By Folorunsho Olumuyiwa

In response to growing consumer demand for healthier lifestyle choices, Power Oil has unveiled a new health-focused initiative tagged “Certified Healthy, Certified Fit.” The move, according to the company, is aimed at redefining leadership in Nigeria’s cooking oil sector by linking nutrition with fitness and wellness.

For years, consumer choices in the category have largely been shaped by price and taste. But with urban millennials and Gen Z increasingly associating food with healthcare and lifestyle, brands are being compelled to adapt.

The initiative was formally introduced as part of Power Oil’s broader campaign to align its products with everyday Nigerian realities, from nutrition in the kitchen to physical activity such as walking, dancing, or pursuing fitness goals.

Roland Akpe, Marketing Manager for Tolaram’s Oils and Fats portfolio, said the agenda was designed to address cultural and health needs beyond conventional cooking use. “From fitness-driven campaigns, nutrition education, and health camps that touched over 72,000 Nigerians in 2024, to life-changing advocacy with the Kanu Heart Foundation that enabled three heart surgeries last year, Power Oil has consistently gone beyond being a cooking companion to promoting healthier lifestyles,” he stated.

Industry observers note that the launch reflects a wider shift in fast-moving consumer goods (FMCG) where brands are seeking relevance through wellness and lifestyle positioning rather than commodity competition.

The company, which has operated in Nigeria for over a decade, said the framework offers a dual layer of consumer engagement: ensuring healthy meals at home while promoting fitness as part of daily living.

With Nigeria facing rising cases of lifestyle-related diseases, health experts say such initiatives could help raise awareness and encourage better choices among consumers. However, some analysts argue that the test will lie in how far such efforts translate into sustained behavioural change across households.