Fortune Cooking Oil adjudged No. 1 edible oil brand in Sri Lanka
Tuesday, 12 August 2014 00:01
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Fortune Cooking Oil, the internationally-certified cooking oil marketed and distributed in Sri Lanka by Pyramid Wilmar Ltd., was adjudged the number one edible oil brand in Sri Lanka according to the 2014 Reports of the research company Lanka Market Research Bureau (LMRB). The research was based on the LMRB Household Panel which is a continuous monthly tracking of household purchases of around 45 selected FMCG categories in Sri Lanka.
The palm fruit used in the production of Fortune Palm Olein which is also known as Fortune Vegetable Oil is harvested from palm plantations owned by Wilmar International in Malaysia, Indonesia and southern parts of Sri Lanka. The company has a state-of-the-art manufacturing plant and an edible oil refinery with the largest capacity in Sri Lanka together with a highly-skilled workforce of over 350 individuals.
Pyramid Wilmar is backed by Wilmar International, known to be the world’s largest processor and merchandiser of palm and lauric oils, as well as the largest in edible oils refining and fractionation, specialty fats and palm biodiesel, who are present in 64 countries. Through the supply chain integration, the cost advantages thus derived enable Pyramid Wilmar to offer superior quality products at an economical price.
The current Fortune Cooking Oil portfolio includes Palm Olein (vegetable oil), coconut oil, sunflower oil, soyabean oil and corn oil which come in different pack sizes. Fortune cooking oils are available in retail shops and supermarkets across Sri Lanka. Fortune cooking oils have several international food hygiene quality certifications that include ISO 22000, ISO 14001, ISO 9001, HACCP, FSSC 22000 and SMETA.
Speaking about this significant achievement, Pyramid Wilmar Head of Sales and Marketing Hiranth Fernando stated: “We are proud to be adjudged the No. 1 edible oil brand in Sri Lanka. This is indeed a great achievement for Fortune Cooking Oil and underscores the trust the household consumer has in our wide range of oils.” He added that Fortune Cooking Oils were launched in 2006 and within a short span of eight years the brand has been able to achieve the market leader position in a highly competitive market.
“From the inception, our objective has always been to give the consumers the best product at the best price as we believe that they deserve a product that gives them value for money. Therefore, we have been able to produce a superior quality product, affordable to the masses. The objective of making the prices palatable, is to narrow the gap between unbranded (loose) oil and branded oil, since the edible oil industry is still heavily dominated by unbranded oils which are unhygienic and inferior in quality,” he added. “That is why we have been able to become the best in a relatively short period of time,” he claimed.
Pyramid Wilmar Ltd. is the joint venture between Asia’s largest integrated agri business group Wilmar International Ltd. and Pyramid. In addition to Fortune Cooking Oils, Pyramid Wilmar is the marketer and distributor of Masterline Bakery products in Sri Lanka.
The company’s business activities include merchandising and processing of palm and lauric edible oils, manufacturing of bakery shortening, fats and margarines for local and export market, manufacturing of small pack consumer edible oils and sugar trading.
Pyramid Wilmar’s latest venture was the strategic partnership it entered into with Sunshine Holdings and Tata Global Beverages to jointly own Estate Management Services Ltd., which is the holding company of Watawala Plantations PLC and Watawala Tea Ceylon Ltd.
