Upfield Foods, the largest plant-based consumer products company in the world and manufacturer of Blue Band, recently announced the launch of a new chilled product called Blue Band Gold in West Africa.
This launch follows a brand refresh for the Blue Band Original and Blue Band Spread-for-Bread variants, as well as the relaunch of Rama margarine which is sold in Francophone West Africa. Investment and innovation in the spreads portfolio has grown significantly since Upfield acquired the iconic brands.
Managing Director West Africa, Bamidele Moses Amao, shares more insights about the recent launches and the company’s portfolio strategy of producing great tasting, plant-based products for business growth now and in the future.
What inspired Upfield to launch Blue Band Gold into the West African market?
Consumers today are more experimental than ever, including in their food choices. They want more variety while still expecting products to deliver on taste and performance.
At Upfield, we take a keen interest in our consumers’ needs which is why we are proud to present a plant-based spread that does everything butter can do and has that delicious buttery taste. It also caters to consumers seeking for plant-based food alternatives due to the health and environmental benefits of this type of diet.
What makes Blue Band Gold different from other brands currently in the market and how can it be used?
Blue Band Gold is a creamy, buttery, plant-based, chilled spread that is ideal for baking, cooking and spreading. Upfield has launched Blue Band Gold as a premium, high quality, yet affordable product made from a nutritious blend of ingredients including quality plant oils.
It is naturally cholesterol free, enriched with vitamins and provides consumers with incredible creaminess, building on the excellent taste of the iconic Blue Band. The product is also packed in a unique packaging that is better for our planet.
Upfield has also recently relaunched the Blue Band Original and Blue Band Spread-for-Bread variants as well as the Rama brand for Francophone West Africa. Tell us more about these relaunches.
Innovation is an important part of our DNA at Upfield. With the same great taste and quality, the relaunched Blue Band Original and Blue Band Spread-for-Bread variants now come with a fresh new look and identity which reflects the importance of good nutrition for growing healthy and happy kids.
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For RAMA, we have improved the product to deliver optimal baking, cooking, and spreading. Over the years, we have provided Africa with great tasting products, and we intend to keep doing this for years to come.
What is the business outlook for margarines and plant-based spreads in West Africa over the short and medium term and how will Upfield leverage this?
Globally, Africa included, consumers are gaining an understanding of how plant-based foods contribute to good health and environmental sustainability. With this growing awareness, the business outlook continues to be positive.
The key to plant-based alternatives is quality products that are delicious and have the same performance as their dairy or meat counterparts so that consumers can make the swap in their recipes.
At Upfield, our purpose is to make people healthier and happier with great tasting, plant-based nutritious products that are better for you and for the planet. Plant-based spreads like Blue Band are tasty, affordable, and have built strong brand loyalty over more than 50 years in West Africa.
Encouraging people to go plant-based is not just good for our business but also important for improved health and managing climate change. As a company we intend to continue leading in this space.
Upfield is a global company with operations in over 95 countries. How is Upfield ensuring that the business is sustainable locally and impacting the communities in which it operates here in Ghana?
Interestingly, Upfield remains the only company manufacturing fat spreads locally in Ghana. Our nutritious products are proudly made in Ghana while leveraging the benefits of a global operation.
Most members of staff including the leadership team are Africans, creating jobs in the economy. We source a lot of our key ingredients including oils sustainably from Ghana; actively contributing to the local economy. We are also partnering with local academic, charity, NGO and SME organizations to improve the community.
What is the company’s plan for launching Blue Band Gold into other markets after Ghana? What should we expect next from Upfield?
The launch of Blue Band Gold is important for our portfolio in West Africa. Blue Band has been in the region for over 50 years and is the market leader in many markets including Ghana and Nigeria.
We are now introducing a product in the chilled spreads segment, presenting our consumers with a delicious, quality, and versatile product that is good for cooking, spreading, and baking. After Ghana, we plan to roll out Blue Band Gold in other West African countries and we hope our consumers in the region will make Blue Band Gold an essential part of their everyday diet.
