Unga Group

Unga Group increases product offering under its Amana brand in diversification drive

Unga Group has announced plans to introduce an expanded range of nutritious products under its Amana® brand.

 The Amana® brand currently features pulses including yellow beans, Black Beans, Rosecoco beans, Nyayo beans, Green Grams, Basmati and Pishori rice. It will now feature an expanded portfolio including Premium Sugar, long grain rice, and soon pasta; progressively introduced to the local market. 

 The re-launch of Amana® products, first introduced in 2014, is part of a Kshs 521 million three-year market repositioning project by the firm. This is in a bid to pursue a comprehensive food strategy to boost its corporate value and return on investment for its shareholders. 

Unga Group Managing Director Mr Joseph Choge said,  “As a fully integrated foods business engaged in the manufacturing, processing, and trade of food products, we sought to create value propositions that inspire moments of togetherness,” he said. Choge added that the firm is aligning its growth plans to emerging market trends inspired by changing dietary needs and increased demand for nutritious foods.

 “The demand for quality nutritious packaged staple foods including pulses, cereals and related products in the local retail market is growing at a rate of more than 30% annually due to increased health consciousness,” Choge said. He added, “the re-introduction of Amana® with a clear retail go to market strategy is one of our corporate priorities at Unga in our product diversification strategy beyond maize, porridge and wheat flour products, as we seek to maximize value for our customers and shareholders.”

 To service the market, Unga Group, Choge said, has recently invested and partnered with various entities with state-of-the-art processing facilities for consumer-packaged foods incorporating a certified laboratory, sorting, polishing, and packaging machines. The firm’s operations are all ISO 22000:2018 certified and employ a HACCP-based Food Safety Management System to ensure products are safe and exceed customer expectations. 

 In Kenya, Unga Group relies on technology-driven distribution capabilities to reach its customers more efficiently, conveniently, and affordably through relevant partnerships. The firm has adopted contemporary sales capabilities, including an online sales platform to complement its route-to-market options such as Wholesalers, Supermarkets and Dukas.

 According to global research firm Research and Markets, the global pulses market size reached US$ 91.8 Billion last year and is expected to reach US$ 118.9 Billion by 2028, exhibiting a Compound annual growth rate (CAGR) of 4.41% during 2022-2028.