Engro Foods Limited (EFL) on Monday announced the launch of its all-purpose premium packaged milk under the brand name 'Olper's'. This is Engro Food's first step in the foods business and the company has plans to become globally competitive with multiple product line extensions with creation of valuable brands.
The launch follows the establishment of a state-of-the-art production plant at Sukkur that includes the only third-generation UHT unit in the country so far. Further, the EFL plant is the only one in Pakistan that uses 'Bactofuge' technology to virtually eliminate bacteria and ensure premium quality and hygiene.
At the launching press conference here on Monday, Engro Foods CEO Sarfaraz Rehman said: "Our decision to enter the food business through milk processing and development of a branded dairy business is based on Engro Foods vision to pursue growth opportunities based on country fundamentals and the group's strength."
Olper's is a premium quality purpose milk that would be available in 'Tetra Pak' packaging of 250 ml, 500 ml, and 1 litre throughout the country. The high-tech production processes involve several quality control procedures, starting from the first step of milk collection from the farmers to the final step of packaging and transportation to retail outlets.
Engro Foods Marketing Director Ali Akbea said that for the development the company was looking forward to becoming a fully developed food company with a complete range of products in all food segments ie from confectionery to culinary and from infant foods to ready-to-cook meals. Engro Foods intends to become the premier food company in Pakistan that can also serve global needs.
Sarfaraz A Rehman said: "As part of our expansion and diversification strategy, we are looking for joint ventures with internationally renowned brands and are also viewing to grasp opportunities in the local market as and when they surface."