In a groundbreaking move aimed at emphasizing the importance of sports in children’s development, Nestlé MILO® has announced a strategic partnership with two prominent Nigerian social media personalities, Anita Asuoha, better known as Real Warri Pikin, and Egemba Chinonso Fidelis, popularly called Aproko Doctor. This collaboration seeks to inspire parents across Nigeria to prioritize their children’s participation in sporting activities alongside traditional academic pursuits.
The partnership was unveiled at Nestlé Nigeria PLC’s headquarters in Lagos, where Ifeanyi Orabuche, Category Manager for Beverages, expressed MILO’s commitment to empowering children through sports. Orabuche highlighted the brand’s dedication to shaping children’s character and values, in addition to providing them with nutritious energy through MILO® beverages.
Anita Asuoha expressed her enthusiasm, stating, “This partnership is a homecoming for me as MILO has been a brand in my everyday life.” She emphasized the personal significance of working with a brand she grew up with, underscoring the blend of business and personal journey it represents.
Egemba Fidelis emphasized the importance of health education and behavioral change on the path to a healthier Africa. He expressed excitement about collaborating with Nestlé MILO to promote healthier and happier children across Nigeria.
MILO®, with its seven-decade legacy, has been instrumental in nurturing champions globally and providing nourishing breakfast options for approximately 8 million children daily. In 2023, with it’s School Sports Development program reaching a peak of around 4 million children in Nigeria alone.
The brand believes that sports impart crucial values such as grit, determination, and teamwork, essential for success in all aspects of life. MILO® is actively working to encourage greater participation of girls and children with special abilities in sporting activities, ensuring equal opportunities for all.
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