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In a strategic move to expand market share and deepen customer loyalty, Dangote Industries Limited (DIL) and its subsidiaries are set to headline the 2025 Lagos International Trade Fair with a dynamic showcase of products and innovations, including the unveiling of new 100g sachet and 25kg sugar packs.
The 10-day fair will feature major subsidiaries such as Dangote Sugar, Dangote Petroleum Refinery, Dangote Packaging, NASCON Allied Industries Plc, Dangote Sinotruk, Dangote Fertiliser, Dangote Cement, and Gata Rice.
Highlighting this year’s participation, Dangote Sugar Refinery will officially unveil its new consumer-friendly 100g and 25kg sugar packs during the “Dangote Day” event on Wednesday, November 12. The 25kg launch coincides with Dangote Sugar’s 25th anniversary, symbolising the brand’s sustained leadership in Nigeria’s refined sugar market.
According to Anthony Chiejina, Group Chief Branding and Communications Officer, “This year marks 25 years of Dangote Sugar’s existence. A major overhaul of our Apapa Refinery is ongoing to better meet customer demands, sustain premium quality, and remain the preferred sugar brand for all stakeholders.”
Visitors to the Dangote Pavilion will enjoy discounted product prices and opportunities to register as distributors or retailers ahead of the festive season. Students visiting on designated days will also receive branded learning materials.
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Rilwan Yusuf, Head of Marketing Operations (Sales) at Dangote Sugar Refinery, said the new sugar packs were designed to address affordability and evolving consumer habits.
“The 100g and 25kg packs will attract new users from the unbranded segment and meet consumers’ affordability needs,” Yusuf explained. “They’ll also support small retailers and bakeries with flexible options for trade and gifting.”
He added that the new range would “drive visibility, market penetration, and reinforce Dangote Sugar’s position as the market leader in innovation and customer satisfaction.”
The group described the fair as an opportunity to strengthen trade relations and help distributors stock up for the Christmas season while giving consumers access to quality products at competitive prices.
