Engro Foods Products

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Engro Foods (Pvt.) Limited (EFL) has been established in 2005 as part of a diversification process at the Engro Group. The plant located at Sukkur on 23 acre land, has the raw milk reception capability of 300,000 liters per day and UHT milk capacity of 200,000liters per day. The plant has been established at a cost of Rs. 1 billion which provides direct employment to 750 people. Engro Foods has entered the Food business through milk processing and sale with the company’s vision to pursue growth opportunities based on country fundamentals and own strength. It also positions the company to leverage its corporate social responsibility initiatives and work closely with rural communities to promote integrated farming and livestock development. This effort is expected to play pivotal role in poverty alleviation and improving livelihoods of the poor in the milk collection areas. Engro Foods will work with the Pakistan Poverty Alleviation Fund and its three partner organizations to help implement sustainable business models that increase farmer’s profitability and develop a positive social and business climate for growth and expansion of livestock and other forms of value added agriculture

This is an Ultra High Temperature treated milk product. Over the years, the product has established a strong consumer base and has become one of the leading products of the Company, contributing the second highest % of the Company's sales. The product faces great competition from other established substitutes in the market (Nestle, Haleebetc). Consequently, a significant amount is spent on the product's advertising & promotional activities, diversified across the entire media range to target a larger customer base every year, which has helped the Company attain the market leadership in the UHT industry.

Target Customers:
Olper's milk is sold widely to all customers with ages varying from 2 to 60+ years via distributors & retailers located throughout the country.

Competitive Products:
Nestle MilkPak, Haleeb Milk and Goodmilk.

Olper's Milk is sold in the following 5 packings;

1000ml and
1500ml packs.

Ollwell milk
Olwell Milk is the skimmed UHT milk product and focuses on the health conscious customer base. Hence the product contains around 3% less FAT as compared to Olper's Milk (which is a rich ingredient treated milk product). Currently, the product's sales are declining as a result of aggressive marketing & promotional strategies adopted by well-established substitutes available in the market, in the form of both local & imported skimmed milk products.

Target Customers:
Olwell mainly targets a particular market niche (i.e. health conscious consumers) via retailers, e.gMakro& Metro Cash & Carry (Pvt) Ltd etc.

Competitive Products
Nesvita Milk (Pro Activeborn) & various imported skimmed milk products available.

Olwell Milk is sold in 1000ml packing only.

NOTE: During the current period, the Company has withdrawn the product from the market and has launched Olper's Lite instead.

Olpers cream
Olper's Cream is the fresh cream used in deserts, coffee, milk shakes and as an assortment of topping by households and restaurants/hotels. The product's sales are declining sharply due to enhanced sales promotion activities by competitor brands and also because of relaxed response to such competitor tactics by the Company.

Target Customers:
Olper's cream is sold to all classes of society via distributors & retailers.

Competitive Products:
Haleeb Cream &Milkpak Cream

Olper's Cream is sold in 200ml packs only.

This is a UHT treated Liquid Tea Whitener and was launched in August 2007. The product has gained tremendous success over the last few years and is now one of the primary products of the Company,...
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