Providing customers access to lower priced good quality products, was the main drive behind introducing the Keells own label range. The range of Keells products, not only covers majority of the household needs, it is at 10% less than comparable products of regular brands and is of good quality.
The Keells products range offers customers the ability to save on their household shopping and a range of affordable products for anyone wanting to purchase everything under one roof. They are priced competitively due to the minimum marketing and distribution costs incurred as they are products marketed by Keells itself. At the moment, the range has grown to include more than 340+ products in attractive packaging that is easily identifiable as Keells.
The range of Keells own label products consists of essentials such as rice, pulses, eggs, spices to a range of biscuits and to household items which include dishwash liquid, detergents, paper products and cleaners. The newly introduced products include vegetable oil, coffee, jam, curry mixes, snack, to disinfectants which have become very popular with customers. Offering customers healthy and nutritious product choices is important to Keells, and a ‘Free From’ category where lactose free soy milk powder, liquid milk and ice creams in Chocolate and Vanilla flavours have been introduced as well a mix berry frozen yoghurt. The organic range, another category including products such as virgin coconut oil and coconut flour, black and green tea, spices such as cinnamon, cinnamon powder, cloves, cardamom and pepper was introduced to cater to a growing segment of health conscious customers. A low sugar tomato sauce has been introduced under the ‘Lite’ category and customers can look forward to more products under this range. Introducing these products not readily available in the market at affordable prices is a testament regarding Keells’s focus on listening to customers and providing them with quality and affordable products.
To ensure quality, Keells own label products go through a stringent quality checking process and quality checks are performed periodically throughout the supply chain. These include an independently conducted facility audit, scheduled laboratart tests for products, a sensory evaluation of products and at certain times an audit by the Keells Quality Assurance Team as well. Out of our own label food suppliers, 70% are GMP certified, a testament to the quality of these products.
This year saw Keells introduce an ‘Ethical Sourcing Policy’ to the own label suppliers which includes a process of checking on parameters such as, adherence to environmental policies, water consumption and discharge, waste and affluent discharge, labour practices, plastic and polythene usage and noise and pollution impact among others. This is not all, if scores are lower than the expected benchmark, Keells plans to work with the suppliers to improve the score thereby supporting the supplier to uplift their standards and improving the quality of the products.
“At a time where all households are feeling the strain on the home economy, products that are of good quality at affordable prices matter to ensure you get the best value for money. Keells products can be trusted to deliver on this promise,” the Company said in its statement.