Food processing giant Capwell Industries launches new product

In an event held at Ole Sereni Hotel on Thursday evening, company CEO Rajan Shah, who is also the chairman of the Kenya Association of Manufacturers, said the move has been necessitated by the need to go deeper into value addition and make use of their already existing flour products. 

“Today we are launching Treatos, a biscuit brand we’ve made using wheat flour, and now we are going to see how to add value to other grains and other ways to make more nutritious biscuits. This is a treat and it can be taken when someone wants to refresh themselves,” Shah said. 

The biscuits come in four flavour variants; ​​Milk, Glucose, Digestive & Ginger.

“Using the latest technology, Treatos Biscuits are uniformly baked - not too hard, not too soft - giving a crunch and filling our consumers with delight with every bite,” the company said of the biscuits. 

In the event, Shah narrated how Capwell was born, revealing that his dad, Dalichand Shah, who is also the chairman of the company, came up with the idea in 1997. 

The CEO said he had returned to Kenya after completing his further studies, and was coming up with ideas on what to start, writing them in his Excel sheet. 

His father walked in and told him to look around and see what people need the most. He said the dad told him he had observed Kenyans enjoyed eating ugali, and that is how they started milling maize flour. 

Since then, the company has diversified into other products, among them rice, pulses and wheat. 

Among the popular brands the company makes are Soko maize and wheat flour, Ranee rice and Amaize.

In attendance were Dalichand Shah, Marketing Director Chetan Shah, distributors and suppliers.