Wilmar Africa Limited has launched three new soaps unto the Ghanaian Market, with the aim of providing Ghanaians with alternatives and bringing some exciting innovations into the soap industry.
Speaking at the launch was the General Manager of Wilmer Africa Limited, Mr. Kwame Wiafe said the company is looking at revolutionizing the market, adding that they are willing to do crazy things that will change the detergent market, which, according to him, was becoming boring.
He made those concern at the distributor’s launch of the three soaps: Jamaa, Largo and Alife.
“People were producing and putting non-exciting products on the market, but what they sought to do as a company was to bring some innovations that the consumer can never resist. he added.
“We know convenience is the key thing every consumer is looking out for, so the average mother would prefer a soap which is also anti-bacteria and which she can use for anything, and that is the revolution we are talking about.”
Mr Wiafe noted that their venturing into the soap and detergent market was a forward integration production for the company, because “we refine oil palm and we get fresh stearin which we use for soap making, and the good thing is that immediately we refine, we bring it for production, which maintains its freshness.”
He indicated that they were also adding glycerine, shea butter and other essential oils that are good for the skin to the soap.
He explained that considering the fact that soap making has not been Wilmar’s core preposition, they have entered into a joint venture with Kappa Oil, a leading soap manufacturer in Kenya and East Africa, to establish Africa Consumer Product Limited, which would be the main vehicle for the manufacturing of soaps and detergents.
He said Kappa Oil started about 15 years ago from nowhere, but has managed to change the landscape of the soap and detergent market.
Mr Wiafe said the company was planning on doing other launches across board, including campaigns to educate consumers about the products.
The Brand Manager of the Africa Consumer Product Limited, Ms Eva Njeri Njeru, who introduced the new products, said the Jamaa laundry bar soap comes with a packaging different from other bar soaps, making it easier for consumers to handle; it also lathers profusely with little man-power.
Alife toilet soap comes in small and family sizes with a blend of delicate rose, coconut, lemon and aloe vera fragrances while Largo soap, is a multi-purpose antiseptic soap, which makes its usage more convenient.
