Flour Mills relaunches Honeywell brand

BRANDECONOMY reports that FMN had, in 2022, completed acquisition of a 71.69 per cent stake in Honeywell Flour Mills Plc. (HFMP), formerly a portfolio company of Honeywell Group, and a 5.06 per cent stake in HFMP held by First Bank of Nigeria Ltd.

The company had said the acquisition would enable FMN to extend its reach across Nigeria, provide enhanced manufacturing capacity and create synergies to deliver improved products to consumers.

At the re-launch of Honeywell in Lagos, Mr Devlin Hainsworth, Managing Director (Food) at FMN, said the development represented a strategic transformation for the Honeywell brand.

Hainsworth said the re-launch signified a bold step forward and a combination of tradition with innovation to cater to modern Nigerian families.

“The Honeywell brand offers improved quality noodles and pasta with strands of happiness, while the Honeywell semo or wheat allows you to appreciate, in every mouthful, improved quality and grammage of pack sizes.

“We have re-imagined our products to not only maintain the standards our consumers have come to expect but also to exceed them, delivering improved quality and an exceptional experience,” he said.

He described the new packaging as a visual celebration of Nigeria’s vibrant culture and the brand’s enduring legacy.

Hainsworth assured consumers that, with enhanced nutritional value and taste, the products promised to enrich their lives.

Ilyas Kazeem, Marketing Director, FMN, said that there were opportunities for consumers to engage with the brand.

Hazeem said that there were  online contests, giveaways and on-ground activations.

“Honeywell’s r-elaunch is more than just a visual upgrade; it is a movement,” Kazeem said.

Mr Ayokunle Iyiola, Category Manager  (Noodle) at FMN, said the company would not embark on price review in spite of pressure by  inflation.

Iyiola said the company would remain committed to quality products to all its consumers across the country.