Engro Foods enters fresh dairy segment
Engro Foods Limited, the fastest growing Pakistani multinational company entered the fresh dairy industry of Pakistan with their new brand “Mabrook”. The company’s objective is to tap into the dominant Fresh Loose Milk segment using the pasteurisation process.
‘Mabrook’ offers all the benefits of Fresh Milk, ie consistent cream (balai) yield, value in usage (yogurt, butter, ghee, direct consumption, etc) and daily fresh supply of milk at Mabrook shops. Keeping the Loose milk consumer insights into view, the milk is sold through milk outlets and is dispensed hygienically to ensure that the best possible quality product reaches the consumer. Speaking at the occasion, Sarfaraz A Rehman, CEO, Engro Foods said: “Out of 20 billion liters of tradable milk in Pakistan, the unbranded fresh dairy holds almost 74 percent for the share in the industry. We wanted to tap into that category and offer a value-added product to this key segment of the Pakistani market–living our purpose of elevating consumer delight for a wide section of the society.
Although we are selling our product through milk outlets, the product is backed by our commitment to quality excellence–a fact visible through our local and international certifications. We are hopeful that Mabrook with its unique proposition and better quality will offer a more economic and healthy choice to our consumers.” Mabrook is Engro’s response to the loose milk consumers’ need for fresh, clean and unadulterated milk; bringing a product that is affordable while delivering quality and staying true to its offering.