Power Oil Redefines Cooking Oil Segment with Lifestyle Benefits

Dike Onwuamaeze

Tolaram has redefined the cooking oil category with the launch of Power Oil Lite, which will show genuine care for the heart health of the Nigerian consumers.

It said that the Power Oil Lite would bridge the gap between nutrition and movement in a uniquely Nigerian way by linking its nutrition equity in the kitchen with the everyday physicality of Nigerian life such as walking long distances, dancing, hustling, or chasing fitness goals.­

The company is also building a lifestyle ecosystem where Power Oil Lite is an enabler cum everyday inspiration while Power Oil Vegetable supports wider family wellbeing.

The Marketing Manager, Oils and Fats Portfolio at Tolaram, Mr. Roland 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.”

Akpe noted that for years, oil has been framed purely through a cost or taste lens but urban millennials and Gen Zs, who make up Nigeria’s most influential consumer segment, are redefining food as healthcare and lifestyle.

He said: “Eating well and staying active are no longer side conversations; they are central to how identity, wellness, and status are expressed.

“This is not just brand marketing. It is a bold category leadership statement. Power Oil is the only oil brand that provides consumers with a dual badge of approval: Certified Healthy meals and Certified Fit lifestyles.

“In doing so, it sets a precedent for how FMCG brands should not just be commodity players but empathetic partners in their consumers’ lives.”

According to him, the cooking oil aisle has been commoditised for too long, but with this move Power Oil has continued to “show genuine care for the heart health of the Nigerian consumers through carefully crafted healthy, nutritious and quality products.”