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Bunge India's Masterline Bakery Service holds 45% of market in fats and oils
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Saturday, 21 April, 2007, 08 : 00 AM [IST]
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MV Chandrashekar, Bangalore
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a Pvt Ltd, which acquired Dalda Vanaspati from Hindustan Lever four years ago now holds 45% of the fats and oils market. The national market size is estimated at 1.2 lakh tonnes. Currently, Food Fats is the second largest player in the fray and the remaining market is held by regional companies.
The company which is a numero uno in the category has 14 varieties of fats and oils which include vanaspati, margarine, bakery shortening, cake gel to name a few.
The items: Lily Vanaspati (for varieties of puff and pastries), Lily Margarine (for flakier and tastier puffs), Golden Seal Margarine (for softer delicious cakes), Marvo Cream (for melt-n-mouth creams), Marvo Biscuit (for crunchy cookies and biscuits), Estella Vanaspati (for Biscuits and cookies), Silver Seal Margarine (for brighter cream and cake decorations), Biskin (for popular and crispy biscuits), Lotus Margarine (for soft and tasty breads), Golden Seal (for premium sponge cakes and Swiss rolls), Dawn (for easy release of baked products) and Lily Oil (adds shine to the baking).
Over 18 years ago, Bunge entered into special fats and margarines segment which is much-sought after by bakers as these are mandatory to ensure the structure of the cake, make biscuits crispier and tastier. It also creates specialised shortening and oil products for commercial bakeries and operates a bakery product development and customer training centre. The special fats and margarines also bind all ingredients well. It also spreads easily between the dough. Further these products also are easy to use, improves volume and softens the bread, explained Stephen Lobo, manager, Masterline Bakery Services. "In fact, we have revolutionised the bakery scene with their items which is a big boon to the bakers," he added.
The specialty items like fat, margarine give aroma, shelf like quality and retains colour of the product. The Masterline Bakery Service product is far superior to the other fats available in the market, stated Lobo. The company's manufacturing facility is located at Trichy in Tamil Nadu.
Rates of the products range from Rs 750 to Rs 900 for 15 kgs. It is packed in bags which is far more economical than tins.
Bunge has developed a range of reduced trans fat and non-trans fat products made from soy, canola, corn and other oils to meet the changing needs of its customers.
It works with food manufacturers and restaurants to formulate oil blends tailored to meet their specific needs.
Bunge has a dedicated research and development center to focus on innovative product solutions, including a proprietary process that reduces trans fats in partially hydrogenated oil by more than 85%. The company also manufactures oils using specialty seeds developed by Dow and DuPont to make canola and soybean for better cooking stability, longer shelf life and taste. These oils do not require partial hydrogenation and does not contain trans fats.
Some of the customers include Britannia, ITC Foods, bakeries like Mongini's, Daily Bread's, Varkey's, Cookieman, Adyar Bakery, Mcrenet, Kaini's and Karachi Bakery.
The company has a strong presence in Southern states, Delhi, Kolkata and parts of western India. Bunge is also planning to gear up to consolidate its position in the market and plan to provide customised orders for their customers. They have agents, distributors and stockists across the country.
The company also offers services to the bakery fraternity by organising training programmes for cake decorations, bakery items, fast food, and also guide them about machinery. The three-day programme held in Bangalore is attended from bakers across India. In addition, cake decoration contests are held at the national level.
The scene in the bakery industry is positive with an annual growth rate doubling to 16%. Cities like Bangalore, Hyderabad, Chennai and Pune have been registering growth of 22 to 24%. Growth is driven through young population, disposable incomes and information technology and IT employment services (ITES) sector.
Another growth driver is the retail chains where bakery joints are a popular hangout arena. A typical trend is for variety of bakery snacks, top quality products and value for money. Trends are that they want quality, value for money and variety.
According to bakery sources, there are more than 16,000 bakeries across the country. Bangalore has around 1,200 bakeries.
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