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Cadbury Nigeria suspends production of Bournvita Biscuit 6 months after launch

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  • Cadbury Nigeria has temporarily halted the production and sale of its Cadbury Bournvita Biscuit due to complaints about its high price, which distributors believe is hindering sales. 
  • Distributors have called for a reduction in the product’s price to make it more competitive with other brands in the market. 
  • Cadbury Nigeria is considering reducing the pack sizes and reviewing the pricing strategy based on feedback received from distributors and sellers. 

 

Cadbury Nigeria Plc has suspended the production and sale of its recently introduced biscuit brand, Cadbury Bournvita Biscuit, in response to complaints about its high price.

The biscuit brand, launched in November 2022, is available in two consumer pack units containing six and ten cookies, priced at N60 and N100 respectively.

The suspension follows distributors’ calls for the company to reduce the price of the product as sales plummet.

In addition to the price pressure from distributors, Cadbury is also facing competition from other brands in the biscuit market.

Compared to similar products, Cadbury Bournvita Biscuit is priced at a premium, which distributors believe hampers its sales.

Research conducted by Nairametrics reveals that a carton of the biscuit, consisting of 48 units, is sold at a distribution price of N2,650.

This is significantly higher than competing brands like Coaster Biscuits (N1,600 per carton), Beloxxi (N2,100 per carton), and PaleG (N2,100 per carton).

A reliable source at the organization confirmed the development to Nairametrics explaining Cadbury Nigeria made the decision to suspend biscuit production in order to review the pricing strategy based on feedback.

The source noted that distributors and sellers have complained about the high price, which has resulted in low demand.

The source also mentioned that Cadbury Nigeria is considering reducing the pack sizes (from six units to four and from ten units to eight) to lower the price.

“For example, the six-unit pack could be reduced to four units, and the ten-unit pack could be reduced to eight units,” he said.
Nairametrics attempted to contact Cadbury’s management for comment on the situation, but they had not responded at the time of publication.

Further investigations conducted by Nairametrics across different markets in Lagos State revealed that the product was unavailable in most distributors’ and dealers’ stores.

Distributors of Cadbury Bournvita Biscuit expressed their opinions as well.

Mercy Adeleke, the owner of Mercylink Global Ventures, stated that the product is too expensive and should be priced at N2,000 per carton to compete with other brands.

She also criticized Cadbury Nigeria for bypassing distributors and using their own sales representatives for distribution.

“The price is on the high price, no matter how good a product is, if the price is high, it will not enjoy high patronage.
The arrangement for making use of their sales representatives is not helping us as distributors.
They should reduce the price and make it available to distributors instead of using their sales representatives to get to the market,” she said.
Chris Iloh, the owner of ChrisIyk Wholesale Store, mentioned that the product initially gained popularity upon its launch but has since disappeared from the market.

“Though the price was high, people rushed the products when they were introduced to the market, but they suddenly became scarce, I think there might be a shortage in production or something is wrong,” he said.
He believes this is due to the high price, resulting in decreased demand.

Another distributor, Mrs. Bisola Ajaiye, echoed the sentiment that the price of Cadbury Biscuit is too high and suggested reducing it to achieve success in the market.

“The price of Cadbury Biscuit is too high,” said Mrs. Bisola Ajaiye another distributor. “People are not willing to pay that much for biscuits, especially when there are other brands that are just as good but much cheaper.”
She said that the high price of the biscuit is making it difficult for it to compete with other brands.

“We can’t sell Cadbury biscuits at the same price as other brands, because we’ll lose money because the supply price is high. They need to reduce the price to make the product a success,” she said
Cadbury’s decision on how to address these challenges remains unknown. However, it is evident that the company is facing difficulties in gaining market share in a competitive landscape with well-established brands.

In Q1 2023, revenue from the recently launched Bournvita biscuit segment reached N604 million, accounting for 3.65% of Cadbury Nigeria’s total revenue of N16.56 billion.

The company reported a profit after tax of N3.435 billion for the same period, representing a growth of 124% compared to the previous year.

This increase was primarily driven by a 30% rise in topline revenues, reaching N16.5 billion, fueled by improved sales in the refreshment beverages segment, including Bournvita and 3-in-1 Hot Chocolate.

The confectionery division, encompassing brands such as Tom Tom, Buttermint, Candy Caramel, Candy Coffee, and Clorets gum, also experienced increased sales.

The company share price closed at N18.6 and is up 16.25% YtD.

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Cyberstalking of GTCO, CEO Case: Court Constrained To Grant Bail Due To History of Repeated Offences by Bloggers

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Justice Ayokunle Faji of the Federal High Court in Lagos has ordered an accelerated trial of the four bloggers charged with defaming and cyberstalking the management of GTCO (Guaranty Trust Holding Company), including its Group CEO, Mr. Segun Agbaje.

The four accused—Precious Eze, Olawale Rotimi, Rowland Olonishuwa, and Seun Odunlami—are facing 10 amended charges for allegedly publishing false information about the company through various social media platforms.

 

At the resumed hearing of the matter on the 13th and 14th of November, Justice Faji also dismissed the bail applications, citing the serious nature of the alleged offences, which include charges that could lead to up to 14 years in prison.

 

The judge also held that one of the defendants – Precious Eze has shown the tendency to commit a similar offence again if let out as he is currently charged with a similar offence in another court and was only on bail when he went ahead to commit the alleged offence for which he is now standing trial.

Justice Faaji also highlighted the potentially destabilizing impact such actions could have on the banking sector, particularly since some of the charges involve cross-border activities on the Internet.

 

The defense counsel, Afolabi Adeniyi, had at the last hearing of the matter while moving an application for bail for the accused persons argued that the defendants should be granted bail on liberal terms, emphasizing that the charges were bailable and that the accused were willing to face trial.

 

Opposing the application, the prosecution Counsel, Chief Aribisala, SAN, urged the court to reject the bail request, highlighting the risk of the defendants absconding and stressing the need for an expedited trial.

 

In delivering his ruling, Justice Faji not only denied bail but also ordered an accelerated trial, underlining the gravity of the charges.

 

He also noted that the defendants’ actions challenged the authority of regulatory bodies, including the Central Bank of Nigeria (CBN), which had approved GTCO’s audited statements.

 

The matter has been adjourned until the 10th and 12th of December for continuation of the trial.

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All NCDMB Investments Under My Watch Very Successful, Progressing – Wabote Says, Dismisses Fraud, Arrest Report

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A former Executive Secretary of the Nigerian Content Development and Monitoring Board (NCDMB), Engr. Simbi Wabote, says all the 17 strategic investments undertaken by the board of the agency under his leadership are very successful and progressing except one, contrary to what he described as the deliberate disinformation being fed to the public by some persons he described as disgruntled.

 

Engr. Wabote, who spoke to THEWILL on Wednesday morning, dismissed reports of his purported arrest by the Economic and Financial Crimes Commission (EFCC), saying he honoured the anti-graft agency’s invitation on its investigation into the $35 million equity contribution of the NCDMB into the Energy Infrastructure Park project promoted by Atlantic International Refinery and Petrochemical Limited, whose CEO, Mr Akintoye Adeoye Akindele, is also behind the completed and ready to commission Duport Midstream refinery project in Edo State, where NCDMB is also invested. The Atlantic International Refinery project, which is located in Okpoama Community in Brass LGA of Bayelsa state, is currently stalled because of funding issues on Akindele’s part.

 

 

Speaking again on Wednesday afternoon, Wabote, who led the NCDMB between 2016 and 2023, dismissed claims of any misappropriation of funds during his term at the NCDMB.

 

 

THEWILL checks revealed that 16 of the 17 projects of the board under his leadership as Executive Secretary are running efficiently with some awaiting official commissioning except the Atlantic International refinery project which currently has financial issues. NCDMB owns 40% of the business. Despite successfully fabricating and completing the refinery in Dubai, Atlantic’s plan to ship it to Bayelsa and complete the project had been hampered by issues between Akindele and his partners in the Duport Midstream refinery, where he had hoped to raise cash from their daily turnover to fund his financial obligation in the project. Akindele and his partners in Dupont are currently in court over their dispute, THEWILL can report.

 

 

Though further checks showed that the site for the refinery project including the staff facility, is ready, Atlantic International has been unable to raise more funds to pay off about $700,000 balance owed by the Dubai-based fabricator to facilitate the shipment of the refinery to the site. THEWILL checks also showed that NCDMB and Atlantic International are in talks on the best way to move the project forward.

 

Wabote, who spoke glowingly of his achievements at the helm of affairs at the agency, declined to comment on our findings on the Atlantic International refinery project because it is now a subject of investigation.

 

 

The NCDMB under me got involved in 17 different investments ranging from gas projects to refineries. Out of this 17,16 are progressing and some have been completed. An example is the Watersmith Refinery which made a profit after tax of N23bn in 2023. 30% of this belongs to the NCDMB as a dividend. The refinery is also expanding from 5,000 to 10,000bpd. Hopefully, it will be commissioned by the first quarter of 2025”, he said.

 

Wabote insists that the NCDMB investments in the business ventures under his tenure are very lucrative and would yield great returns for the agency and the country. “We designed all the projects we invested in, in a way that allows us to cash out in 5 years because our role at the NCDMB is to catalyse these businesses”, he added.

 

Below are some of the partner projects of the NCDMB.

 

THE WILL

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FBI launches manhunt for Nigerian fraudsters who stole $60 million from top global carbon supplier

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The FBI has launched a manhunt for suspected Nigerian fraudsters who allegedly swindled Orion, an energy company, of millions of dollars, specifically $60 million, according to Securities and Exchange Commission (SEC) filings on August 10.

 

 

Although the SEC withheld the names of the fraudsters and their personal identifying information to avoid spooking them into hiding before their arrest, law enforcement agents told Peoples Gazette that the fraudsters were of Nigerian descent.

 

The suspects stole $60 million from Orion, a Luxembourg-based company that produces carbon black, a major material for making tyres, ink, batteries, plastics and more.

 

An SEC filing showed that the suspect targeted an Orion employee in the scheme and used him as bait to make fraudulent wire transfers from the company to other accounts under their control, a criminal tactic that many Nigerian fraudsters have adopted.

 

 

“Orion S.A. (the “Company”) determined that a company employee, who is not a named executive officer, was the target of a criminal scheme that resulted in multiple fraudulently induced outbound wire transfers to accounts controlled by unknown third parties,” SEC filing stated on August 10. “As a result of this incident, and if no further recoveries of transferred funds occur, the Company expects to record a one-time pre-tax charge of approximately $60 million for the unrecovered fraudulent wire transfers.”

 

In a similar scheme, Ramon Abbas, also known as Ray Hushpuppi to his millions of Instagram fans, and his partner Woodberry, whose real name is Olalekan Ponle, were jailed for coordinating multimillion-dollar scams involving business email compromise schemes by the U.S. government.

 

The two fraudsters are serving their respective sentences at the Fort Dix correctional facility for scamming individuals and companies in similar fraud schemes.

 

 

In October, The Gazette reported that the FBI contacted their Nigerian counterpart, EFCC, to track down two fugitives wanted for scamming the American healthcare system of $13 million.

 

Babatunde Shodiya and Yinka Jamiu targeted at least four Minnesota-based health service providers and tricked them into paying $13 million to a manipulated account rather than the intended beneficiaries.

 

 

* The Gazette

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