African Consumer Product Limited has introduced three soap brands on to the Ghanaian market with the view of revolutionizing the soap and detergent industry.
The new brands are Jamaa laundry bar soap, Alife luxury soap and Largo multipurpose soap which all comes with fresh and mild fragrance that nourishes the skin and make bathing and washing experience refreshing.
African Consumer Products Limited is a joint ventureship between Wilmar Africa Limited based in Ghana and Kapa Oil Refineries Ltd, a leading manufacturer of quality edible oils, detergent powder, baking powder, laundry soap and glycerine from Kenya.
Launch
Speaking to journalists after a "Distributors and media launch" at the company's premises in Community Two, Tema on Friday, May18, 2018, the General Manager of the Wilmar Africa Limited Mr Kwame Wiafe said the introduction of the new brands was to completely change the face of the soap and detergent making and offer consumer quality products.
'The good thing is that we are agile, nimble footed and willing to do crazy stuff that will excite the consumer while transforming the soap and detergent market,' he said.
He said the detergent market was becoming boring with people producing and offering products that do not meet the expectations of consumers hence they are through innovation introducing these new brands which the consumer can never resist
'We believe we have come up with a good and strong preposition for the consumer and also making sure our trade partners get value for money," he said.
Mr. Wiafe said the new venture represents a forward integration in his outfit's operations in Ghana because, “We refine oil palm and we get fresh stearin which we use for soap making, and immediately we refine, we bring it for production, which maintain its freshness.”
He noted that the new products are in quality and economically priced stressing that these products are designed to be ultimate choice for domestic households in Ghana and beyond.
Preposition
The Brand Manager of the Africa Consumer Product Limited, Ms. Eva Njeri Njeru who introduced the new products said Alife is a luxury toilet soap which came in small and family sizes with a blend of delicate rose, coconut care, lemon and aloe vera fragrances.
The Jamaa laundry bar soap, compared to the others on the market is wrapped thus making it easier for consumers to handle.
She explained that the wrappings retains the fragrance and it also lathers well with little effort.
Ms Njeru also introduced the Largo soap which is a multipurpose soap with anti-bacterial elements embedded in it which is gentle on hands and skin.
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