The company, established to market and distribute the Division’s finished agricultural products in the domestic and international retail markets, consolidated its strategies and direction for consumer packed products during the year under review.

The strategy began with the introduction of a new umbrella branding logo – Sime Darby Foods – for all its consumer food products. The new umbrella branding logo resulted in a more consumer-friendly product packaging while demonstrating Sime Darby’s commitment to providing high quality products to consumers.

In line with its new strategic direction as a cooking oil specialist, the company launched two new brands for its palm olein and soft oil products. The palm olein was branded ‘ALIF’, while the soft oils comprising sunflower oil, corn oil, canola oil and soy oil were branded under ‘O’LIFE’. Its marketing campaigns included television, radio and print advertisements.

Through a joint-venture initiative, the company began distributing new cooking sauces and easy-to-make desserts under the ALIF brand during the year under review. This move is expected to increase Sime Darby Foods’ presence and visibility in retail outlets. To ensure product accessibility and availability to consumers, the company has engaged more than 33 distributors throughout Malaysia as well as the Saudi Arabian and UAE markets.

In June 2010, the company launched its first DELICO brand billboard in Jeddah and will continue to invest in advertising and promotional activities in the Middle East.

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