As part of its strategies to boost market share and deepen customers’ loyalty, the Pan-African Conglomerate, Dangote Industries Limited (DIL), and companies under the Group are set to headline the Lagos International Trade Fair with arrays of products and innovations.
The Fair kicked off on Friday, November 7, 2025, at the Tafawa Balewa Square (TBS) Onikan, Lagos.
Business units from the group that are exhibiting at the fair include Dangote Sugar; Dangote Petroleum Refinery; Dangote Packaging; NASCON Allied Industries Plc, makers of Dangote Salt, Dangote Sinotruk Company; Dangote Fertiliser; Dangote Cement and Gata Rice.
Some of the products to be displayed at the fair include Dangote Sugar in varying packs, Dangote Salt, Dangote seasoning, Dangote Fertiliser, Polypropylene, Rice and Sacks.
Colour will be added to this year’s Trade fair as the largest Sugar Refinery in the country, Dangote Sugar introduces new 100g sachet & 25kg bag. The new packs offer affordable options to consumers and end users of sugar that are currently grappling with prevailing harsh economic conditions, due to low out of pocket spends for consumers and working capital requirements for end users. In addition, the 100g will enhance in-home penetration of the Dangote brand.
The new sugar packs which will be formally unveiled during the “Dangote Day” at the Fair on Wednesday, November 12, is significant in that the new 25kg is tied to Dangote Sugar Refinery’s 25 years anniversary celebration.
A statement from Company on the its’s readiness for the Fair, which was signed by its Group Chief, Branding and Communications Officer, Anthony Chiejina, said “this year marks 25 years of Dangote Sugar’s existence, as such a major overhaul of our Apapa Refinery is ongoing to further position Dangote Sugar to meet customers requires, sustain delivery of premium quality products and remain the preferred sugar refiner and brand by customers, consumes and all stakeholders.
According to him, visitors to the group pavilion at fair will have the opportunity of buying products from Dangote Group Subsidiaries at reasonably reduced prices. Also, the fair would afford intending distributors and retailers the opportunity to get registered and commence business dealings with the Company.
He said Dangote Group is of the view that the trade fair is coming at an appropriate time which affords distributors and retailers the opportunity to stock their shops for the fast-approaching Christmas season while end users and other consumers can also buy and stock for the season.
Some of the business units will be hosting students on specific days. The student-visitors to the stand will get special gifts like pens, pencils, erasers and notebooks.
The Dangote Group spokesperson explained that visitors to the Group’s stand would have a first-hand experience as they would be treated to the usual friendly Dangote way of appreciating its customers and other stakeholders.
Speaking on the new Dangote Sugar packs, Rilwan Yusuf, Head, Marketing Operations, (Sales), Dangote Sugar Refinery, explained that the Company decided to introduce the new 100g and 25kg packs to meet the ever-evolving needs of its various customers.
According to him, the new Dangote Sugar packs will attract volume and drive growth from the unbranded segment. “More importantly, the new packs will meet low out of pocket situation of consumers – affordability; drive trial and recruit users into the category by targeting “bottom of pyramid” consumers.
Yusuf stated further the new packs will drive visibility in the marketplace; position Dangote Sugar as the market leader in innovation and in the retail segment; optimize market penetration; support working capital requirements for retailers and small bakeries.
Besides, any of the two new packs offers ease options for gifts and donations to loved ones and during celebrations.
