Manufacturing / Production / FMCG
"Founded in 1979 by an African food industry pioneer."
Founded in 1979 by Robert Rose, Promasidor traces its origins to his 1957 move from the United Kingdom to Zimbabwe, where he pursued his vision for Africa. As Chairman of Allied Lyons Africa for more than two decades, Rose traveled extensively across the continent, gaining deep insights into the food industry. His observations revealed a critical gap: the absence of a widely accessible, nutritious staple—milk—that developed nations often take for granted.
Recognizing the potential of advancements in milk powder technology, Rose identified an opportunity to innovate by producing milk powder in convenient, small-format sachets. Through research, he discovered that replacing animal fat with vegetable fat in the formulation extended shelf life significantly. This breakthrough enabled milk powder to be distributed across Africa’s vast distances, making affordable and nutritious milk accessible to millions.
Driven by this mission, Promasidor launched the Cowbell brand in the Democratic Republic of Congo (formerly Zaire) in 1979. Today, Cowbell is widely available across most African countries, continuing to deliver on the promise of accessible nutrition.
