Golden Penny Foods

As part of FMN Foods (Golden Penny) Division’s ambitious 5-year Transformation Agenda, we partnered on a strategic initiative to revitalize and expand its snack and packaged food portfolio. The journey began with the relaunch of chin-chin, a beloved Nigerian snack, with a fresh packaging concept designed to align with consumer expectations and category standards.

This project is rooted in FMN’s broader mission to nourish families and feed the nation. With most of its existing offerings focused on lunch and dinner occasions, FMN identified key growth opportunities in underrepresented segments—particularly breakfast and baking. These untapped moments inspired the development of new products tailored to evolving consumer lifestyles.

Golden Penny Multipurpose Flour: Leveraging the strong heritage of the Golden Penny brand, this 1kg flour pack was introduced to empower moms and home bakers to create pastries from scratch. It taps into the thriving bread flour category, which represents over half of Nigeria’s wheat market.

Golden Penny Yumbowl: A new entrant in the Ready-to-Eat (RTE) segment, this product marks FMN’s commitment to expanding its local cereal offerings and strengthening its presence in the breakfast aisle. Rather than launching standalone brands, FMN adopted a tactical approach—developing targeted products based on consumer research to meet specific needs and occasions. Each item was crafted to stay top-of-mind across its category while reinforcing FMN’s promise of nourishment and quality.