Chi Limited

Chi Limited
Industry Consumer Goods
Founded 1980
Headquarters Lagos, Nigeria
Key people
 Cornelius Vink (Chairman)
Rahul Savara (Group Managing Director)
Deepanjan Roy (Managing Director)
Products Juices and Nectars, Milk and Yogurt Drinks and Snack Foods
Number of employees
 2500 and indirect employment to an estimated 50,000 people throughout its value chain.[1]
Website www.houseofchi.com

Chi Limited, incorporated in 1980, is a fast-moving consumer goods company that provides consumer products in the dairy, beverages and snacks sectors. The company’s headquarter is in Lagos, Nigeria.

Chi Limited is a part of the TGI conglomerate which has diverse business interests in a wide range of sectors, from food to healthcare and engineering products. Its major manufacturing facility is located in Lagos.[2]

In January 2016, Coca-Cola announced a binding agreement for The Coca-Cola Company to acquire an initial minority equity shareholding in Chi Limited. Within the agreement, Coca-Cola made an initial 40 percent equity investment in Chi Limited and intends to increase ownership to 100 percent within three years, subject to regulatory approvals, while working on other long-term commercial structures.[3]

The organization is popularly known as the House of Chi.

Brands

Juice and beverages

Dairy products

Snacks

[4][5]

History

Incorporated in 1980, as part of the Tropical General Investment (TGI) conglomerate which has diverse business interests in food, healthcare, agriculture, engineering and other industries. Chi Limited has become a dominant player in the Juices, Nectars & Still drinks (JNSD), Milk & Yoghurt Drink and Packaged snack foods sector of the Nigerian Economy.

An ISO 22000 certified company, CHI Limited’s manufacturing facility deploys an advanced processing and packaging technology. The company also dedicates resources to research and development to ensure that CHI products provide the essential vitamins and nutrients that the consumer requires for healthy living.

CHI Limited has established footprints in urban and rural Nigeria with large number of depot operations across the nation. CHI Limited provides direct employment to over 2,500 employees and indirect employment to an estimated 50,000 people throughout its value chain.

CHI Limited is the first company to successfully implement Evaporated milk in Tetra Pak as well as the first to own a Nectar brand in Nigeria. It was also the first to launch 750ml SKU Tetra Pak in Africa and has also pioneered the Tetra Pak’s Tetra Fino Packaging in West Africa for two of its brands- Chi Choco and Chi Sweetened milk. Its brand Capri-Sonne is said to be the largest selling children fruit juice drink in Nigeria, while Happy Hour is rated as the largest growing brand in West Africa.[6]

On the 30th of January 2016, Coca-Cola announced a binding agreement for The Coca-Cola Company to acquire an initial minority equity shareholding in Chi Limited. Within the agreement, Coca-Cola made an initial 40 percent equity investment in Chi Limited and intends to increase ownership to 100 percent within three years, subject to regulatory approvals, while working on other long-term commercial structures.[7]

International Brand Partnership

Manchester United

Chi Limited signed an endorsement deal with Manchester United F.C. making them the official drink partner of the Manchester United F.C. in Nigeria. The partnership allows CHI Limited to use the Manchester United F.C’s brand assets on a range of Chi products in Nigeria. The partnership is expected to burnish the company’s image especially amongst the 50 million followers of Manchester United F.C. in Nigeria. [8]

Chi Limited teams up with Tetra-Pak

Tetra-Pak is a provider of processing and packaging solutions for food around throughout the world. Together with Tetra-Pak, Chi Limited provides its customers with safe packaging options available, everywhere.[9]

This partnership also resulted in the production of the first milk brand, Hollandia Evap Milk that was ever packaged in Tetra Pak in Nigeria, in both its 215g and 65g pack, provide consumers with affordable evaporated milk as the innovative pour, cap & keep pack eliminates the hassles of milk storage and the design ensures longer safety from spoilage and contamination.[10]

Product Launch

Chi Limited introduces new SKU’s (315ml Packs) Chi Limited, Nigeria’s foremost manufacturer is again making slides to ease the burden of Nigerian commuters by introducing new SKU’s. This is a handy 315ml uniquely designed packs for Chivita 100%, Chi Exotic, Chivita Active, Hollandia Yoghurt and Hollandia Soya that are just right to fit any lifestyle.[11]

Chi Limited rebrands Hollandia Soya milk In May 2016, CHI Limited rebranded Hollandia Soya milk which was previously Chi Soya milk. Hollandia Soya milk is a highly nutritious soy based drink which contains absolutely no cholesterol and is a rich source of calcium and vitamin A. The drink now comes in a trendy new pack and two SKUs 1ltr and 315ml.[12]

Campaigns

Hollandia “It’s all good” campaign Hollandia Yoghurt unveils ‘It’s All Good’ campaign Launched in January 2015, Hollandia Yoghurt sought to reach consumers on its communication as the drink that is filled with “goodness” with the campaign tagged – “It’s all Good”. The campaign also included its brand ambassador Seyi Shay who said “’Hollandia Yoghurt gives me improved energy levels for non-stop performance”.[13]

Chi Limited introduces Vegetable-Fruit Nectar to enhance human health Launched for the first time in Nigeria, Chi Limited in March 2016 introduced to the market Chivita Active Vegetable and Fruit nectar to emphasize the power of vegetable and fruit, perfectly blended with the goodness of vitamins, fibre and nutrients to give a healthy and tasty way to get the antioxidants and stamina required for a healthy active lifestyle. This was made available in exciting variants, Carrot and Orange, Beetroot and Grape, Beetroot and Apple.[14]

Chi Ice tea: Come over to the tea side of life For Ice Tea consumers across Nigeria, Chi Limited started a campaign for its brand Chi Ice Tea tagged “Come over to the Tea Side of Life”. Chi Ice Tea is known to be a blend of natural tea extract with real fruits to give a great-tasting beverage for rejuvenation. The campaign aimed to promote the benefits of drinking tea and communicate how tea refreshes and re-invigorates all day long, thereby made Chi Ice Tea the drink of Choice to stay rejuvenated. The Chi Ice Tea brand is available in Peach and Lemon Variants.[15]

Hollandia Evap: “Na correct Wazo” Chi Limited launched its “Na Correct Wazo” campaign in May 2016, for its 65g SKU, to communicate that its milk brand is the real milk for every Nigerian as the term “Wazo” meaning N50 is a local term commonly used among Nigerians. With the struggle for market share intensifying among brands in the evaporated milk category of the dairy sector, Hollandia Evaporated Milk, marketed by Chi Limited, has been steadily gaining market share over other brands like Peak Milk according to AC Nielsen’s Retail Audit data covering the last 12 quarters.[16][17]

Retail

Chi Limited also manages a chain of Retail Stores called Chi Shoppe where fresh frozen food, beverages, snacks and home care products are sold to consumers in the Nigerian market.[18]

Awards

Award Year Organization
Company of the Year 2013 LEADERSHIP Conference and Awards
Customer Service Company 2015 Nigeria Customer Service Excellence Award

– Source:[19][20]

See also

References

  1. ↑ "History". CHI Limited. Retrieved 2016-06-26.
  2. ↑ "CHI Limited". clicktgi.net.
  3. ↑ "Coca-Cola, TGI Announce Investment In Chi Limited". Guardian.ng.
  4. ↑ "WILD and Capri-Sun". capri-sonne.com.
  5. ↑ "CHI LIMITED: BEVERAGES, JUICES AND DAIRY PRODUCTS - BiznessWatch". biznesswatch.com.
  6. ↑ "THE CHI PHENOMENON... a model of positive impact from the world of agribusiness" (PDF). www.manufacturingtoday.com.ng.
  7. ↑ "The CocaCola Company announces Strategic Investment in Nigeria's CHI Limited- Official Coca-Cola Website". coca-colacompany.com.
  8. ↑ "Manchester United announce partnership with Chi Limited - Official Manchester United Website". manutd.com.
  9. ↑ "CHI LIMITED Tetra Pak partner to improve nutritional content - BuisnessDay Live". businessdayonline.com.
  10. ↑ "Market Insight as Strength for the CHI Brand - THISDAY LIVE". thisdaylive.com.
  11. ↑ "CHI Limited Introduces Handy Can Packs - Daily Trust". dailytrust.com.ng.
  12. ↑ "Chi showcases health benefits of Hollandia Soya milk". www.pressreader.com.
  13. ↑ "Nigeria: It's All Good... New TVC for Hollandia Yoghurt". www.allafrica.com.
  14. ↑ "Chivita introduces Active Vegetable, Fruit Nectar to enhance human health - Vanguard Nigeria". vanguardngr.com.
  15. ↑ "Ice tea: The Chi tea side of life - DailyTrust". dailytrust.com.ng.
  16. ↑ Brand Campaign (17 June 2015). "Hollandia Evap leverages innovation to gain market share - Brand Campaign". brandcampaign.com.ng.
  17. ↑ Business Wire. "Why Hollandia Evaporated Milk is truly Wazo milk brand - Business Wire". businesswire.ng.
  18. ↑ BiznessWatch (17 June 2015). "CHI LIMITED: BEVERAGES, JUICES AND DAIRY PRODUCTS - BiznessWatch". biznesswatch.com.
  19. ↑ Leadership Newspaper (14 October 2014). "LEADERSHIP Conference/Awards Holds Today". Nigerian News from Leadership News.
  20. ↑ The Nation Newspaper (21 October 2015). "CHI Limited wins 2015 customer service award".

External links

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