Nigeria’s leading biscuit company rebrands to capitalize on the global recognition of McVitie’s
The name change marks a significant milestone for the Nigerian company and signals a new era of opportunity for the country’s biscuit market.
By adopting the pladis branding, pladis Foods Nigeria benefits from a unified corporate identity, along with access to the global company’s vast resources, knowledge and innovative capabilities.
Named after the Pleiades constellation (a group of seven stars visible from anywhere on earth), pladis is owned by Yildiz Holding, one of EMEA’s largest food companies.
A&P Foods was a subsidiary of United Biscuits, which Yildiz acquired in 2014. pladis was founded two years later, following the amalgamation of United Biscuits, Ulker, Godiva Chocolatier and DeMet’s Candy Company to form one global biscuit and confectionery company.
Recognized around the world
Today, the UK-headquartered CPG major has a presence in 13 countries, including Nigeria, employing 16,000 people to produce and market brands like McVitie’s, Ukler, Carr’s, Jacobs and Go Ahead, which bring in annual revenues of around $3.5bn.
“We are delighted to align with the pladis corporate brand as it moves to make its name recognized all around the world,” said Abhishek Sharma, GM, pladis Foods Nigeria
“However, while our name may be changing, our dedication and commitment to unrivalled craftsmanship, excellence and growth in Nigeria remains the same.”
The Nigerian company will focus on driving the growth of the McVitie’s and Haansbro brands both at home and throughout Africa “through continuous innovation across product categories and segments,” added Sharma.
The change of name not only benefits the company’s operational procedures but also paves the way for a stronger corporate culture.
“The decision to move under the pladis name further underscores the company’s ambitions and commitment to innovation, building sustainable brands and creating happiness for all stakeholders in every marketplace,” said Dr Omotola Bamigbaiye-Elatuyi, marketing director of pladis Foods Nigeria.
Commitment and support
Coinciding with the rebrand was the opening of a corporate office in Lagos, signalling its commitment to strengthening its presence in Nigeria. The launch was attended by pladis executives from its Western Europe and Emerging Market (WEEM) regional team, further emphasizing the global network’s support for the Nigerian arm.
Legal director Chukwuemeka Ijei confirmed all regulatory obligations have been met, ensuring a smooth transition to the new name and brand identity.
