Niger Biscuit is a food manufacturing company that produces biscuits and other confectioneries. It is one of the most widely known biscuit brands in Nigeria, with products that are consumed across the country, and an identity that has been built over several decades.
The Nigerian market for biscuits is large and competitive. While there are a number of recognizable leaders in the business, there are numerous other players that constantly push for a greater share of the market. Add the often challenging conditions in which these companies operate, and it becomes clear how much of an uphill task it is to maintain relevance in this industry.
Despite the challenges involved, Niger Biscuit has retained space for itself in the hearts and minds of a huge consumer base. It’s done this by constantly refreshing and reinventing some of its products while keeping the ones that have been popular with buyers.
Niger Biscuit is one of Nigeria’s oldest food processing companies. It was Incorporated in 1960 and started off with the help of Oxford and Dandy Companies, both partners from Denmark. They provided technical support for Niger Biscuit’s production processes until 1992 when the company became independent.
As Niger Biscuit grew, its need for new manufacturing facilities became more pressing. In 1997, it acquired a large property on Creek Road, Apapa, where it set up additional biscuit production lines. And in 2010, it got another property located in Ogun State and began the construction of an ultra-modern facility in 2012.
Perhaps the best-known and most widely consumed product from Niger Biscuit is the Oxford Cabin. Its red-and-white pack (and its content) has featured in the more pleasant childhood memories of people from multiple generations and is still favoured over alternatives at birthdays and other ceremonies involving children.
Other biscuits produced by Niger includes the Oxford Cream Cracker, Oxford Groundnut Cookies, Oxford Glucose Biscuits, and Prince Cream Crackers. There’s also the Sesamix (Sesame Cracker, which is preferred by a fair portion of consumers), the Master Chef Rich Shortcake, and Yummies Biscuit.
A 2016 report on the Nigerian biscuit market (published by KPMG) put the market share of Niger Biscuit at 5%. That’s a lot, considering the numerous brands duelling for segments of that market. It’s also worth noting that it’s a part of the 150,490 tons of biscuits that are produced in the country annually.
Niger makes more than just biscuits. Jenka, its chewing gum brand, is a favourite of many lovers of bubble gum. It’s been around for a long while too and has gained a large number of consumers.
Niger Biscuit continues to serve tasty edibles to a significant part of the Nigerian population. They have done so through market booms and trying economic conditions. They could remain a force in the biscuit production industry for years to come.
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