By: Puseletso Maqoaelane
Maseru
Lesotho Flour Mills is thrilled to announce the launch of its vibrant identity, celebrating 45 years of remarkable success in Lesotho. The grand reveal takes place as Dona@Balos, introduces a refreshed look to the public.
The rebranding effort highlights Lesotho Flour Mills steadfast commitment to quality, captured in the slogan “Letlotlo la Basotho”-the nation‘s treasure. While the packaging had received a modern makeover, the products remain of the highest nutritional quality, demonstrating the company’s dedication to delivering the very best to Basotho.
“This transformation was not easy; change rarely is. However, it is always worthwhile. Lesotho Flour Mills has thrived, thanks to Basotho ‘s steadfast support, and this rebrand is our way of saying thank you,” expresses Chief Executive Officer, Mr. Fourie du Plessis.
Mr. Joshua Leballo, Chief Sales and Marketing Officer at Lesotho Flour Mills emphasizes that the new brand identity reflects Lesotho Flour Mills’ commitment to innovation, quality and sustainability. He explains that the revamped look, featuring a modern logo and vibrant colors, represents the company’s forward- thinking approach and dedication to meeting the evolving needs of its customers.
This transformation is about strengthening the connection with the customers and ensuring that their products resonate with them on a deeper level. As part of the rebranding, Mr Leballo announces several new product offerings, designed to meet the diverse tastes and dietary needs of their customers.
Among the standout introductions, there is a new line of instant porridge, catering to the growing demand for convenient, nutritious breakfast options. The instant porridge made from high quality ingredients promises to deliver the same great taste and nutritional value that Lesotho Flour Mills is known for, but with the added convenience of quick preparation.
“We are thrilled to introduce our new line of instant porridge,” Mr. Leballo says.” This product is perfect for busy individuals and families who want a nutritious start to their day without the hassle of lengthy preparation. It’s part of our commitment to providing innovative solutions that make life easier for our customers”.
He also introduces other new products, including a range of whole grain flours and gluten free options, responding to the increasing demand for healthier and more diverse food choices. These new offerings reflect the company’s ongoing efforts to innovate and expand its product portfolio in response to changing consumer preferences.
“Our new whole grain and gluten –free products are designed to cater to the growing healthy conscious segment of our market, we understand that our customers are looking for products that support a healthy lifestyle, and we are committed to meeting that demand with high quality, nutritious options”.
He also highlights the company‘s commitment to sustainability, mentioning efforts to adopt eco friendly packaging for their products. This initiative aligns with global trends toward reducing environmental impact and demonstrates Lesotho Flour Mills dedication to corporate responsibility.
With its refreshed brand identity and a host of new products, Lesotho Flour Mills is poised to continue its leadership in the market, delivering high quality, nutritious food products that cater to the needs of its diverse customer base.
In recent weeks, the public got its first taste of the rebrand at a lively culinary cook-off event, where students from Dona@Balos showcased their skills using Lesotho Flour Mills products. Cherished staple products from childhood memories, were used to create beloved dishes like bread and porridge. Students elevated these familiar ingredients during the culinary cook-off event, to craft innovative and delectable dishes.
“Growing up, my family sold wheat to Lesotho Flour Mills, and i fondly remember eating bread made from their produce. While becoming a chef was not always my dream, I have always loved cooking. This cook-off allowed me to explore new culinary horizons with Easybake, and I am grateful for the opportunity to be part of this historic moment,” shared Maipato Loke, one of the participating students.
Du Plessis concludes by acknowledging the hard work behind the scenes with Lesotho Flour Mills team. The team has done in conjunction with the PR and the Brand Network. He also expresses pride in involving students in this revolutionary change. He highlights his hope that Lesotho Flour Mills will continue to hold a special place in the hearts of Basotho for many years to come.