Sedaap Supreme Instant Noodles has intensified its consumer engagement strategy with the launch of its “Real Essence Festival,” a two-day experiential event designed to showcase product quality and deepen market connection in Lagos.
Organised by Primera Food Nigeria Limited, the festival took place at Ikeja City Mall during the Easter period, bringing together food lovers, creatives, and entertainment enthusiasts for an immersive brand experience centred on taste and innovation.
Brandspur Brand News reports that the event featured free product sampling, live entertainment, and interactive competitions aimed at reinforcing the brand’s positioning as a premium noodle offering made with real chicken extract rather than artificial flavouring.
Speaking at the event, the Head of Marketing at Primera Food Nigeria Limited, Abimbola Alabi, stated that the initiative was designed to give consumers a firsthand experience of the product’s quality and uniqueness in a highly competitive market.
Also commenting, Brand Manager Daniel Ogbechi emphasised that the festival reflects the core identity of the brand, highlighting its use of real chicken broth as a key differentiator in the instant noodles segment.
The festival featured a dedicated food court where attendees sampled different variations of the noodles, including wet and dry preparations, showcasing the product’s versatility. The brand currently offers variants such as Tasty Chicken and Chicken Flavour with Rich Spices.
A major highlight of the event was a cooking competition with a grand prize of ₦1 million, where participants explored creative recipes using local ingredients like scent leaf, crayfish, ugu leaves, and pepper soup spice, alongside innovative cooking techniques.
Judging was led by Omoye Chukwuemeka, who noted that entries were assessed based on creativity, taste, presentation, and execution. Mohammed Fathia Kehinde emerged as the winner, while Samuel Ogheneyerowo Ejekukor and Tajudeen Kazeem Adeshina secured second and third positions respectively.
Beyond the competition, the festival included a culinary masterclass that introduced attendees to new preparation methods, reinforcing the brand’s positioning as a flexible and creative food option.
The event also delivered strong entertainment value with dance contests, games, and a live performance by Ayo Maff, drawing large crowds and enhancing overall audience engagement.
The Real Essence Festival underscores Sedaap Supreme’s broader marketing strategy to combine product authenticity with experiential campaigns, strengthening consumer loyalty and expanding its footprint in Nigeria’s fast-growing instant noodles market.
