Capwell Industries, maker of Soko maize flour and many of Kenya’s leading staple food brands this week launched a new top-of-the-market maize flour, AMAIZE, with a campaign to promote the use of the whiter, softer, premium flour in a far wider range of recipes.
According to research, two-thirds of Kenyans eat the same meals continuously. According to research company Geopoll, the main reason for this is that consumers are often too pressed for time to conceive and prepare more elaborate and diverse dishes.
“Yet the attraction of food comes from the pleasure it gives in the eating, and from the nutritional and health gains it delivers,” said Rajan Shah, the CEO of Capwell Industries. “Thus, our aim with this product launch is to increase the pleasure, and improve nutrition as well, in a Kenyan market that is becoming more sophisticated, and which we believe is ready to be adventurous in its use of higher quality ingredients across a wider array of meals.”
Because AMAIZE premium maize flour is whiter and softer than other maize flours, it cooks more rapidly, delivering exceptionally white ugali in 10 minutes, compared to 12 to 14 minutes’ cooking time with other flours.
This initiative comes against the backdrop of studies done over decades that have found constantly eating the same meals decreases the pleasure in eating, and reduces both appetite, and weight. Consumers never weary of their staple foods, which they can eat every day without losing interest. But when served as part of the same meal, in the same format, with the same accompaniment, other elements of the meal become steadily less appetizing.
“Ugali remains the king of the staples in Kenya, and with AMAIZE we are elevating it to a new level of whiteness and softness, cooked at greater speed. But we are also keen to assist in bringing total meal sophistication to Kenyan families, with new recipes and techniques too,” said Chetan Shah, Marketing Director for Capwell Industries.
This flour is being launched with recipes on every packet, starting with the novelty of maize-flour cup-cakes, and supported by a new recipe platform offering more than 25 innovative recipes. These include recipes for foods as exotic as Blueberry Cornmeal Muffins, Zucchini Brown-Butter CornBread, and White Bean Fritters with Sun-Dried Tomatoes.
“In working with our chefs, we have developed completely novel and delicious recipes using AMAIZE to deliver a tremendous range of nutrients, as well as more exciting meals,” said Chetan.
Such diversity is set to assist children that are currently pushing away plates with food uneaten, or suffering from low weight gain, as well as the sick and the elderly, by enticing them with a more diverse and interesting diet and delivering a healthier range of micronutrients.
If you’re avoiding gluten, you’ll be pleased to know that AMAIZE is gluten-free, but can be used for baking and across all of the new recipes.
“For the Kenyan middle classes now moving towards home entertaining, and for families keen to maintain home cooking as fast foods begin to replace shared family time over meals, AMAIZE is looking to drive a whole new array of home cooking and excitement,” he said.
Capwell Industries, which began operations in 1999, manufactures high quality flour, rice, pulses and porridges, using the best processes and technologies available to deliver many of Kenya’s leading staple food brands.
