Capwell launches premium maize flour, AMAIZE to drive food diversity

Capwell Industries Wednesday launched a new premium maize flour, AMAIZE, with a campaign to promote the use of the whiter, softer, premium flour in a far wider range of recipes.

The launch comes in the wake of a research recently released showing that two-thirds of Kenyans eat the same meals continuously. According to research company Geopoll, the main reason for this is that consumers are often too pressed for time to conceive and prepare more elaborate and diverse dishes.

“Yet the attraction of food comes from the pleasure it gives in the eating, and from the nutritional and health gains it delivers,” said Rajan Shah, the CEO of Capwell Industries. “Thus, our aim with this product launch is to increase the pleasure, and improve nutrition as well, in a Kenyan market that is becoming more sophisticated, and which we believe is ready to be adventurous in its use of higher quality ingredients across a wider array of meals.”

Because AMAIZE premium maize flour is whiter and softer than other maize flours, it cooks more rapidly, delivering exceptionally white ugali in 10 minutes, compared to 12 to 14 minutes’ cooking time with other flours.

“This ease of use and the quality of the ugali has, therefore, created a perfect foundation for more sophisticated meals, which we are now seeking to promote with information as well, on the basis that AMAIZE is an opportunity for consumers to treat themselves, and treat their families, to a new level of eating experience,” said Rajan.

This initiative comes against the backdrop of studies over many decades that have found constantly eating the same meals decreases the pleasure in eating, and reduces both appetite, and weight.

“Ugali remains the king of the staples in Kenya, and with AMAIZE we are elevating it to a new level of whiteness and softness, cooked at greater speed. But we are also keen to assist in bringing total meal sophistication to Kenyan families, with new recipes and techniques too,” said Chetan Shah, Marketing Director for Capwell Industries.

As well as producing the Soko Maize flour & Soko Uji, porridge from Millet, it extends its basket further to the Pearl & CIL rice and pulses range and the Ranee Spaghetti brand. It plans to serve the market with assorted wheat flour products this year.

The manufacturer recently secured Hazard Analysis and Critical Control Points (HACCP) food management certification, which is a highly regarded international standard to ensure food safety.