Olam Agri’s wheat-milling subsidiary, Crown Flour Mill (CFM) Limited, has unveiled two new products—Mama’s Choice Wheat Flour and Mama’s Pride Semolina—as part of its strategy to meet evolving consumer needs and strengthen its position in Nigeria’s food and agribusiness sector.
The products were unveiled during events held in Lagos on May 12 and 13, 2026, attracting distributors, dealers, bakers, confectioners and other stakeholders across the value chain, reflecting strong anticipation for the new offerings.
According to the company, Mama’s Choice Wheat Flour is formulated to deliver higher yields, lower oil absorption and finer, whiter finished products, helping users reduce production costs while improving profitability.
The Vitamin A-fortified flour is packaged in 50kg bags and is specifically designed for use in confectionery products and the household. Unlike the company’s Mama Gold Flour and Mixed & Bake Flour, which are primarily used for bread production, Mama’s Choice Wheat Flour was developed for confectioneries such as chin-chin, puff-puff, doughnuts, cakes and meat pies, as well as Gurasa, a popular local bread widely consumed in Kano and other parts of northwestern Nigeria.
The newly launched Mama’s Pride Semolina is a smooth, creamy-white, Vitamin A-fortified product. The company said its firm texture and fluffiness make it suitable for consumption at any time of the day, whether as a swallow served with local soups or as a nutritious staple for households.
Speaking at the unveiling, Managing Director of CFM, Nitin Mehta, said the launch demonstrates the company’s commitment to providing market-driven solutions while maintaining its leadership position in the industry.
“Our ambition is not only to remain a market leader but to continue setting the pace in quality, affordability and innovation within the segments in which we operate,” Mehta said.
He explained that both products were developed following extensive consumer research and engagement with shoppers, retailers, users and confectioners who demanded flour with better yield, lower oil absorption, whiter finished products and competitive pricing, as well as semolina with superior smoothness, firmness and colour.
“These products reflect our deep understanding of consumer preferences and our determination to support the growth of households, small businesses and confectioners with superior solutions that improve profitability and deliver excellent results,” he added.
Vice President and Business Unit Head (B2B), Abhishek Singh, noted that Olam Agri has emerged as a leading player in Nigeria’s bread flour market due to the confidence reposed in the company by its partners.
“Competition is not sleeping, and we must remain future-ready. We must continue evolving by delivering products that offer higher yields at lower costs while maintaining premium quality,” Singh said.
He described Mama’s Choice Wheat Flour and Mama’s Pride Semolina as the outcome of extensive efforts by the company’s teams and partners to develop products tailored to confectionery and household needs.
Also speaking, Vice President and Business Unit Head (B2C), Siddharth Suri, said Mama’s Pride Semolina was developed to compete directly with leading brands in the market.
According to him, extensive product testing and consumer evaluations confirmed the product’s superiority in colour, texture, consistency and post-cooking performance.
“We felt we needed a brand strong enough to lead our semolina portfolio. Mama’s Pride Semolina is smooth, fluffy and creamy-white, with a modern design that proudly reflects African identity,” Suri said.
He added that consumer research consistently ranked the product ahead of competing brands in quality, appearance, branding and overall cooking experience.
Country Head, Anil Nair, said the launch aligns with Olam Agri’s commitment to strengthening food security in Nigeria.
“The new product launch demonstrates our commitment to driving food security in Nigeria. We remain committed to enriching the country’s culinary experience through investments in rice, wheat, feed and poultry value chains, as well as processing facilities across the country,” Nair said.
Vice President, Commercial, Bolaji Anifowoshe, thanked dealers and business partners for their continued support, stressing that collaboration remains critical to sustaining growth in an increasingly competitive market.
Similarly, Head of Marketing, Bola Adeniji, said the products were developed after extensive consumer research identified clear gaps in the market.
“We are delighted to introduce solutions that directly address these needs, and we are confident they will quickly resonate with consumers and establish themselves as preferred choices in their respective categories,” she said.
Speaking on behalf of dealers, Chief Executive Officer of Opeyemi Baking Industry, Sanusi Modinat, commended Olam Agri for its commitment to excellence and pledged support for the successful market penetration of the new products.
“We are not just dealers; we are part of the Olam Agri family. This business has always treated us as family, and its priorities remain excellence in product development and channel engagement. We will gladly play our part, and I am convinced consumers will embrace these products,” she said.
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