International Marketing

Topics: Biscuit, Sri Lanka, Biscuits Pages: 2 (559 words) Published: September 6, 2013
Ceylon Biscuits in Rs 1 bln expansion project
By Iromi Perera
Ceylon Biscuits Limited's Munchee brand a household name, has invested a billion rupees in a new plant in Ranala to increase production capacity and expand its product range. The company, which recently acquired a big biscuit plant in India, intends to widen its product range to bakery items, such as cakes, and expand the Ritzbury chocolate range, which is number two in the local market. The company is well known for products such as Marie, Lemon Puff and Super Cream Cracker and has been responsible for novel products such as Tiffin and Chocolate Puff. Nandana A. Wickramage, Director of Marketing and Sales, told The Sunday Times FT in an interview that modern machines have been imported from USA and Italy for the new plant. Ceylon Biscuits is the largest Sri Lankan exporter of biscuits, chocolates and soy products and its Munchee brand has a 48 percent share of the local market. The firm has one of the largest distribution networks that covers the entire island. Last year the company had a turnover of $2 million from their exports which are expected to rise this year. The company produces 2,500 metric tonnes of biscuits everyday and has a workforce of around 1,500. It currently exports to 35 destinations around the world, including the US, Canada, and Europe. Its newest markets are African countries such as Ghana and Botswana. Australia is the biggest market for the chocolate covered biscuits and savory biscuits. Ceylon Biscuits also does manufacturing for around 10 private brands in Australia, Hong Kong and New Zealand and supplies supermarket chains such as Walmart and Kmart. Ceylon Biscuits exports soy products under the brand Lanka Soy and products under the Cecil brand which include dehydrated fruits, fruit juices, fruit pulps, desiccated coconut, cashew and spices. The company promotes its products by participating in international food fairs. Ceylon Biscuits has an understanding with...
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