Suppa Loaf

Introduction.

Bread is one of the most commonly consumed processed foods in Kenya, and Mini Bakeries Ltd. is the company behind the successful Supa Loaf brand. The company was established with the key objective of manufacturing and distributing bakery products, and has become a market leader in just over two decades.

Supa Loaf is a fast moving consumer food product that is consumed by a majority of people throughout the day. The brand is a common item in many homes in Kenya, favoured by women who serve the brand for breakfast. It can also be eaten alone and is accepted as the most convenient food by many families. Because of its sweet taste,Supa Loaf is ranked the best ready-to-eat food in the market.

HISTORY

Mini Bakeries Ltd is a family business that began manufacturing Supa Loaf in the early 1980s. The brand was introduced into the Nairobi market in 1985. The company was run by five family members who operated from an industrial area. The main product was the 400g white bread. The mother of the family - popularly known as Mama Kubwa - was instrumental in the growth of the company.

The early years were very difficult for the brand. Government price controls on basic items like bread forced the business to work with very low margins. In 1991, bread prices were decontrolled, after which the bread business picked up. The Supa Loaf brand has been growing steadily on a average of eight to ten percent annually for the

last ten years. On an average, one unit is added to the number of manufacturing units every year.

DISTRIBUTION

Supa Loaf is made in over 40 manufacturing units in East Africa. Over two billion slices of Supa loaf are produced each year. Over 100 branded vehicles distribute Supa Loaf countrywide. Supa Loaf is supplied to over 20,000 shops and kiosks in Kenya.

THE TARGET MARKET

Supa Loaf is packed in 200g, 400g, 600g, 800g, 1200g and 1500g sizes that target the B to C market segments. Eating habits vary among age groups with some preferring to...