Wednesday, March 20, 2019


Elite unveils carrot pudding, cherry nut cakes for Christmas, New Year
Monday, 11 December, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
Kerala-based food processing company Elite has launched two specialty cakes - carrot pudding cake and cherry nut cake - for Christmas and New Year.

Carrot pudding cake is a baked pudding cake enriched with soaked carrots, dates, cashew nuts and ghee.

Cherry nut cake is a rich fruit and nut cake, enriched with rich red cherries and cashew nuts. It also has the kick of orange peel, spice blends and the richness of butter.

Cake on Wheels
Elite has also launched Cake on Wheels, a specially-created Elite cake van, to spread the message of Christmas all over Kerala and reunite people with the importance of cakes while celebrating Christmas and the New Year.

During the activity, consumers across the southern state will have the direct opportunity to experience, see and taste the entire range of Elite cakes that will be available in the market during the season.

The brand is being retailed to over 70,000 outlets across South India and Maharashtra through 1,200 distributors.

Besides India, the group has presence in many global markets, including those of the Middle-East, the United States, the United Kingdom, Europe, Canada, Singapore, South Africa, Australia, Taiwan, Israel and Malaysia.

Elite Foods, the largest manufacturer of Christmas cakes in India, has been meeting the requirement of special types of cakes during the festive season for years now.

They are trans-fat-free and are rich in fruits like plums, raisins, dates and nuts like almonds and cashews.

These cakes are made hygienically and untouched by human hands. There is strict quality control in its automated plants.

Elite market growth and potential
During Christmas, Elite cakes are being sold in over 1,00,000 outlets across India and overseas.

The market size of the Indian bakery industry is about Rs 21,000 crore, which comprises all bakery products, including cakes, bread and biscuits.

The estimated annual production of bakery products are in excess of four million ton per annum.

Among this, 57 per cent is bread, 37 per cent is biscuits and balance six per cent comprises cakes and other products.

Sixty per cent of the production takes place in the unorganised sector. But now, the younger generation of India is shifting towards packed consumer products, resulting in a growth in branded cakes.

The market size of the branded Kerala cake market during the season is estimated to be Rs 45 and Rs 50 crore, and Elite cakes holding a market share of 50 per cent of the organised branded segment.

The cake industry in India is growing at a pace of 10 to 15 per cent annually. Elite cakes, which does an average in excess of Rs 100 crore during the year, is expecting a phenomenal growth this season too.

Elite’s food processing division runs one of the largest food companies in South India, with an annual turnover of Rs 6,000 million, 15 per cent of which is from its international business.

The food business of the group is powered by nine quality-driven state-of-art manufacturing facilities across India.

Apart from this, the group also has four outsourced units. It has recently started a special economic zone (SEZ) unit for organic products in Thrissur, Kerala.

With over 150 stock-keeping units (SKUs), the group has a capacity to supply over 600 million ton (MT) of branded products daily with stringent safety and quality controls through its ISO 22000 and hazard analysis and critical control points- (HACCP) certified plants.

The food business of the group is divided into five major categories. These are as follows:
    • Baking: Cake, bread, rusks and cookies
    • Milling: Rice and rice products, whole wheat atta, roasted rava, maida and ethnic food products
    • Convenience: Upma Mix, Palappam Mix, Payasam Mixes, Baji Bonda Mix, Pongal Mix, etc.
    • Wellness: Oats, wheat germ, wheat bran, ragi flour, Samba broken wheat, etc.
    • Organic: Organic sugar, organic spices, organic chakki atta, etc.
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