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Relaunching Cream Cracker:
Maliban to rebound
Shirajiv SIRIMANE
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Chairman, Maliban, A.G.R. Samaraweera, Advisor, Nirosh de Silva
and Head of Marketing, Kumerini Candappa are about to taste some
biscuits.
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The per capita consumption of biscuits in Sri Lankan is around two
kilograms as against 32 in Europe. This reflects that there is a huge
untapped market in Sri Lanka giving the manufactures more opportunities.
Speaking at the relaunch of Sri Lanka’s first Cream Cracker Maliban,
Advisor, Nirosh De Silva in Colombo last morning said that they are now
in the process of re capturing the market.
“The 2005 strike in our company which resulted in six months closure
had a major negative impact and we also lost several foreign buyers,” he
said. The total loss was around Rs. 1.5 billion.
However the company now has totally recovered and today we are
recapturing up on our lost market share. Presently we enjoy 28 percent
of the market and our aim is to reach the original mark of 42 percent
soon,” he said.
“We are also catching up our loss foreign market share and last
year’s turnover was around Rs. 150 million,” he said.
De Silva said that the Maliban Cream Cracker with a ‘new look’ was
being positioned as the “Lifestyle Cracker” catering to all ages.
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Triad Joint Managing Director, Varuni Amunugama about to crunch a new
cream cracker biscuit.
Picture by Sumanachandra Ariyawansa. |
He also said that there are moves to dump Indian biscuits, to Sri
Lanka which are manufactured at a very low cost since they have cheaper
raw material. “If this happens there would be a major negative impact on
over 50 local manufacturers and action should be taken to stop it,” he
said.
Chairman, Maliban Biscuits, A.G.R. Samaraweera said that the
Company’s key strength right throughout its long history has been its
emphasis on quality.
“From the inception Maliban has focused on quality which has in turn
built trust and loyalty amongst generations of consumers. This is also a
our further commitment giving the consumer a quality, great taste
Cracker which is on par with any international product,” he said.
Head of Marketing, Maliban Biscuits, Kumerini Candappa said that
great brands are founded on a simple promise and the launch of the new
Maliban Cream Cracker further reinforces this. Four Sirasa Super Stars,
namely Nadini Premadasa, Sanka Dineth, Chamika Sirimanne and Sureni are
part of the new Cream Cracker communications material.
Candappa added the launch also introduces a 50g pack in addition to
the other packs. This will also help consumers to have fresh biscuits
straight off the pack. This pack is targeted at the young office staff
as well as the snack market.”
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