Power Oil has introduced a new consumer health framework tagged Certified Healthy, Certified Fit, aimed at shifting the cooking oil category from commoditised transactions to to lifestyle relevance in Nigeria’s health-conscious market.
The company state that with urban millennials and Gen Z increasingly redefining food as a key part of healthcare and lifestyle, the brand is repositioning its products as enablers of wellness and everyday fitness.
The company also noted that through its partnership with Big Brother Naija, the brand is linking its nutritional positioning with active lifestyles, from walking long distances and dancing to chasing fitness goals.
The company stated that it is building a lifestyle ecosystem where Power Oil Lite is being maeketed as an everyday inspiration for healthier living, while Power Oil Vegetable continues to support wider family wellbeing.
The Marketing Manager, Oils and Fats Portfolio at Tolaram, Roland Akpe, said the approach is built on cultural relevance and consumer insight. He said what sets this approach apart is the way the company fuses cultural relevance with wellness platforms, rooted in a deep understanding of Nigerian consumers’ needs.
From fitness-driven campaigns, nutrition education, and health camps that touched over 72,000 Nigerians in 2024, to life-changing advocacy with the Kanu Heart Foundation that enabled three heart surgeries last year, Power Oil has, for 13 years, consistently gone beyond being a cooking companion to becoming a true lifestyle catalyst, inspiring healthier choices from the kitchen to the streets and even the boardroom,” he stated.
According to the company, it remains the only brand offering consumers a dual badge of approval through Certified Healthy meals and Certified Fit lifestyles, positioning it as both a health advocate and lifestyle partner.
Industry analysts say the move underscores how fast-moving consumer goods (FMCG) brands are adapting to changing consumer expectations by embedding wellness and meaning into everyday choices.
