consumers.

She said that for easier distribution of Dansa products across the state, tricycles have been made available for the brand ambassadors to reach consumers and retailers in all nooks and crannies of the state.