A locally produced wheat flour brand aimed at transforming Uganda’s baking sector has officially been launched by Dei Group of Companies.
The product, named Bella Grain, was unveiled at a ceremony held at the Sheraton Hotel in Kampala. It marks a major step for the company, which is expanding into the flour industry through its manufacturing arm, Dei Industries International Ltd.
Speaking at the launch, Ronald Ssemakula Katali, General Manager of Dei Group, described the move as part of a broader strategy to tackle food security and provide reliable baking solutions.
“We are proud to unveil Bella Grain, a homegrown product that speaks directly to the gaps in quality and consistency that our bakers have struggled with for years,” he said.
“This flour is designed not just for better baking, but for greater yields—helping bakers achieve more from every kilogram.”
A new player with ambitious goals
Bella Grain is being positioned as a high-performance, premium flour for both industrial and household use. It comes in two variants: Bakers’ Flour, intended for bread production, and Home Baking Flour, suitable for chapatis, mandazi, and other pastries.
One key feature, Katali explained, is the product’s high water absorption capacity—allowing users to produce more dough from the same quantity of flour.
“If you use a 50kg bag of ordinary flour and get two jerrycans of dough, with Bella Grain, you’ll get two and a half,” he said. “That’s extra value.”
The flour is produced with moisture content well below the 13.5% threshold set by the Uganda National Bureau of Standards (UNBS), a decision Katali said was made to help bakers stretch yields without compromising quality.
Roots and reach
The Dei Group of Companies has grown from a small maize flour venture in Tirupati Mall to a conglomerate with subsidiaries in pharmaceuticals, organics, and now baking.
Ahead of the launch, the company deployed 50 marketers across Uganda to gather feedback and test interest. According to Katali, the response was overwhelmingly positive.
“From north to south, east to west, people are excited about a Ugandan brand that delivers international quality,” he said.
Looking ahead
Dr Mathias Magoola, the Managing Director of Dei Group, praised customers for their loyalty and support over the years. He outlined the company’s long-term goals, including job creation and becoming one of Uganda’s leading taxpayers.
“We are confident that in the coming years, we will generate more than 40,000 jobs in this country,” Dr Magoola said. “And we are grateful to our government for providing a conducive environment that allows businesses like ours to thrive.”
Executive Director Ms Kellen Magoola reaffirmed the company’s decade-long experience in wheat flour production and its renewed commitment to excellence.
“We have been in the wheat flour business for 10 years. This time, we’ve returned to the market stronger and better than ever,” she said.
“Competitors are going to face a real challenge. We stand for excellence, and we lead in every sector we enter.”
