By Tosin Ayinde

The competition in the seasoning market, healthy though, has become more competitive than ever before. Over the years, the major players in that segment have offered various value propositions while also introducing niche brands into the segments of the market, and in so doing, widening their market share and upping their competitive edge.

For many years, these top three brands: Knorr, Maggi Star and Tasty Cubes had a monopolistic grip of the seasoning market which some brands have survived while some others have bitten the dust. A survey conducted by one of Africa’s leading investment banking companies reveals that Knorr was the most expensive and the most patronised, selling at ₦‎550, while Maggi Star, from the stable of Nestle Foods, and Tasty Cubes were sold for ₦‎450 per pack respectively. It further reveals that other seasoning brands trailing the SUPER THREE brands like Royco sells at ₦‎400, Doyin @₦‎400, Onga @₦‎250, Suppy @₦‎400, Mr.Chef @₦‎300, and Ric Giko @₦‎350. In fact, the seasoning sector, according to BGL was estimated at ₦‎14.7 trillion, with total national demand for various types of food condiments and seasonings at 5,475 tonnes per annum.

The survey also reveals that over 60 percent of consumers, then, preferred Knorr Cube as their number one seasoning flavour. But the game seems to be changing with the influx of new entrants jostling for a prime place in the consumers’ mind. Also, changes in consumer income, taste, and exposure have also had mixed impact on consumer preferences. Notably, the entry of new brands, in the last few years, has undoubtedly played a vital role in changes in consumer preferences. A new seasoning brand that stands out is Terra Jollof Cube, a complete jollof experience seasoning cube, manufactured by TGI Group.

Since its entry into the market, Terra Jollof Cube has been extolled by consumers for its game-changing move to complement the preparation of Jollof rice in Nigeria. Before now, chefs, caterers and homemakers have had to make do with a host of spices, complicated recipes and cooking methods in an attempt to achieve the desired tastes they craved for in Jollof rice.

Along with its promise of an extraordinary jollof experience, Terra Jollof Cubes is packed with a unique mix of traditional ingredients like pepper, thyme, turmeric and garlic among others in a single cube to deliver that bottom pot Jollof taste that stands out in a competitive marketplace.

A cross-section of chefs, caterers and homemakers who offered their perspectives confirmed that Terra Jollof Cubes has not only further simplified the process of preparing Jollof rice with its exciting combination of traditional spices in a cube, but has greatly improved their jollof rice aroma and taste.

There are no stereotypical ways of making jollof rice but you cannot miss the unique and irresistible bottom-pot taste and aroma that comes out when you add cubes of Terra Jollof Cubes.

Mrs. Eunice Udoma, a housewife and mother of three who lives in Agege area of Lagos State said while there are several ways of preparing Jollof rice, however, everyone agrees on its end point – a great extraordinary taste and flavour. She said, “I have always sought to achieve that extraordinary bottom pot taste of jollof rice I eat at some parties at home. I always get close to achieving it but never spot on. My friend at work introduced Terra Jollof Cubes to me and since my first try, I have never missed having a pack of Terra Jollof Cubes in my kitchen cabinet.”

“Addition of Terra Jollof Cube to my pot of Jollof rice has added a remarkable taste to my jollof, leaving my family with smiling faces of satisfaction and with no single grain left on the plate,” said Mrs. Udoma.

Deepanjan Roy, Group Executive Director, TGI said that the company is delighted with the positive feedback and is confident that Terra Jollof Cubes is achieving its objective of elevating the taste and aroma of Jollof rice across homes, restaurants and in celebratory occasions.

“We saw a vacuum in the area of giving our consumers a seasoning cube that is tailor-made for their jollof rice cooking, and we went ahead to fill it,” he said.

Probal Bhattacharya, Chief Marketing Officer, TGI Group, also stressed that Terra Jollof Cubes symbolises the understanding of what consumers value in their tasty, bottom-pot, flavourful jollof rice.

“We developed Terra Jollof Cubes after years of in-depth research, studying and understanding the consumers’ palate and taste preferences in various regions as well as their ways and patterns of cooking Jollof rice. We unearthed rich insights from these studies that guided us in developing the very special recipe for Terra Jollof Cube that is now being so widely appreciated by consumers”

“As the word of its unique impact in making Jollof so special spreads, we know more and more consumers would include Terra Jollof Cubes in their pot of Jollof rice to achieve that extraordinary Jollof experience” he noted

Terra Seasoning Cubes are made up of wholesome, carefully sourced essential ingredients specially designed to meet the discerning Nigerian consumers’ needs in every meal, offering great taste, flavour and aroma for that unique cuisine experience. Every meal cooked with Terra guarantees an enjoyable meal and a rich signature homemade taste experience. Available in Beef, Chicken, Shrimp and Jollof flavours, in various consumer-friendly pack sizes, nationwide.

Interestingly, the ripples caused by the entry of Terra Jollof Cubes into the seasoning market, coupled with the fact that it is now the consumers’ preferred choice, it appears it’s a new dawn in the seasoning market. 

Tosin Ayinde is the managing editor of meiza.ng 

Meiza Nigeria