Unilever Kenya has announced the re-introduction of one of its most popular brands, Original Royco Mchuzi Mix, back in the market with a campaign dubbed Voice Your Choice in a swift response to consumer needs. The product will now be available alongside the enhanced variant, Royco Sundried Mchuzi Mix which was launched in the market in September 2016.
Speaking at the re-launch event last week, Unilever Head of Brands, Agnes Kitololo said that the company always put their consumers at the heart of their business and they continue to aim to satisfy their needs above all else. She added that the prioritization of their needs is what has enabled them to remain market leaders since 1955. The product which was first known as Roiko was launched as the first beef flavoring in the market and was re-branded to Royco, a brand which has been loved and used by households in every part of the country.
With the Voice Your choice campaign, Royco sought to engage its consumers and food enthusiasts to choose their preferred variant, an initiative that was sparked by overwhelming consumer feedback over the past few months. The campaign, which ran for the past three weeks, was endorsed by popular radio personalities, Maina Kageni and Mwalimu King’angi’ and well-known food experts and online personalities, Chef Ali Mandhry and Kaluhi Adagala of Kaluhi’s Kitchen.
Chef Ali Mandhry, also known as Chef Ali l’artiste, went head-to-head in a cook off competition that saw Chef Ali preparing meals from Royco Sundried Mchuzi Mix as Award-winning food blogger Kaluhi Adagala did the same, only with the Original Mchuzi Mix.
From Chinese fried rice to Suya, a spicy mshikaki platter popular in West Africa to a special dish of chicken fused with mango and avocado, the two experts went on to prepare these and other dishes – which were obviously cooked with both Royco Mchuzi Mix products – and were sampled by the audience who loved every single bite of the dishes prepared.
Aimed at recreating authentic taste and aroma of Kenyan food, the re-introduction of Original Royco solidifies the brand’s foray into the spices category and is in line with the brands mission of enhancing the taste and flavor of foods.
The re-entry of the Original Mchuzi Mix was because of the growing demand from customers. Angela said that as much as their consumers like and appreciate Royco Sundried, they miss the Royco Original mchuzi mix that they have grown to know and love for many years.
To this end and in order to ensure they cater to all our consumers’ preferences, they decided to re-introduce the Original variant of Royco to co-exist in the market with Royco Sundried so that households can have a variety to choose from.
Some of the natural ingredients used to create both Royco Original and Sundried include corn starch, salt, sugar, coriander, fennel seeds, turmeric, garlic, cumin and methee seeds among others.
From farm-to-fork, both Royco variants retain the natural goodness of produce, thus helping the homemaker enrich everyday meals with extra flavors and extra joy, thereby, delivering the highest quality and a superior sensorial experience commented Unilever’s Head of Nutrition for Kenya, Phyllis Obote, during the event.