Abu Dhabi-based Grand Mills for Flour and Feed recently launched seven new products to meet the growing market demand for customised flour.

The launch came as part of Grand Mills’ diversification strategy, and made it the first in Abu Dhabi to offer flour customised specifically to customers’ needs, according to a company official.
The move followed an MOU between Grand Mills (a fully owned subsidiary of Agthia) and Allatini, a Greek company that specialises in the production and distribution of the highest quality flour and flour-based products.
“I am very glad to see the first fruits of our new strategy of diversification,” said Jacek Plewa, general manager of Grand Mills.
 Noting that the introduction of the seven new products marked a new chapter in Grand Mills, Plewa said: “I am very positive that the new portfolio of our highest quality specialty flours will create a lot of satisfaction for consumers and further enhance our position as a partner of choice for our customers to the benefit of our shareholders.”
Plewa said he had been overwhelmed with the response from hotels, restaurants and bakers which proved his company was right about believing there was a huge demand for customised flour.
The products, which include flour for pizzas, baguettes and baklawa, are baker flour, improver, baklawa flour, croissant flour, baguette flour, paratha flour, and pizza flour.
 “The launch of these value-added products further differentiate Grand Mills from other suppliers, and will help us as we endeavour to further grow the business after the strong results we posted at the end of October,” said Ilias Assimakopoulos, CEO of Emirates Foodstuff and Mineral Water Company (Agthia).
Agthia is a public joint stock company incorporated in Abu Dhabi in 2004 as part of a privatisation process undertaken by the Abu Dhabi Government to revitalise the industry in an increasingly diversified and rapidly developing economy. The company is listed on the Abu Dhabi Stock Market and was floated through a successful Initial Public Offering in late 2004. 51 per cent of the shares are held by General Holding Corporation, an Abu Dhabi Government institution, with the balance being held by the general public and institutional investors.
As well as Grand Mills, Agthia’s portfolio consists of Al Ain Mineral Water Company, a leading producer of high-quality bottled mineral water, and Mother Parkers Tea and Coffee, a leading tea and coffee manufacturer and distributor, soon to be launched in the UAE.
Al Ain Mineral Water Co was established in 1990 and the manufacturing facilities are situated in Al Ain, in the Emirate of Abu Dhabi. Grand Mills commenced operations with a flour mill in 1978, while animal feed production started in 1981. Production facilities are located at Port Zayed in Abu Dhabi.