Charles Esther
In Nigeria’s evolving health-conscious market, brand leadership is no longer measured by cost or packaging.
Instead, it is defined by how well brands align with consumers’ desire for wellness, control, and meaningful choices.
Power Oil Introduces Certified Healthy Certified Fit
Power Oil is rewriting the rules of the cooking oil category.
Through its Certified Healthy, Certified Fit framework, the brand is shifting from commodity-based sales to lifestyle relevance.
Changing the Oil Conversation
Cooking oil has long been judged only by taste or price.
However, Nigerian millennials and Gen Z are now redefining food as both healthcare and lifestyle.
For them, eating well and staying active are central to personal identity, wellness, and social status.
Big Brother Naija Partnership
By partnering with Big Brother Naija, Power Oil is connecting nutrition with everyday physical activity.
The brand links healthy cooking with the energy of Nigerian life, from walking long distances to dancing, hustling, and achieving fitness goals.
Lifestyle Ecosystem for All Nigerians
Power Oil Lite is positioned as an everyday inspiration for active lifestyles.
Meanwhile, Power Oil Vegetable emphasizes family well-being, creating a holistic health-driven ecosystem.
Cultural Relevance and Wellness
Roland Akpe, Marketing Manager for Tolaram Oils and Fats Portfolio, explained that the brand’s approach blends cultural relevance with wellness.
In 2024, Power Oil’s fitness campaigns, nutrition education, and health camps reached over 72,000 Nigerians.
The brand also supported three life-saving heart surgeries through its partnership with the Kanu Heart Foundation.
More Than Marketing
For 13 years, Power Oil has gone beyond being just a cooking companion.
It has evolved into a lifestyle catalyst, encouraging healthier choices from homes to workplaces.
A Bold Category Leadership Statement
Unlike other brands, Power Oil offers consumers a dual badge of recognition—Certified Healthy meals and Certified Fit lifestyles.
This sets a new standard for FMCG brands, showing they can move from commodities to trusted lifestyle partners.
Commitment to Heart Health
The cooking oil market has long been commoditized.
With its health-driven products and advocacy, Power Oil continues to demonstrate genuine care for Nigerian consumers’ heart health.
