The Unga Group re-introduces an expanded range of products under its Amana brand, targeting a larger share of the local packaged consumer staple foods market
The Amana brand, which currently features pulses including yellow beans, Black Beans, Rosecoco beans, Nyayo beans, Green Grams, Basmati and Pishori rice, will now feature an expanded portfolio including Premium Sugar, long grain rice, and soon pasta; progressively introduced to the local market.
The re-launch of the products first introduced in 2014, is part of a Sh521 million three-year market repositioning project by the firm pursuing a comprehensive food strategy to boost its corporate value and return on investment for its shareholders with a diversified portfolio of value-added products.
According Unga Group, Managing Director Joseph Choge, the firm strives to deliver to the market the best quality brands that offer great value for money and are trusted for consumer satisfaction.
“As a fully integrated foods business engaged in the manufacturing, processing, and trade of food products, we sought to create value propositions that inspire moments of togetherness.” Choge noted.
He was Speaking at a re-launch event at the firm’s manufacturing complex in Nairobi where he clarified that the firm is aligning its growth plans to emerging market trends inspired by changing dietary needs and increased demand for nutritious foods.
“The demand for quality nutritious packaged staple foods including pulses, cereals and related products in the local retail market is growing at a rate of more than 30% annually due to increased health consciousness.” Choge added.
He says the re-introduction of Amana branded products will positively impact local farmers as the company will prioritize local sourcing for all its products.
To service the market, he says the group, has invested and partnered with various entities with state-of-the-art processing facilities for consumer-packaged foods incorporating a certified laboratory, sorting, polishing, and packaging machines.
Chief guest at the relaunch Kello Harsama, the Crop Development, Principal Secretary, said the government will consider a petition to classify white maize exclusively for human consumption and yellow maize for animal feeds.
The PS said such a classification will reduce the prevailing raw material pressure for both human and animal feeds as both compete for white maize supplies.
He added that the government is encouraging farmers to grow alternative animal feed and edible oil crops to bridge the current local production deficit.
According to global research firm Research and Markets, the global pulses market size reached US$ 91.8billion last year and is expected to reach US$ 118.9billion by 2028, exhibiting a Compound annual growth rate (CAGR) of 4.41 per cent during 2022-2028.