Grand Mills, one of the UAE’s leading flour manufacturers, has unveiled its new brand identity to highlight the company's all new “live healthy” approach.

The new look presents a modern and consumer-friendly approach that also meets several key consumer needs, said a statement from the company.

Grand Mills, part of Abu Dhabi-based Agthia Group, a public joint stock company with interests across several FMCG categories, has been in the business since 1978.

The new brand look comes after several months of research and consumer audits, with several features that are set to redefine the category.

“Ever since the new management team took reins of Grand Mills, we set ourselves an ambitious growth target, backed by a complete re-look at the business,” said Jacek Plewa, general manager.

It was part of a two-year process that has seen the company revamp almost all its business processes.

“One of the key things on our agenda was to redefine our category by closely understanding what the consumer wants and aspires to – not just in her choice of flour, but in her whole outlook towards life.”

"This began with a re-think on the brand’s look and feel, and extended across the board to packaging and POS material," Plewa noted.

“Our team has worked hard with several outside agencies to develop what we see today,” explained Jacek. “It was a long and tedious process of designing and consumer testing before we could finalize the various elements of the present logo.”

"While the logo itself is an important part of the brand, the team at Grand Mills clearly understood the magnitude of the task they had started, which meant the extension of the new brand image across every element, including the packaging," he remarked.

Grand Mills has also introduced two new products - Flour No.1 and Flour No.2, in 10 Kg redesigned packs, to mark the brand image launch.

“Today’s consumers need engagement and a caring attitude, and concrete benefits from brands who participate in their lives, enabling them to do the things they want to do,” Jacek explained.

Muhieddine Labban, marketing manager, said: “To do this, we need to shift flour products out of the commodity domain and transform ourselves into a brand that understands consumers.”

"Grand Mills’ research into consumer preferences revealed that most people who buy flour want to see the finished product – in this case, the bread, on the packaging."

For the first time, Grand Mills packaging will deliver this benefit. “We intend to produce a number of specialty products for consumers, and unless we actually show the finished product, we will not be able to tell consumers the difference,” said Muhieddine.

“For example, how many consumers understand that a flour product suitable for baguettes is quite different from flour for, say, chapattis?,” he asked.

With the new packaging, consumers can now keep the flour in the bag itself, since it comes with a zip-lock. This is a huge advantage over other brands available in the market.

The two new products are now available at retail outlets across the UAE. The company also plans to launch several new, innovative products in the coming months.-TradeArabia News Service