Dei Group rolls out premium Ugandan flour brand ‘Bella wheat grain’
Bella Grain stands out for its high water absorption capacity, which increases dough yield by up to 25% compared to conventional flours.
UGANDA – Ugandan conglomerate Dei Group has introduced its new flour brand Bella Wheat Grain, a premium, locally produced flour brand aimed at both industrial and household use.
The product was unveiled during a high-profile event held at the Sheraton Hotel in Kampala, with company executives highlighting its superior quality and potential to transform the national flour market.
According to Ronald Ssemakula Katali, General Manager of Dei Group, Bella Grain stands out for its high water absorption capacity, which increases dough yield by up to 25% compared to conventional flours.
“If a 50kg bag of ordinary flour produces two jerrycans of dough, Bella Grain will give you two and a half. That’s additional value for every user, whether a commercial baker or a home cook,” Katali explained.
Bella Grain is produced under Dei Industries International Ltd, a subsidiary of Dei Group known for maintaining international standards across its operations.
The flour comes in two main variants: Bakers’ Flour, ideal for bread production, and Home Baking Flour, formulated for local delicacies like chapatis and mandazi.
“We’ve rebranded and this launch is our way of thanking our customers for a decade of support. Our mission is to make Bella Grain the number one choice for quality flour in Uganda,” Katali said during the launch.
On her part, Ms. Kellen Magoola, Executive Director of Dei Group, highlighted the company’s experience in the flour business, dating back over a decade.
“We’ve been in wheat flour production for 10 years. This time, we’re coming back stronger and more capable. Our competitors are in for real competition,” she said
She reaffirmed the group’s commitment to consistency and quality, noting that Dei Industries International stand for excellence in everything it does, and customers can expect a steady, reliable supply of high-quality flour.
The launch marks Dei Group’s strategic expansion into Uganda’s flour industry, adding to its growing business portfolio which includes Dei Organics and Dei Biopharma Ltd, the latter being Africa’s largest pharmaceutical manufacturing facility.
According to the company, prior to the official unveiling, the company conducted an intensive market survey across Uganda. A team of 50 marketers was deployed nationwide to assess consumer demand and gather feedback.
“The response was overwhelmingly positive. From the north to the south, east to west, Ugandans are excited about a local brand that delivers international quality,” Katali noted.
Dr. Mathias Magoola, Managing Director of Dei Group, praised the company’s loyal customer base and shared his long-term vision.
“It is because of our clients who believed in us when we were still a small maize flour shop at Tirupati Mall that we’ve reached this point. We aim to become Uganda’s largest taxpayer and create over 40,000 jobs in the coming years,” he said.
Dr. Magoola also credited government support for creating a conducive business environment.
“We are grateful to our government for supporting private sector growth. This flour brand is a testament to what Ugandan companies can achieve with the right environment.”
The introduction of Bella Grain comes at a pivotal time as Uganda seeks to reduce its reliance on imported food products and strengthen its agro-processing sector. The local flour industry, which serves a population of nearly 48 million, has faced challenges in product consistency and pricing gaps that Dei Group aims to close with its new offering.
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