By NKIRUKA NNOROM

The Managing Director, Dangote Pasta, Oladehinde Brown has expressed the readiness of his company to capture 65 percent of the Pasta market in the country, following the fortification of its product with new Vitamin and iron.

This fortification, already endorsed by the National Agency for Foods and Drug Administration (NAFDAC) and other relevant agencies, is the first in the industry.

Also, the leading foods manufacturing company, on Monday released a new media campaign to drive the marketing of the products.

Described as novel in the food and beverages industry, the new pasta products is enhanced with 10 vitamins and Iron, with the management saying it has successfully elevated its pasta products from the snack family to a whole family meal.

Brown, who made these disclosures in Lagos during the unveiling of the Television Commercials and Radio campaign for the products, said the development was the result of constant research into how to enrich the products and make a whole family meal rather than seeing pasta as a complimentary food.

He expressed the management satisfaction that it was the Dangote Pasta that blazed the trail in the food and beverages industry pointing out that no other pasta either macaroni or spaghetti produced by any of its competitors could boast of such nutrients as vitamins and iron.

“I make bold to say that as at today, its only Dangote spaghetti and macaroni that have been fortified with by vitamins and Iron which needed for children growth, strong bones and the need of the entire family for sound health.

“We are making Dangote Pasta a complete meal away from being a snack that is why we are adding the nutrients, we are fortifying it with 10 different vitams and this we have communicated well to the consumers through the macaroni and spaghetti packs. We are also backing up the campaign with the TVC you about to watch now”, he stated.

Despite the new nutrients added, Brown disclosed that Dangote Pasta Company has taken necessary care to ensure the products are appropriately priced, to pocket friendly and affordable.

Dangote Pasta, a subsidiary of Dangote Flour Plc and reputed to be the largest plant in Africa operates with eight lines with a combined production capacity in excess of 20 million tons per annum.

Brown stated that the national demand stood at 18 million tons per annum and that Dangote Pasta would churn out about 10 million tons this year leaving competitors to do the rest.