Valuing the local consumer introduces a new coffee-milk drink to the market

The creation of new locally produced products is a decisive factor at a time when the government and companies are committed to meeting consumer needs with minimal recourse to imports of finished products.

It is in this context that Promasidor, an Angolan company dedicated to food production, has developed Loya com Café, a product that reflects a desire expressed by consumers in various market studies, using the current local production chain, including raw materials, local packaging producers and Angolan creatives, who gave the new product its visual identity.

The owner of the Cowbel and Loya brands decided to listen to the consumer and the market, carrying out various market studies that helped determine the need to offer an instant product that included milk and coffee, unique in the national market, easy to prepare and at a fair price. Once the opportunity had been identified, the formulation phase followed, from which came the samples used in the various blind tests carried out to find the formula most appreciated by the consumer.

"Milk with coffee is a well-known and much-loved drink among Angolans. What's new about Loya com Café is the convenience of preparing a mixture that already contains milk, is quick to prepare and reaches the consumer at a fair price," says Maria Abreu, Marketing Director at Pormasidor.

The process, which lasted just over 10 months, included the selection of an Angolan design team to develop the package's visual identity, a factor that enabled the achievement of a visual identity with which the Angolan consumer identifies, as demonstrated in the tests carried out with the target audience.