06/04/2025 | Press release | Distributed by Public on 06/04/2025 08:33
This year marks 10 years since Kellanova entered a joint venture with Tolaram - a decade of partnership and shared success, which has grown into a powerful alliance positioning us as a key player in Africa's largest and fast-growing markets.
Tolaram leads Africa's noodles category, and our partnership has played a pivotal role in driving this success across Africa. Through our shared purpose, product innovation and strong supply chain, this collaboration continues to set the pace for our continued growth and success in the food industry. The last 10 years have been nothing short of transformative.
"Celebrating a decade of partnership with Tolaram is a proud milestone for Kellanova. Africa - the land of vibrant communities, resilience and potential - is an important growth engine for us, and the joint venture has enabled us to meet the evolving needs of consumers, operate efficiently and scale rapidly across the region and beyond." - Shumit Kapoor, President, Kellanova AMEA.
"Kellanova stands as a truly exceptional joint venture partner for Tolaram in Africa and beyond, united by our shared values and vision. Kellanova's commitment to the power of localization elevates our partnership to new heights, driving transformative growth. We are thrilled about the decades ahead, confident that our collective efforts, agility, and mutual dedication will fuel remarkable success" - Haresh Aswani, CEO, Tolaram.
We have unlocked many opportunities through the Kellogg Tolaram joint venture including successfully launching Kellogg's Noodles in South Africa, Egypt and Saudi Arabia. Our innovative, locally relevant campaigns have helped us become a leading noodles brand across these markets.
In Nigeria, our Tolaram partnership extends across manufacturing and distribution through our acquisition of a stake in Dufil - the leading instant noodles manufacturer in the country, and Multipro - the country's largest distributor of consumer packed goods - providing us with distribution capabilities and best-in-class reach across retail outlets locally. The partnership has been pivotal to our success in the country, where we strengthened the distribution of consumer-packaged goods and drove impressive category and market share growth through innovation. The heart of our success in Nigeria revolves around our focus on the growing demand for noodles - a staple product in West Africa.
Beyond Nigeria, this successful playbook has been deployed to other markets like Egypt and South Africa, where we have been expanding our noodles footprint to become significant competitors in the sector. Since launching our noodles portfolio in 2017 in South Africa, Kellogg's Noodles has become the leading noodles brand in the country, while simultaneously driving category growth. We have seen similar success in Egypt where our noodles were launched in 2018 and has grown to become the No. 2 in the market.
Throughout the years, we've established three factories across the continent, including two state-of-the-art facilities in Egypt and Eswatini, bringing nourishing noodles into everyday households. In Nigeria, we've launched our first cereal factory in Lagos - introducing great-tasting, locally inspired cereals loved by families. This highlights our ability to replicate successful strategies across diverse markets, leveraging on brand strength and market intelligence.
With a strong presence in Africa's largest markets, we continue to invest in innovation and operational capability to drive sustained growth. As we tap into new opportunities and potential markets, our prospects in Africa look promising. By expanding our product offerings and enhancing our vertical integration, we are poised to maintain our leadership in the dynamic African market.