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THE MARKET Cooking Chapati & Baking a Delightful Experience Is THE MARKET Atta Mark 1 and Brown Bread. Cooking chapati & baking a Other key wheat brands include delightful experience is having Kenya’s Pride® Bakers flour, the right ingredients to create Biscuit Flour, Pure Patent flour, that excellent delicacy. Whether Cracker Flour and Paa® home at home or in a small bakery, one baking flour. feels confident in the kitchen knowing the end product will THE PRODUCT make many come back for Exe family brands are milled more. For both commercial and using superior quality grains? home baking, it’s all about the selected to achieve high customer Exe quality. In East Africa, Exe satisfaction levels at the same wheat flour continues to create time ensuring that the nutritional that baking excellence? targeting value is retained in products all market segments including when baked or cooked. home/ domestic bakers and For ease of consumer choice industrial users like bakeries, for the intended purposes, the 5-star hotels and restaurants. Exe brands are named after the Well over 3 million chapati’s foodstuffs they are intended to made from Exe are consumed bake. For example, Exe All purpose in Kenya everyday making EXE is best for chapati’s, samosas, brand, the market leader. pastry products & pancakes. Exe Chapati is specifically used to ACHIEVEMENTS prepare the softest chapatis while The various Exe brands were Exe Self Raising is used for cakes re-launched in 2003 with the and other products that require introduction of new attractive raising agents, since it’s already white packaging. The white premixed. Exe Brown Bread is packets offer directions for easy used for whole meal bread, Exe use and represent the quality Atta Mark 1 for brown chapattis and hygiene of the contents and Exe Mandazi for making the inside. The brands also have a tastiest Mandazi that Kenyans clearly marked expiry date that love. conforms to international used Exe brands are available in expiry period standards for wheat all retail supermarket outlets flour in order to ensure freshness throughout the region and they all the time. account for the largest flour sales The EXE brand logo depicts in key retail chains. This ensures the symbol of the highest quality brands availability at the points products that consumers can where most consumers purchase trust. Unga Limited is a Hazard their groceries. Analysis and Critical Control Points (HACCP) HISTORY certified organization. HACCP is a quality Unga Limited was born exactly one century RECENT DEVELOPMENT management system & production process that ago, with the aim of serving the milling needs The company recently expanded its EXE portfolio ensures food safety control measures are observed of the fledgling wheat growing industry that to include the more convenient and affordable and maintained from raw materials purchase & had established itself in the Rift Valley Region smaller SKU’s that includes the 500gms Exe All receipts, to the milling process, the packaging of of Kenya. The first mill was built in Nairobi on Purpose pack size. This will enable the consumers the product, right up to dispatch to the consumers. what is now known as Koinange Street (formerly to access EXE especially in the rural areas and The company has also incorporated the ISO 9001 Sadler Street). Since 1956, Unga Group has been the low-end markets nationally. An improved Quality Management System. The company a public listed company with shares traded at the turnover and market share is projected especially implements the First in- First out (FIFO) inventory Nairobi Stock Exchange (NSE). The company through renovation of the distribution system and management systems at its warehouses, distributor prides itself on being Kenya’s oldest and still one consumer education on its speciality products warehouses and retail outlets thus ensuring only of the largest millers, with a century of heritage like Exe Chapati, Exe Mandazi, Exe Self Raising, freshest of products are available to consumers at in flour milling. Exe Atta Mark 1 and Exe Brown Bread to ensure all times. On top of this, the EXE brand has also The company’s major Wheat brand is EXE® it’s widely available for the convenience of all continued to be awarded the KEBS Standardization a family embodying specialty home baking flours consumers. This will be in addition to heightened mark and Diamond Mark of quality. - All Purpose, Chapati, Mandazi, Self Raising, marketing support activities both above the line 52 53 & below the line tactical campaigns increase is committed to increased EXE’s visibility in product conforms to the highest quality awareness & induce retrial across the entire EXE order to continue reinforcing our consumers’ standards brand portfolio driving both growth and brand pride in the brand. • Value – the brand strives to provide customers value. with the best value for money BRAND VALUES • Range - the wide product portfolio and the PROMOTION EXE brand stands for the following values: various pack sizes gives consumers the To maintain a local presence and to enhance Excellence, consistency, quality, superior, opportunity to make a wide berth of choice. personal relationships that integrate both the premium and great value. It guarantees consumers • Innovation - from the roll out of new trade and consumers, the company runs regular freshness for a healthy & active life. The EXE specialty wheat products the brand ensures trade marketing programmes through its key brand prides itself with wellness for the whole that consumers emerging needs are aptly appointed distributors & also by conducting family. addressed national consumer promotions. This has ensured The brand specifically promises consumers • Health platform – the whole meal Atta Mark that all our customers get both positive buying value for money and is committed to: & Exe Brown Bread have high fibre content experience and post consumption satisfaction. • Quality - the company has invested in the and offer natural and wholesome meals This has created a strong brand advocacy driven finest machinery as well as a fully equipped making it highly nutritious for entire family. by both the trade and the consumers. The company quality control laboratory to ensure the final THINGS YOU DIDN’T KNOW ABOUT EXE Exe was coined from the old windmill sign ‘X.’ The company that mills the EXE brand will be 103 years old in December 2011 The various Exe brands were re-launched in 2003 when the company consolidated all its wheat flour brands into one line 52 53.
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