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Premium food ingredients you can trust in from Asriel Marketing

Food is a way for us to explore the world, different cultures and lives all the while sitting in comfort at our dining table. Among the variety of food available to tempt our palate, desserts occupy a prominent place. Hoteliers, outdoor cafes, restaurants and home bakers are continuously inventing and improving upon dessert recipes, creating a hype among consumers in search of the perfect dessert. The success of these recipes and their creations largely rest on the quality of the ingredients used by the chef during the preparation.

While the consumer receives the completed product, the journey from the kitchen to the consumers table can be a fascinating tale. With their tagline reading ‘Contributing to Your Success’, Asriel marketing (Pvt) Ltd is a company that sells premium food ingredients to the hotels, cafes, restaurants and home bakers. Asriel Marketing promotes several brands that the company believes in for maintaining consistent quality, giving the customer premium chocolate products, cocoa powder and flavors.

Chocolate is among the most complex foods in the world and is a popular food item among both genders, with people often comparing the experience of eating chocolate to falling in love. As such chocolate has found its way into many a recipe as a prominent ingredient and it comes in many sizes and shapes ranging from blocks to chips to buttons and slabs.

Asriel Marketing has introduced a Sri Lankan company, Anods Cocoa (Pvt) Ltd which offers premium chocolate chips, blocks, buttons, coatings and fillings that are used by hotels, confectioners, ice cream producers and bakers. The company manufactures both, compound and couverture chocolate, using premium ingredients, importing cocoa powder from the finest cocoa fields in Ghana, milk powder from the pristine pastures in Australia and New Zealand and premium A-grade sugar from Thailand.

Furthermore, as it is a local company with a factory located in Pugoda, Anods Cocoa is easily able to supply premium chocolate products to the customers. Collaborating with the Research and Development team at Anods Cocoa, the customer can also work in tandem to create a specific product suited to his needs within a short period of time.

In addition to the chocolate products, Asriel Marketing is also selling cocoa powder, imported from Ghana said Shiran Peiris CEO. While these products are largely catered to the food industry, Asriel Marketing has also launched a range of flavors targeting the tea industry. Instantina is a range of natural fruitblend granulated flavors imported from a UK based company with over 20 years of experience in the industry. Instantina Ltd offers a combination of granulated flavors using real fruits, herbs and spices at a competitive price. Under the same brand, Asriel Marketing will also offer fruitblend tablets which contain real fruits, herbs and spices. The tablets have been designed to be convenient and consumers can simply add the tablet to hot water to get the desired flavor.

CEO Shiran Peiris also said that Asriel Marketing plans to launch a premium dairy range in the future as well. With their core values revolving around responsible decision making that would contribute environmental conservation and never compromising on business ethics, Asriel Marketing is prepared to anticipate, identify and satisfy customer needs by introducing them to trusted brands.

The company recently shifted its offices to the Lucky Plaza, St.Anthony’s Mawatha, Colombo 3 in order to reach the customers with more convenience. While the company has introduced their products to all the players in the segment, home bakers can also purchase the above products at this location.

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Specialized quality Chocolate from Anoda Cocoa

Anoda Cocoa Pvt Ltd is a state-of-the-art chocolate manufacture located in Pugoda. With its fully automated machiner, the world-class factory is a $10 Mn investment, in joint collaboration with a Singapore-based company.

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Restrictive trading in India market forces Sri Lankan chocolate exporter to eye other countries

A Sri Lankan chocolate exporter, focusing on compound chocolate for industrial use, is shifting focus to the Middle East and Bangladesh after its main export market – India was hampered by non-tariff trade barriers.

Compound chocolate, unlike the chocolate slabs and bars that are consumed, comes from a combination of cocoa, vegetable fat, and sweeteners, and is used as a lower-cost alternative to real chocolate.

Issues in the Indian market led to a suspension in production for a year until it was re-started about six months ago by securing fresh orders from the Middle East and Bangladesh.

The shift in export markets by Anods Cocoa (Pvt) Ltd which set up a state of the art factory at an investment of Rs. 945 million (US$7 million) at Pugoda, comes after the factory was built under the guidance of an Indian consultant purely targeting India.

The aim was to sell to India, a top official of the company told the Business Times.

Shiran Peiris, the company’s Director Operations, said the company had started commercial operations in 2013 and was to export in liquid, paste, powder, or other bulk form to India at zero duty under the Free Trade Agreement (FTA).

Order from India

The company secured an order from Ceres India (Pvt) Ltd to supply 168 metric tons of dark choco blocks worth US$ 487,000 from October 2013 to March 2014.

According to the terms and conditions of the contractual agreement the company had to supply 28 metric tons per month, he said.

But soon after they began the exports to India, the Indian company informed them that the pending sales contracts for compound chocolates with the company had to be placed on hold due to food safety and standards regulations of India.

The first consignment of 28 MT of compound chocolates sent by the company to Cochin was held up at the port of Chennai by Indian custom authorities citing food safety reasons although necessary approvals had been obtained from relevant authorities, he disclosed.

Anods Cocoa (Pvt ) Ltd thus had to incur a massive loss at the outset of their operations due to the new tax law and harsh restrictions imposed by Indian state governments, Mr. Peiris said.

“Under these circumstances we decided to shift our strategic export plan towards the Middle East and South Asian countries except India,” he added.

Even though under the FTA their product is permitted, the Indian food authorities have completely banned the import of the type of chocolate and related products that the Sri Lankan company intended to manufacture for the Indian export market on the advice of the Indian expert consultant, he added.

Complex rules

Harsh testing requirement, complex harmonised code classifications, inadequate infrastructure, and special labelling requirements are among major non-tariff barriers that Indian authorities have imposed, to hinder Sri Lankan exports to that country, he pointed out.

He noted that “Indian authorities impose mandatory standard requirements, additional technical regulations, and difficult banking norms”.
Apart from that the Indians also impose duties, other than tariff, he revealed.

 

He complained that each item of food consignment is subjected to certification by port health officers, which takes more than a month, and seriously hampers exports of food items to India.

However when it comes to food exports from India, their confectioneries are given a free hand to enter the Sri Lankan market under the FTA without any food safety testing, he said. Lakshitha Weerasuriya, another director of the company, said they have already started exporting their products including chocolate blocks chips and buttons.

Passion for chocolates

The company is guided by the organization’s wide passion for chocolate, quality and innovation which is channelled towards helping clients in achieving their chocolate dreams.

“Whether it is a cocoa butter chocolate or a compound chocolate you require in any form or with any cocoa percentage, we are geared to meet the challenge,” he added. The export-oriented company has a dedicated R&D team headed by a Singaporean expert.

The company’s’ operation is set up to provide R&D and manufacturing under one roof, an ultra-modern facility with the latest equipment, he pointed out.

“The immediate task is building the brand and getting the people to taste the product,” he said adding that “we are increasing market share slowly.”

Mr. Peiris said their Indian experience highlights the challenges that face local food manufacturers overseas but “we have learnt a lesson and we are going forward with new vigour”.