Business

Peak Milk connects breakfast, love and self-care in new campaign

Published

3 weeks ago

September 8, 2026

The Benue State Police Command has arrested 46 persons in connection with the reported attack and blockade of the convoy of the Nigeria Democratic Congress (NDC) presidential candidate, Peter Obi, in Makurdi. The arrests followed Tuesday’s confrontation along the Gboko-Makurdi Expressway, where youths reportedly barricaded the road and prevented Obi’s convoy from proceeding to Yelwata in Guma Local Government Area. Obi had travelled to the state to visit communities affected by the June 13, 2025 killings in Yelwata and commiserate with victims and their families. The police had earlier confirmed the incident, saying operatives provided security for Obi’s movement and that an investigation had commenced to establish the circumstances behind the blockade. The development has heightened political tensions in the state, with Obi and his party accusing political actors of orchestrating the incident, while the Benue State Government has denied any involvement. Obi alleged that youths linked to a government aide blocked his convoy and prevented him from reaching Yelwata. The allegation, however, has not been independently established. The NDC described the incident as an attack and obstruction of its presidential candidate, demanding an investigation and prosecution of those responsible. The party maintained that Obi’s visit was humanitarian and not a campaign activity, saying he intended to sympathise with families affected by the 2025 massacre. The Benue State Government, however, rejected the allegations, insisting that neither Governor Hyacinth Alia nor his administration had anything to do with the blockade. The governor’s Chief Press Secretary, Tersoo Kula, said the government only became aware of the incident after photographs and reports of the confrontation emerged. Kula subsequently said Governor Alia directed the police to investigate the incident, identify those responsible and ensure that they answered questions over their actions. He challenged Obi and the NDC to identify the government aide they alleged was behind the mobilisation of the youths and provide evidence linking the individual to the incident. Kula said the governor had no reason to deploy youths against Obi, arguing that if there were legitimate security concerns over the visit, recognised security agencies should have been used. Meanwhile, Benue Commissioner of Police, Cletus Nwadiogbu, said the command had received information about Obi’s planned visit the previous night and consequently made security arrangements for his movement. He said the Assistant Commissioner of Police in charge of Operations was personally assigned to lead the security team accompanying Obi. Nwadiogbu said the police were informed that Obi was travelling to Yelwata to visit victims of the 2025 attack and not for a political campaign. He said the command was investigating why youths decided to block the convoy, stressing that the police would establish the circumstances surrounding the incident. The controversy has drawn condemnation from political leaders and civil society groups, with concerns that the incident could set a dangerous precedent ahead of the 2027 general elections. Former Kano State Governor and Obi’s running mate, Rabiu Musa Kwankwaso, condemned the blockade and warned that attempts to restrict opposition politicians from moving freely could push the country towards anarchy. African Action Congress presidential candidate Omoyele Sowore also condemned the incident, warning against political violence, intimidation and thuggery. Despite being prevented from reaching Yelwata, Obi proceeded to neighbouring Plateau State, where he visited Mangu Local Government Area to meet residents and victims affected by attacks. The Benue incident has since become a fresh point of political contention, with competing claims over who was responsible for the blockade and whether the confrontation was politically motivated.

Peak Milk has launched a new consumer campaign, “Peak Breakfast, Peak Love,” aimed at highlighting breakfast as an everyday expression of love, care and nourishment among Nigerians.

The campaign centres on the idea that simple breakfast routines can provide meaningful opportunities for families, partners and individuals to demonstrate care before the demands of the day take over.

According to the brand, acts such as parents preparing their children’s favourite meals, partners making an extra cup of milk before leaving home, and individuals taking time to nourish themselves are everyday expressions of love that often go unnoticed.

Peak Milk said the campaign seeks to challenge the perception that love must always be demonstrated through grand gestures, stressing that care can begin with something as simple as preparing or sharing a nourishing breakfast.

The initiative also promotes self-care, encouraging consumers to recognise that the nourishment they provide themselves is equally important as they pursue their daily goals and ambitions.

As part of the campaign, Peak Milk will provide consumers with information on its different milk variants to help address possible confusion surrounding products such as Full Cream Milk and Filled Milk.

Through accessible consumer-focused content, the brand will explain the characteristics of its various products and help consumers make informed choices based on their nutritional needs and consumption occasions.

Peak said its Full Cream Milk is produced from whole milk and offers creamy richness and nutrients associated with dairy, while its Filled Milk is made with skimmed milk and vegetable fat, providing a creamy taste and an alternative option for everyday nourishment.

Commenting on the campaign, Senior Brand Manager, Peak, Moninnuola Kassim, said the initiative was inspired by the importance of everyday moments of care.

“We believe some of the most powerful expressions of love happen in the moments we often take for granted. Breakfast is one of those moments. It is where we care for our families, connect with the people we love and, importantly, take care of ourselves before facing the day,” she said.

Kassim said the campaign was designed to reinforce the connection between nourishment, love and personal aspirations.

“With Peak Love, we want to celebrate these moments and remind Nigerians that the love we give to others to nourish their goals and ambitions starts with the love and care we give ourselves,” she added.

Peak Milk said the campaign builds on its longstanding presence in Nigerian households while expanding its conversation around nourishment and the everyday ways Nigerians demonstrate affection.

The brand maintained that love is not always expressed through elaborate gestures, but can also be found in simple daily routines.