Olper's Milk Overview
Introduction
Engro Foods was recently established by Engro, a traditional giant in Pakistan's chemical and fertilizer industry. Engro Foods Limited (EFL) was officially launched on 26th 2006. It was all-purpose premium packaged milk under the brand name 'Olper's'. This is Engro Food had taken its first step in the food business and the company and has plans to become globally competitive with multiple product line extensions with the creation of valuable brands.
The launch followed the establishment of a state of the art production plant at Sukkar. It includes the only third-generation UHT unit in the country so far. Further, the EFL plant is the only one in Pakistan that uses 'Bactofuge' technology to virtually eliminate bacteria residing in the food production and to ensure premium quality and hygiene is to be delivered to the public for better health concern.
At the launching of the press conference on Monday, Engro Foods CEO Sarfaraz Rahman said: "Our decision is to enter the food business through milk processing and development of a branded dairy business which will be based on Engro Foods, and our vision is to pursue growth and its opportunities based in our country".
About
Olper's is a first premium quality milk that would be available in 'Tetra Pak' packaging, which means it is to be covered with special layers inside the box container to keep the Olper's milk fresh and free from contamination.
The Olper's milk comes with a pack of 250 ml, 500 ml, and 1 liter, sold throughout the country. The high-tech production processes involve several quality control procedures, to ensure the quality of milk is to be kept under control and free from contamination, to keep the public health safe and healthier.
Starting from the first step of milk collection from the farmers to the final phase of packaging and transportation to retail outlets, the quality is checked at each stage of production before distributing it to the final consumers. The mission statement of Olper's milk was to drink healthier and to live healthier, and this is why the quality was a must to be met with the standard criteria.
In Pakistan, not just kids drink Olper's, but it is used by every age of genders such as teenagers and for cereals that were consumed by old aged people. Within a few months after its launch, Olper's became well-recognized milk in Pakistan and was being consumed in massive amounts every day.
To target the audience, Engro Foods had paid the advertising agencies to play their ads on every source of media available to reach out to their product to every consumer possible. Olper's ad started on TV, not only this, their ad was to be displayed on the billboards and radios, not just to reached out to the public, but also their product became well known and contributed to becoming successful milk in Pakistan within few years.
Nutrition Facts
- It contains proteins for a healthier life.
- It contains carbohydrates that help the immune system.
- It contains calcium for making bones and grow stronger.
- It contains vitamins for repairing the body.
- It contains protected layers in packaging known as 'TETRA PACK' for keeping the milk stay fresh and free from contamination.
- It contains glucose for growing stages for kids to enhance their ability to thinking and help them stay active.
A Healthy Milk for You
In Pakistan, more than 30% of household members currently use Olper's milk for day to day use. Market research was carried out, and it was found out that Olper's is on the top of the milk in Pakistan that is being preferred and used by household members, but the rest who can not afford what about them? Well, Olper's has also recently started to produce the same premium quality of milk at a much lower price of just 33 Rupees for those who can not afford a high price.
The small pack of Olper’s is also available in Pakistan so that it can be bought by middle income paid people to high income paid people. The mission objective of Olper's in Pakistan is to reach its product to as many people as possible. Also, the market for milk in Pakistan is very competitive, as there are so many other well-known premium quality of milk available such as Good Milk, Day Fresh, Nurpur milk, Haleeb, and Nestle milk pack.
So with so many premium quality of milk being produced in Pakistan, the competition for milk is very tough, and it is not easy for Olper's to remain on the top. Olper's has to keep on brining better procedures and completive advantage to keep their competitors out. Also, this milk in Pakistan is only to be used by people who can afford it.
Still, when we talk about poverty in Pakistan, the poverty rate of Pakistan is 29.5%, which means more than 20 million people are living with poverty and can not afford such premium quality milk. So, they use the unprocessed milk brought fresh from a cattle farm and need to be boiled in order to eliminate the bacteria and germs.
The unprocessed milk used in Pakistan is cheaper to buy and they are available in larger quantities than as compared to the premium quality of milk which keeps the milk market tough for premium milk producers.
However, there was a question to be raised about the premium milk of Olper’s and other premium milk being produced in Pakistan, that they all are using chemicals for preserving the milk to keep it fresh, which is not beneficial for children at all and people's health is at risk.
By this question, that was it had greatly affected consumer's minds, and the market for milk in Pakistan was deeply to be affected, and consumers boycotted the use of Olper's and other premium quality of milk in Pakistan.
Pros of Olper's Milk
- It has protective layers in its packaging known as “TETRA PACK” to keep the milk fresh and free from contamination.
- It is processed and quality assured at each stage before distribution.
Cons of Olper's
- It contains chemicals to preserve the milk, which is not beneficial for health and is making people unhealthy.
- It can not be kept for more than a week once opened and has to be consumed within a week.
- Some people are prone to catch allergies from the milk