Power Oil has made a significant stride in promoting healthy living in Nigeria with its Certified Healthy, Certified Fit agenda. This innovative initiative aims to connect the importance of nutrition in the kitchen with the everyday physicality of Nigerian life, emphasizing a holistic approach to well-being.
In a recent statement, the brand revealed a strategic shift in the cooking oil industry. Power Oil is moving away from the traditional competition solely based on price and taste, focusing instead on lifestyle relevance. The goal is to position food as a crucial aspect of healthcare and personal wellness, particularly targeting urban millennials and Gen Z. This generation is increasingly concerned about their health and fitness, and Power Oil seeks to resonate with these values.
Power Oil is cleverly leveraging its partnership with the popular reality show Big Brother Naija to further bridge the gap between nutrition and movement, an ambitious yet unique approach tailored for the Nigerian context. With flagship products like Power Oil Lite, which aims to inspire everyday healthy choices, and Power Oil Vegetable, which supports the well-being of the wider family, the brand is positioning itself as an enabler of a healthier lifestyle.
According to Roland Akpe, the Marketing Manager of the Oils and Fats Portfolio at Tolaram, Power Oil’s strategy is rooted in understanding the cultural dynamics and health needs of Nigerian consumers. This cultural relevance is pivotal in distinguishing Power Oil from its competitors, ensuring that it resonates well with the target audience.
Akpe elaborated, “What sets this approach apart is the way Power Oil fuses cultural relevance with wellness platforms, rooted in a deep understanding of Nigerian consumers’ needs.” This fusion is reflected in their various initiatives designed to promote healthier choices and lifestyles.
In 2024 alone, Power Oil has reached over 72,000 Nigerians through fitness-driven campaigns, nutrition education programs, and health camps. This commitment underscores the brand’s aspiration to be more than just a culinary ingredient, but a catalyst for broader lifestyle changes. Furthermore, their collaboration with the Kanu Heart Foundation, which facilitated three heart surgeries last year, highlights their advocacy in serious health matters, reaffirming their role in promoting heart health among Nigerian consumers.
What particularly sets Power Oil apart in the marketplace is its dual badge of approval, both as a provider of Certified Healthy meals and an advocate for Certified Fit lifestyles. This duality is a testament to the brand’s commitment to quality and nutritional integrity, addressing the various dimensions of health and well-being in everyday life.
Akpe emphasized that Power Oil’s initiatives are a reflection of its genuine care for the heart health of Nigerians. With carefully crafted products that prioritize health and nutrition, the brand aims to inspire consumers to make informed choices from the kitchen to their daily lives.