ID :
208475
Wed, 09/21/2011 - 09:07
Auther :
Shortlink :
https://oananews.org//node/208475
The shortlink copeid
ITALIAN BAKER INTRODUCES LOCALLY BAKED SANDWICH LOAF WITH WHEAT GERM
PORT KLANG (Selangor, Malaysia), Sept 20 (Bernama) -- The Italian Baker Sdn
Bhd, a 100 per cent owned subsidiary of Federal Flour Mills (FFM) Bhd, Tuesday
officially introduced its maiden product -- the locally-baked Sandwich Loaf with
Wheat Germ.
The product, the first-of-its-kind in industrial baking among the local
bread produced, is marketed under the new brand name of "Massimo", which is
well-renowned in the world of Italian fashion.
General Manager and Director of The Italian Baker, Jimmy Chang, said the
bread is unique as it is enriched with wheat germ and the product has been well
received since it was made available in the market two months back.
At the moment, he said, the company is handling the challenges of
distribution to make it even more convenient for customers to buy the bread
especially in the northern part of the country such as Penang and Perak.
"Coupled with good working strategies with our retail channels, we have no
doubt that our bread will have a favourable process of market expansion mainly
because of its wheat germ.
"We decided to adopt the Italian approach in our product as they are known
to take great pride in and very passionate about food especially in the use of
fresh ingredients to ensure that it is wholesome and healthy.
"These are precisely the core values which we want to implement in our
bread-making process," he said at a press conference here.
According to Chang, wheat germ is a very small part of approximately two
per cent of the total wheat kernel and is a valuale by-product of the milling
industry and that the high demand for its nutritive goodness and limited supply
makes it an expensive natural health supplement.
Commenting further, Chang said the bread is produced at the new baking
plant at Pulau Indah near here which was set up with an investment of RM120
million (US$40 million).
"The factory is situated just beside FFM's flour mill which makes it very
easy, accessible and convenient in terms of obtaining the raw ingredients
required for the baking process," he said.
Bhd, a 100 per cent owned subsidiary of Federal Flour Mills (FFM) Bhd, Tuesday
officially introduced its maiden product -- the locally-baked Sandwich Loaf with
Wheat Germ.
The product, the first-of-its-kind in industrial baking among the local
bread produced, is marketed under the new brand name of "Massimo", which is
well-renowned in the world of Italian fashion.
General Manager and Director of The Italian Baker, Jimmy Chang, said the
bread is unique as it is enriched with wheat germ and the product has been well
received since it was made available in the market two months back.
At the moment, he said, the company is handling the challenges of
distribution to make it even more convenient for customers to buy the bread
especially in the northern part of the country such as Penang and Perak.
"Coupled with good working strategies with our retail channels, we have no
doubt that our bread will have a favourable process of market expansion mainly
because of its wheat germ.
"We decided to adopt the Italian approach in our product as they are known
to take great pride in and very passionate about food especially in the use of
fresh ingredients to ensure that it is wholesome and healthy.
"These are precisely the core values which we want to implement in our
bread-making process," he said at a press conference here.
According to Chang, wheat germ is a very small part of approximately two
per cent of the total wheat kernel and is a valuale by-product of the milling
industry and that the high demand for its nutritive goodness and limited supply
makes it an expensive natural health supplement.
Commenting further, Chang said the bread is produced at the new baking
plant at Pulau Indah near here which was set up with an investment of RM120
million (US$40 million).
"The factory is situated just beside FFM's flour mill which makes it very
easy, accessible and convenient in terms of obtaining the raw ingredients
required for the baking process," he said.
