‘7 Star’ – First to introduce fortified flour to Sri Lankan market

Serendib Flour Mills (SFML) recently introduced fortified wheat flour to the Sri Lankan market for the first time, as part of the company’s long-term commitment to nourishing the nation. 

SFML’s fortified wheat flour is part of the company’s ‘7 Star’ range and is the only wheat flour available in Sri Lanka that contains essential minerals such as iron and folic acid, making it the healthiest and most nutritious choice for consumers. This wheat flour is available in the All Purpose 1Kg, 5Kg and 750gm packs.

It has been estimated that 1 in 3 children and 1 in 4 adults in Sri Lanka suffer from iron deficiency anemia, which is considered to be the most critical micronutrient deficiency in the country. According to UNICEF, anemia, mainly caused by an iron deficiency, affects approximately 40 percent of pre-school children and 1 in 2 pregnant women in developing countries. Recognizing the growing need for healthier FMCG products in Sri Lanka and in order to support national nutrition efforts, SFML introduced fortified wheat flour to offer consumers access to nutritionally enhanced flour of the highest quality. 

“We are immensely proud to be the first company in Sri Lanka to introduce fortified wheat flour to the local market. This wheat flour is milled at our state-of-the-art facility at the Port of Colombo, using the finest selection of wheat grains from the US, Russia, Canada, Australia and other countries around the world. Serendib Flour Mills has always closely analyzed the needs of our consumers and the country and we have developed new products to cater specifically to those needs. Fortification is often considered part of a country’s nutrition strategy and is supported by global organizations such as UNICEF and the World Health Organization. We have always tried to lead the way in the industry by offering consumers a diverse choice of wheat flour that caters to their preferences in taste and quality, as well as their nutritional requirements.  Our ultimate goal has always been to ensure that the people of our country enjoy access to the very best wheat flour products available in the market along with optimal levels of nourishment,” said Kalinga Wijesekera - Senior Manager, Sales & Marketing, SFML Commenting on the importance of making fortified flour available in Sri Lanka
The fortification of wheat flour involves adding vitamins and minerals to wheat grains during the milling process to enhance the nutritional content of the final product. Fortified products help to prevent nutritional anemia, they prevent neural tube birth defects, developmental complications in children and a variety of other health problems such as fatigue and lowered immunity. In the long-run, fortified products help to improve overall health and well-being, which in turn increases people’s productivity and supports the economic progress and development of a nation.

Fortified wheat flour can easily be used instead of regular wheat flour to make a variety of local staple dishes such as String Hoppers, Pittu, Rotti and other local food items as well as baked items.

Fortified products have helped to alleviate nutritional deficiencies in many countries as consumers don’t have to change their eating habits, they simply have to prepare their favourite meals with fortified ingredients in order to enjoy added nutritional benefits. 

Serendib Flour Mills is one of the leading flour mills in Sri Lanka and is a joint venture between Al Ghurair Foods (AGF) and Emirates Trading Agency (ETA). The company’s ‘7 Star’ brand of flour has been nourishing the nation for seven years and embodies purity, innovation, quality, freshness, expertise, service and trust. Serendib Flour Mills is committed to becoming the most prefered brand of wheat flour in Sri Lanka and the prefered supplier in international markets.