Power Oil has unveiled its Certified Healthy, Certified Fit agenda, championing healthy living by connecting nutrition in the kitchen with the everyday physicality of Nigerian life.
The brand said in a statement that it was shifting the cooking oil category from price and taste competition to lifestyle relevance by positioning food as healthcare and lifestyle for Nigerians, especially urban millennials and Gen Z.
Through its partnership with Big Brother Naija, the company said it was bridging nutrition and movement in a uniquely Nigerian way. According to the brand, Power Oil Lite is being promoted as an enabler of everyday inspiration, while Power Oil Vegetable supports wider family well-being.
Marketing Manager of the Oils and Fats Portfolio at Tolaram, Roland Akpe, said the brand’s strategy fused cultural relevance with wellness platforms.
Akpe said, “What sets this approach apart is the way Power Oil fuses cultural relevance with wellness platforms, rooted in a deep understanding of Nigerian consumers’ needs.
From fitness-driven campaigns, nutrition education, and health camps that touched over 72,000 Nigerians in 2024, to life-changing advocacy with the Kanu Heart Foundation that enabled three heart surgeries last year, Power Oil has, for 13 years, consistently gone beyond being a cooking companion to becoming a true lifestyle catalyst, inspiring healthier choices from the kitchen to the streets and even the boardroom.”
He stressed that the brand was the only oil providing consumers with a dual badge of approval: Certified Healthy meals and Certified Fit lifestyles.
Akpe added that Power Oil’s initiatives continued to demonstrate “genuine care for the heart health of Nigerian consumers through carefully crafted healthy, nutritious and quality products.”
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