Supreme Semolina has announced the appointment of food content creator Ify Mogekwu as its new brand ambassador, in a move aimed at deepening the brand’s engagement with Nigerian households.

The announcement was made at the company’s Tin Can facility in Apapa, Lagos, where Mogekwu was unveiled as the new face of the semolina brand.

Speaking at the event, Vice President and Business Head at CFM, Siddharth Suri, said the partnership is part of a broader effort to connect more directly with consumers by working with personalities who reflect authenticity and creativity in everyday Nigerian cooking.

“We are thrilled to welcome Ify Mogekwu as the face of Supreme Semolina,” Suri said. “Her deep-rooted love for authentic cooking and her strong connection with the food community enable us to engage with consumers in truly meaningful ways.”

Mogekwu, popularly known for her food platform Ify’s Kitchen, has built a reputation for simple but innovative recipes that resonate with families across Nigeria. Earlier in the year, she became one of the first Nigerian creators to speak at the Cannes Lions International Festival, where she gained global recognition for her storytelling and creativity.

Reflecting on her new role, Mogekwu said the partnership was an opportunity to continue championing food traditions while also inspiring Nigerians to embrace new ways of cooking.

“Food is at the heart of every family, and Supreme Semolina has been part of that story for years. This collaboration is about celebrating our traditions while encouraging creativity in the kitchen,” she said.

Since entering the Nigerian market in 2004, Supreme Semolina has positioned itself as a staple for family meals. The company said the new partnership coincides with ongoing product improvements, including enhanced fortification and updated packaging, to meet changing consumer expectations.

Industry observers note that food brands in Nigeria are increasingly working with influencers and creators to stay connected to consumers amid growing competition in the staple food market. Supreme Semolina’s decision to partner with Mogekwu reflects this wider trend of using trusted voices to reinforce brand identity and loyalty.