Entrepreneurship Zone: 02 January 2024 :: From Nigeria to Ghana: Cashing in on the booming baby food market

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Entrepreneurship Zone: 02 January  2024 :: From Nigeria to Ghana: Cashing in on the booming baby food market

 




 


 

Africa imports an estimated €570 million of baby food every year, and this figure is projected to exceed €1.1 billion by 2026. According to the International Trade Centre, the local production of infant foods is an underexploited opportunity. In this article we highlight five West African entrepreneurs who have built baby food businesses.


1. Adepeju Jaiyeoba, Colourful Giggles, Nigeria


Affordable and nutritional baby food is hard to come by in Nigeria. Most babies will eat the staple crop that is cheap and immediately available to their families. “If the family plants maize then that is the only food the baby is going to eat,” says Adepeju Jaiyeoba, founder of Colourful Giggles, the Lagos-based baby food company. “If they plant soya beans then that is what the child will eat. The parents do not pay particular attention to the nutritional value and the mix of micro and macro nutrients that are important for children under the age of five.”

In 2020, the former lawyer decided to create a company that would use Nigerian ingredients as the basis for baby food that could compete with international brands, which make up 80% of the commercial market. She created a range of products priced from $2 to $5, targeting middle-class Nigerian mothers but also the millions of lower-income families who she says are in the “aspirational class”.  <https://www.howwemadeitinafrica.com/nigerian-baby-food-company-aims-to-build-global-brand-using-local-ingredients/132911/> 


2. Vera Osei-Bonsu, Start Right Nutrition / Eat Smart Foods, Ghana


When Vera Osei-Bonsu had her first child, she noticed that most baby foods in stores were imported and didn’t have the healthy local ingredients she wanted. So, she began making her own using ingredients like carrots, oranges, coconut, and sweet potatoes. Osei-Bonsu shared her recipes on social media, and they became popular. From this popularity, she began making cereal powders that could be prepared under five minutes. Today her two companies, Start Right Nutrition and Eat Smart Foods, specialise in producing locally-sourced, nutritious baby and children’s food.  <https://www.howwemadeitinafrica.com/ghana-entrepreneur-taps-into-demand-for-locally-sourced-baby-food/152669/> 


3. Siny Samba, Le Lionceau, Senegal


Siny Samba, co-founder and CEO of the Senegalese baby food brand Le Lionceau, previously worked as an R&D engineer at Blédina, the baby food division of French food multinational Danone. “When I came back to Senegal on vacation, I noticed that 100% of the baby food in the stores was imported, even though we have very rich resources in terms of nutrition,” she recalls. In 2018, Samba launched Le Lionceau with Rémi Filastò, a fellow graduate from agricultural engineering school. The company currently offers several varieties of organic baby purees, compotes, biscuits, and cereals, with plans to expand in the wider West African region.  <https://www.howwemadeitinafrica.com/entrepreneur-builds-locally-made-baby-food-brand-in-senegal/141332/>  


4. Seun Sangoleye, Baby Grubz, Nigeria


Nigerian entrepreneur Seun Sangoleye founded infant food company Baby Grubz to offer natural and nutritious baby food based on traditional recipes. Using rice, sweet potatoes, fish, beans and other local products, the business produces two tonnes of baby food a month. Sangoleye aims to reach 20 tonnes a month by 2025, and to become an African-based multinational company. Sangoleye faces challenges to expand production, including logistics, infrastructure and funding. Baby Grubz anticipates strong growth opportunities via the African Continental Free Trade Area.  <https://www.howwemadeitinafrica.com/nigeria-baby-steps-to-a-booming-infant-food-business/75921/> 


5. Pascaline Nenda, Lemana, Cameroon


Pascaline Nenda, founder of Cameroon-based company Lemana, says African baby food makers have an edge over foreign producers because they understand local eating habits and their products are less expensive than imported options. She has faced her share of obstacles – especially in terms of accessing credit. “In Cameroon, the small entrepreneur fights alone. My company needs more sophisticated machinery to respond to market demands and face competition from imported labels. We must encourage banks to finance companies with potential in the sector,” Nenda notes.  <https://www.howwemadeitinafrica.com/african-baby-food-makers-have-an-edge-over-foreign-producers-says-entrepreneur/149169/> 



Seun Sangoleye, founder of Baby Grubz

 

Howwemadeitinafrica

 

 

 


 


 


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DISCLAIMER: This report has been prepared by Bulls ‘n Bears, a division of Faith Capital (Pvt) Ltd for general information purposes only and does not constitute an offer to sell or the solicitation of an offer to buy or subscribe for any securities. The information contained in this report has been compiled from sources believed to be reliable, but no representation or warranty is made or guarantee given as to its accuracy or completeness. All opinions expressed and recommendations made are subject to change without notice. Securities or financial instruments mentioned herein may not be suitable for all investors. Securities of emerging and mid-size growth companies typically involve a higher degree of risk and more volatility than the securities of more established companies. Neither Faith Capital nor any other member of Bulls ‘n Bears nor any other person, accepts any liability whatsoever for any loss howsoever arising from any use of this report or its contents or otherwise arising in connection therewith. Recipients of this report shall be solely responsible for making their own independent investigation into the business, financial condition and future prospects of any companies referred to in this report. Other  Indices quoted herein are for guideline purposes only and sourced from third parties.

 


 

 


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