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MENAFN - Khaleej Times - 22/02/2010

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(MENAFN - Khaleej Times) Abu Dhabi-based Grand Mills plans to explore Dubai and Northern Emirates markets this year as part of its expansion drive, a top executive of the company said.

The company is a fully-owned entity of Abu Dhabi-listed Agthia Group PJSC. It offers baked breads, pastries, cakes, pies, flour mixes, frozen dough products and other treats made from flour.

"We are very strong in Abu Dhabi with 94 per cent market share in flour business and considering to market our products in other emirates in the second half of this year," Muhieddine Labban, Marketing Manager of Grand Mills, told Khaleej Times during Gulfood on Sunday.

"We need to cater all nationalities in the country and for that the company has added so many additional flours in and our business is witnessing year-on-year double digit growth," Labban said.

"Our focus on the consumer is really the main driver behind all our innovations. The more we understand the needs of people, the better we will be at developing new products to fulfill them. This applies across the board; from the taste and ease of use, to the packaging and cooking tips we include for our products… everything is done with the consumer in mind," Labban said.

Manolis Trigkonis, General Manager of Grand Mills said, "We want to showcase our innovative new products and Gulfood is the perfect venue. Our specialty flour, mixes and frozen dough are all examples of how we can make baking accessible to a wider range of people. Food is not just about nutrition; it is a social activity. We need to always remember that."

Established in 1978, the company has been a market leader in innovation and launched several new categories such as specialty flour, flour and frozen dough, having identified a particular set of consumer needs previously unattended to- all innovations coinciding with the launch of its new foreword-looking brand identity focused on understanding the consumer.


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