INKOMAZI SMOOTH - 1kg and 500g

SA's number 1 Amasi introduces a new smooth variant to the range - Inkomazi Smooth

NEW PRODUCTS

Aug 3rd 2011, 12:02

For over 30 years, traditional Inkomazi amasi has dominated the market, with a substantial market share.

Inkomazi, which was launched in 1979, was the first branded amasi product in South Africa. It soon captured the minds and hearts of South Africans throughout the country, who consider Inkomazi a part of their heritage and culture, their way of life.

Following consumer research, a need for a smooth consistency amasi was identified. To meet this need, Danone launched ‘Inkomazi Smooth’ this month, giving the consumer – for the first time – a choice in types of amasi.

This innovation makes Inkomazi Smooth a category-first. And it is the first time Inkomazi-lovers will have a choice of any kind of amasi in two varieties. The best news is that Inkomazi Smooth still has the same rich and creamy taste consumers have come to know and love. It still forms part of the deep-rooted family connotation South Africans have grown up with.

Having this choice will certainly widen the use of Inkomazi among those who are constantly looking for something new, healthy and enjoyable to give to their families as part of any meal. In addition to the traditional use with pap, phutu and bread, Inkomazi Smooth adds variety to the amasi experience. The delicious smooth consistency truly makes Inkomazi Smooth a perfect and essential item in any home.

The launch of Inkomazi Smooth will be supported with an above-the-line TV campaign and below-the-line activities, which include in-store promotions, shopping-mall activations with Sophie Ndaba from Generations, and extensive sampling. Point-of-sale material includes wobblers, shelf strips, washline banners and high-impact in-store posters.

Available from all leading retail outlets for approximately R7,27 for the 500g pack and R13,99 for the 1kg pack.