Unga Group expands Amana Range of consumer foods in market repositioning strategy

KENYA – As part of the corporate revamp, listed food processing firm Unga Group has re-launched the Amana range of consumer foods as the company eyes a larger share of the local packaged consumer staple foods market.

First introduced in 2014, the Amana brand, currently features pulses including yellow beans, Black Beans, Rosecoco beans, Nyayo beans, Green Grams, Basmati, and Pishori rice.

However, with the recent move, the range will now feature an expanded portfolio including Premium Sugar, long grain rice, and soon pasta; progressively introduced to the local market.

According to Unga, the expansion is part of a KES 521 million (US$3.6M)  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.

Speaking at the re-launch event at the firm’s manufacturing complex in Nairobi, Joseph Choge, the firm’s Managing Director stated that the company plans to tap into the growing demand for quality nutritious packaged staple foods including pulses, cereals, and related products in the local retail market.

According to him, the growth rate exceeds 30% annually due to increased health consciousness, adding that 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 said.

Additionally, Choge revealed that the re-introduction of Amana branded products will positively impact local farmers as the company will prioritize local sourcing for all its products.

To ensure efficient market delivery, Choge said that Unga 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.

“The re-introduction of Amana with a clear retail go-to-market strategy is one of our corporate priorities at Unga in our product diversification strategy beyond maize, porridge, and wheat flour products, as we seek to maximize value for our customers and shareholders,” he added.

Gracing the event, Kello Harsama, Crop Development, Principal Secretary said that the government will consider a petition to classify white maize exclusively for human consumption and yellow maize for animal feeds.

According to him, such a classification, he noted, will reduce the prevailing raw material pressure for both human and animal feeds as both compete for white maize supplies.

The government, he added, is also encouraging farmers to grow alternative animal feed and edible oil crops to bridge the current local production deficit.

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