Yumvita takes off in the DRC, Ghana and Angola
YUMVITA is an instant baby cereal containing milk and sugar suitable for infants over 6 months old as well as the whole family. It is hydrolyzed making it easier for small children to digest and contains omega 3 (DHA) which promotes healthy brain development.
The brand has been very well accepted by consumers (both adults and kids alike) who appreciate its familiar taste and texture, quality packaging and competitive pricing.
An important research insight from Ghana was that baby cereals are consumed by the whole family at all times of the day and not just by babies.
Sales and distribution has started off with a “thin and wide” strategy to achieve approximately 60% distribution cover in a relatively short period.
This has been backed in Ghana, Angola and the DRC with specialist sales teams calling on both existing milk powder customers and identifying new channels suited to baby cereals.
In addition dedicated salesmen also call on formal supermarkets and pharmacies to concentrate on selling the larger 400g tins.
Marketing support has included extensive market sampling and merchandising combined with impactful outdoor billboards, assorted POS materials and branded vehicles. A TV and radio campaign is currently being developed to be flighted once adequate distribution has been achieved in the second quarter.
After breast-feeding, BRIELLA YUMVITA is the ideal complete meal for the whole family to have any time of the day. Its special instant 3-in-1 formula provides both energy and vitality. It contains 13 added vitamins and 5 minerals to help boost your body’s immune system and keep you healthy.
Available in both 50g pouches as well as 400g tins, YUMVITA is instant and there is no need for cooking. Just add 150ml cold (previously boiled) water to the 50g serving and mix in a bowl to a smooth texture.
Manufacturing (blending and packing) takes place in Accra and Maldapack.