In line with its efforts to keep its promise of delivering real chicken essence and premium quality to consumers, Sedaap Supreme Instant Noodles, from the stables of Primera Foods Nigeria, hosted a two-day “Real Essence Festival” to showcase its unique offering while deepening consumer engagement.
The two-day festival was held at Ikeja City Mall in Lagos during the Easter period. The event combined food, entertainment, and competition, offering attendees an immersive experience centred on taste, creativity, and community. From free sampling to high-energy performances, the event positioned the brand as both premium and experiential.
According to Abimbola Alabi, Head of Marketing, Primera Foods Nigeria,
The festival was created to give consumers a direct encounter with the product.
“We wanted our consumers to experience Supreme Noodles… It’s about the only noodle brand made with real chicken essence and not chicken flavour,” she said.
For Daniel Ogbechi, Brand Manager of Sedaap Supreme Instant Noodles, the festival was a direct expression of the brand’s core identity.
“This is about letting consumers experience the real essence of our noodles. Our product is not made from artificial flavour; we use real chicken extract from chicken broth, and that’s something you have to taste to truly understand,” he said.
He added that the festival also serves as an open platform for engagement: “It’s free for everyone to taste, to compete, and to express themselves. That’s what this experience is about: connecting people to the brand in a real way.”
The emphasis on ingredient authenticity, combined with experiential marketing, reflects a broader push to position Sedaap Supreme as a premium offering in Nigeria’s competitive instant noodles market.
Attendees had access to a dedicated food court where they could sample different variations of the noodles, both wet and dry, reinforcing the product’s quality and versatility. The brand currently offers two variants: Tasty Chicken (yellow pack) and Chicken Flavour with Rich Spices, both made from real chicken extract.
At the heart of the festival was a cooking competition that attracted aspiring chefs and food enthusiasts. With a top prize of ₦1 million, the contest pushed participants to rethink how instant noodles can be prepared.
Contestants experimented with bold techniques, infusing local Nigerian ingredients like scent leaf, crayfish, ugu leaves, and pepper soup spice, while others explored Asian-inspired methods such as frying noodles for added texture.
The competition was judged on creativity, taste, presentation, and process. Omoye Chukwuemeka, who led the judging panel, emphasised the importance of innovation and execution.
“We wanted to see how contestants highlighted the main ingredient and used the secret ingredient creatively. Taste, presentation, and neatness were also critical,” she noted.
Five judges presided over the contest, including distributors of the brand, reinforcing both trade and consumer involvement in the evaluation process.
In the end, Mohammed Fathia Kehinde emerged the winner, taking home the ₦1 million prize, while Samuel Ogheneyerowo Ejekukor and Tajudeen Kazeem Adeshina finished in second and third place, respectively.
Beyond competition, the festival also focused on education. A masterclass led by Omoye Chukwuemeka introduced participants to innovative ways of preparing Sedaap Supreme noodles, including localised recipes that blend traditional Nigerian flavours with instant noodles.
This element reinforced the brand’s effort to position itself not just as a convenience food, but as a flexible base for creative cooking.
The festival delivered on entertainment, with dance competitions across women, men, and kids categories, as well as interactive games like puzzle challenges and social media contests.
Day two ended on a high note with a live performance by Ayo Maff, whose energetic set drew large crowds and capped off the event on a celebratory note.
Winners across various activities went home with cash prizes, branded merchandise, and cartons of Sedaap Supreme noodles, further boosting brand affinity.
