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FrieslandCampina WAMCO Nigeria PLC, makers of the popular Peak Milk brand, has announced that it will continue showcasing fresh and innovative strategies to grow Nigeria’s dairy sector through the ongoing Peak Breakfast Café Nationwide Tour. The tour, which began in October 2025, will run until December 2025 and is designed to deepen consumer engagement, expand market reach, and strengthen brand visibility across the country.
In a statement made available to The Source, the company said the Peak Breakfast Café has grown far beyond a regular brand activation. It has evolved into a major experiential platform that allows Peak Milk to connect directly with thousands of Nigerians through food, entertainment, and nutrition education. According to FrieslandCampina WAMCO, this approach shows the importance of experiential marketing in sustaining leadership in a competitive fast-moving consumer goods (FMCG) market.
Peak Milk introduced the Breakfast Café concept in 2022, and over the years it has transformed into a large-scale consumer interaction event that touches different parts of the country. The company explained that the goal is to educate families about proper nutrition while reinforcing the role of dairy products in daily meals. The platform also allows the brand to demonstrate how Peak Milk can be used in various recipes, from breakfast dishes to snacks.
The 2025 edition of the national tour has already made stops in Ikorodu, Kwara, Ibadan, Onitsha, Owerri, and Port Harcourt. The tour is expected to reach other cities such as Nasarawa, Abuja, Jos, Kano, Sokoto, Bauchi, Niger, and Lagos before the end of the year. Each location hosts a mix of food demonstrations, games, health education activities, and live entertainment. The company said the activities are carefully designed to strengthen the bond between the brand and its consumers.
Senior Brand Manager for Peak Milk, Mrs. Moninnuola Kassim, said the tour is not just an opportunity to serve breakfast but also a way to create memorable moments for families and individuals. She said the company uses entertainment, nutrition education, and face-to-face interaction to build consumer trust and demonstrate Peak Milk’s versatility. “Our approach combines entertainment, nutrition education, and direct consumer interaction, which is key to sustaining growth in the competitive dairy market,” she said.
Industry experts say the project is a strong example of how FMCG companies can use experiential platforms to increase market penetration and boost consumer loyalty. The Peak Breakfast Café has become known for its fun and interactive activities such as gele-tying contests, the Peak Pyramid Challenge, cooking competitions, and nutrition workshops. These activities appeal to different age groups and help create emotional connections with the brand.
During the events, attendees also get the chance to explore the full Peak Milk product range. This includes the popular Peak evaporated milk, Peak powdered milk, Peak UHT milk, Peak chocolate drink, and Peak yoghurt. All the products are fortified with essential vitamins and minerals aimed at supporting the nutritional needs of children and adults.
FrieslandCampina WAMCO said the tour reflects its long-term commitment to growing Nigeria’s dairy industry through consumer-focused programs. By combining nutrition awareness with fun and relatable experiences, the company hopes to encourage more Nigerians to prioritise dairy in their daily meals.
The company added that the success of the Breakfast Café since its launch in 2022 shows that experiential marketing remains an effective way to increase product visibility in a crowded market. It also helps brands understand consumer preferences better through direct interaction.
As the nationwide tour continues, thousands of consumers across different regions are expected to participate in the events. FrieslandCampina WAMCO believes that initiatives like the Peak Breakfast Café will continue to shape how brands communicate with their audiences, especially in a digital age where consumers value meaningful and engaging experiences.
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