Serendib launches fortified flour

Saturday, 13 February 2016 00:00 - - {{hitsCtrl.values.hits}}

Serendib Flour Mills (SFML) recently introduced fortified wheat flour to the Sri Lankan market for the first time, as part of the company’s long-term commitment to nourishing the nation.

SFML’s fortified wheat flour is part of the company’s ‘7 Star’ range and is the only wheat flour available in Sri Lanka that contains essential minerals such as iron and folic acid, making it the healthiest and most nutritious choice for consumers. This wheat flour is available in the All Purpose 1 kg, 5 kg and 750 g packs.

It has been estimated that one in three children and one in four adults in Sri Lanka suffer from iron deficiency anaemia, which is considered to be the most critical micronutrient deficiency in the country. According to UNICEF, anaemia, mainly caused by an iron deficiency, affects approximately 40% of pre-school children and one in two pregnant women in developing countries. Recognising the growing need for healthier FMCG products in Sri Lanka and in order to support national nutrition efforts, SFML introduced fortified wheat flour to offer consumers access to nutritionally enhanced flour of the highest quality.

“We are immensely proud to be the first company in Sri Lanka to introduce fortified wheat flour to the local market. This wheat flour is milled at our state-of-the-art facility at the Port of Colombo, using the finest selection of wheat grains from the US, Russia, Canada, Australia and other countries around the world,” said SFML Senior Manager Sales and Marketing Kalinga Wijesekera.

Commenting on the importance of making fortified flour available in Sri Lanka, he said Serendib Flour Mills has always closely analysed the needs of our consumers and the country and we have developed new products to cater specifically to those needs. Fortification is often considered part of a country’s nutrition strategy and is supported by global organisations such as UNICEF and the World Health Organization.

“We have always tried to lead the way in the industry by offering consumers a diverse choice of wheat flour that caters to their preferences in taste and quality, as well as their nutritional requirements. Our ultimate goal has always been to ensure that the people of our country enjoy access to the very best wheat flour products available in the market along with optimal levels of nourishment.”

Fortified wheat flour can easily be used instead of regular wheat flour to make a variety of local staple dishes such as string hoppers, pittu, rotti and other local food items as well as baked items. Fortified products have helped to alleviate nutritional deficiencies in many countries as consumers don’t have to change their eating habits; they simply have to prepare their favourite meals with fortified ingredients in order to enjoy added nutritional benefits.

Serendib Flour Mills is one of the leading flourmills in Sri Lanka and is a joint venture between Al Ghurair Foods (AGF) and Emirates Trading Agency (ETA). The company’s ‘7 Star’ brand of flour has been nourishing the nation for seven years and embodies purity, innovation, quality, freshness, expertise, service and trust. Serendib Flour Mills is committed to becoming the most preferred brand of wheat flour in Sri Lanka and the preferred supplier in international markets.