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#BellaNaijaWCW: Affiong Williams is Encouraging Healthy Snacking one “ReelFruit” at a Time



Snacking is an integral part of our feeding habit and although it can become unhealthy when overdone, Affiong Williams has found a way to help us snack healthily.

In 2012, Affiong left her job as a manager at Endeavor South Africa, a small business incubator, moved back to Nigeria and founded ReelFruit; a fruit processing, packaging and marketing company focused on being the “leading fruit agribusiness in Nigeria.”

She started out from a flat in the Surulere area of Lagos, with $8,000 from savings and loans from friends and family.

ReelFruit produces dried fruit snacks such as Pineapple, Mango, Banana, PaPaya (Paw-Paw), Coconut and Fruit & Nut Mix with Cashews for the health-conscious Nigerian, and in 2016 alone, it sold 500,000 packs of snacks.

The products can be found in more than 80 outlets across Nigeria.

Affiong is a graduate of Physiology, Psychology from the University of Witwatersrand, South Africa and has a Post Graduate Diploma in Business Education from the same university.

In September 2013, ReelFruit was placed first out of 700 applicants for Women in Business Challenge organised by BidNetowrk, Netherlands. The company won the 5000 Euro prize.

Three months later, it won Creative Focus Africa’s SME competition for businesses in Lagos.

She was named in Forbes Africa 2016 list of “30 under 30 African Entrepreneurs” who are the “billionaires of tomorrow who will create jobs and wealth for the continent.”


  1. Sfx

    April 26, 2017 at 10:54 am

    She is very rude on twitter, seen her many times telling people if they like they shouldn’t buy her products. Humility is key my dear

    • Na Wa

      April 26, 2017 at 8:30 pm

      I thought I was the only one that noticed? I had to un-follow her a few months ago because she was sooooooooooo rude and condescending to people…..needs to work on her manners quite honestly! Other than that, I do actually love her products!

    • anon

      April 27, 2017 at 7:13 pm

      Her favorite insult is to rail about how poor or jobless whoever her target is at that time or how she can feed the individual, as if Reelfruit “that shitty stuff” is even classified as a hunger pacifier

  2. Wehdone

    April 26, 2017 at 11:53 am

    Well done Affisupastar!!! You are an inspiration to young women like me looking to do something great

  3. HaroldWrites

    April 26, 2017 at 11:57 am

    Wow. Beautiful. More grease to her elbows.

  4. Fifi

    April 26, 2017 at 1:10 pm

    She irks me on twitter, always speaking shiaattt out of her pompous arse, used to stock up on her dried mango but decided not to patronize her goods any more,

  5. Dee

    April 26, 2017 at 1:29 pm

    Great job! I love the pineapple.

  6. Modupe

    April 26, 2017 at 4:10 pm

    Affi is the breath of fresh air on twitter. People that complain about Affi being angry on twitter are not angry enough. We need more young getting angry. The
    Shii that is going on in this country is insane. We have zero sense of urgency of the challenges affecting the common man. Affi says what needs to be said.
    I wish we had more young people with balls/viaginas that will stand and be counted. There are countless men that say the same thing Affi says on twitter, but we have a generation of young people still unable to believe that women can think and say the same thing millions of our men say daily.

    Keep going Affi, on twitter and off it. Keep slaying in business and let the pepperthngang have a sip of milk to cool down. #iyalayacensoring

    • Sika

      April 26, 2017 at 4:25 pm

      Erm. There are tons of opinionated young people and women on Twitter so all you just said is rubbish! You can be opinionated there’s nothing wrong with that – this afi of a person is downright rude! She jumps onto people comments and chats a bunch of crap. She isn’t intelligent.. An intelligent person doesn’t go on the way she does plus she has zero facts about half the topics she jumps on.

      So my dear! Like everyone else has said on here. This person is rude af! Infact she’s so rude that when I found out she has a brand I often wondered if her terrible personality wouldn’t affect her brand. I think it eventually will from the looks of it.

    • Fifi

      April 26, 2017 at 4:50 pm

      Thank you Sika

    • Fifi

      April 26, 2017 at 4:50 pm

      Thank you Sika

    • Adewale

      April 27, 2017 at 11:34 am

      This is a rather harsh submission.

      Affi is super intelligent and blunt with the truth, maybe that’s why she’s difficult to love.

      I can bet she wasn’t being rude when you saw her tweets, but probably out of anger, you just decided to blow things out of proportion. It’ll be good to cite three of such instances when she was condescending.

      If you think everything is fine in this country, then you are probably right about her. But as long as policies stifle businesses, as long as we fail to plan for our ballooning population (pressuring already comatose infrastructure), Affi should continue to talk. Those are issues she’s passionate about.

      Having unpopular opinions doesn’t necessarily mean one is condescending. Asking parents to plan for their kids (education trusts, etc) and asking the poor to give birth to less are very thoughtful considerations. Yet indeed it falls short of the magnitude of changes required. We all still thrive on public goods provided by government. We’ll all suffer for their inability to consistently deliver or even deliver at all.

      God knows we need less patronising people in this country, heck even in our immediate family.

      The fact is truth is a bitter pill to swallow in this part of the world but anyway, thrive.

    • Fifi

      April 26, 2017 at 4:55 pm

      Loved your comment by mistake, what with this pepper them slang, without us she would be bankrupt, or you think her bulk sale is the international market or iya Silikat in the village? Keep telling her to pepper us oooo, when she starts crying how its hard to do business in Nigeria while others in her field her thriving,dont fault Nigerians or tag us haters then, maybe her husband with his struggling business would rescue her

  7. o

    April 26, 2017 at 5:05 pm

    Some others would claim they started their business with $50. I’m glad she’s saying what she really started with.

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