Despite huge production and being the most important basic grocery item in Pakistan, the wheat category has largely remained unorganised.
Sunridge Foods has recently introduced a whole wheat flour brand called Sunridge Chakki Atta to meet consumer demand for natural, healthy and hygienic whole wheat flour.
Wheat is the main source of nutrition for most people in Pakistan. About 50 per cent of the wheat flour (atta) obtained from wheat is used in households to make different kinds of flat breads (roti, chapati and naan), while the other half is processed into white flour (maida), with negligible bran content to make bakery products (biscuits, bread, cakes and pastries), noodles, pizzas, semolina and other sweetmeats.
Despite huge production and being the most important basic grocery item in Pakistan, the wheat category has largely remained unorganised. The market is regionalised with different small players operating in specific provinces and towns. Until 2015, there existed no national wheat flour brand. Onaaj was launched in 2015 by Engro Foods and was discontinued last year. It was the first and only national brand. Hence, the branded flour category is a mere five percent of a big chunk that belongs to white flour and the strongest player is Ashrafi.
As packaging plays a vital role when it comes to wheat and its shelf life, Sunridge Foods made it a point to come up with leak-proof, plastic packaging that not only retains the quality and hygiene of the flour, but protects it from environmental moisture and contamination by insects, pests, microbes and dust. Going forward, Sunridge Foods plan on introducing more variants of flour and bringing in other food categories.
