How Kuli-kuli Should be Packaged and Branded - CALIPHATE MEDIA

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Thursday, 23 November 2017

How Kuli-kuli Should be Packaged and Branded

How Kuli-kuli Should be Packaged and Branded

Kuli-kuli is a popular snack in Nigeria, Benin, northern Cameroon, Ghana and southern Niger. It is primarily made from groundnut: groundnuts are roasted and then milled into paste. The paste is stripped of oil and made into the desired shape. It is then fried with the oil removed in the process until it hardens.
Kuli-kuli is seen as a by-product of groundnut oil production and most of the kuli-kuli in the market are made mainly by elderly women manually. Young people shy away from the business because the process of making it is still not mechanized. Presently, the Federal Institute of Industrial Research, Oshodi (FIIRO) is changing this. The organisation has designed a mechanized production process and machines for Kuli-kuli production.

How kuli-kuli is sold in the market

Kuli-kuli: most of the kuli-kuli in the market are sold without any form of packaging. image credit: Own work,
The next downside in Kuli-kuli business is poor packaging and branding. Poor packaging and branding has always been an issue in local foods and drinks businesses in west Africa. Most of the kuli-kuli in the market are sold without any form of packaging. They are exposed to air and everything around. With a huge market opportunity of about 243 million potential customers, anyone would expect more investment in this snack.

Some Commendable Improvements in Kuli-kuli Packaging

Packaged kuli-kulu with brand name in transparent sachets and plastic cans. Image credit: Nairaland, Kadun liadi’s blog, Conzee Space
Unlike most local African food, kuli-kuli has a long shelf life even without preservative. This makes it easy to package. Some young entrepreneurs are making commendable efforts to add value to the kuli-kuli in the market by making them more presentable. They package the kuli-kuli in transparent sachets or plastic cans and add their brand name. This is an improvement and their products are far better than what we regularly see in the markets. With these level of packaging, some modern stores and supermarkets may consider having these products on their shelves.

How kuli-kuli should be sold

To have a world-class product and to have a brand of kuli-kuli that can be sold in supermarkets across Africa, the kuli-kuli in our markets must be improved. There need to be improvement in its smell, taste and presentation. It has to have a standard packaging that will also improve its shelf life.
Kuli-kuli should be packaged in small, shiny and colourful fancy-sachets just like biscuits. Image credit: Elliotts of Oxford.

In my opinion, first, Kuli-kuli should not be produced as a by-product of oil but instead should be the main product of the production process. Kuli-kuli should be made to look like biscuit. It should be neatly and finely shaped (flat and round). It should be flavored and sweetened. Kuli-kuli should be packaged in small, shiny and colorful sachets just like biscuits.  It should be sold also in small packs for affordability. I believe any entrepreneur with a sound business model and kuli-kuli product with these improvements can dominate West African market 


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