Colman’s international food brand marketed by Reckitt Benckiser Lanka Ltd., which has been in Sri Lanka for over half a century, was bought by C. D. De Fonseka and Sons (Pvt) Ltd., recently. C. D. De Fonseka and Sons (CDDEF) is also involved in the manufacture and supply of Colman’s vinegar for nearly half a century and Colman’s Instant orange drink for nearly two decades.
“This strong trusted partnership paved the way for both companies to come to a conclusion of transferring the brand to the CDDEF Group,” said CDDEF Group Chairman Rohantha De Fonseka.
“We undertook the challenge to regain the market leadership of the Colman’s brand had been enjoying for four decades. New products such as soya sauce, tomato sauce, chilli sauce, amino sauce and a range of Colman’s instant drinks are being introduced by CDDEF to the marketplace,” he said.
CDDEF that acquired Colman’s brand ownership has been in food processing since 1896. The 123- year-old company is now managed by its fourth generation. CDDEF which also markets its products in Europe, Australia, New Zealand and the USA is expanding its product portfolio with new products such as specialised organic coconut toddy vinegar and a range of instant drinks.
Reckitt Benckiser Commercial Director Sinclair Cruse said, “The professional relationship between CDDEF and Reckitt Benckiser has a history of five decades. This strong bond encouraged us to entrust the Colman’s brand ownership with CDDEF to do justice to the brand and consumers. The brand will go from strength to strength In the hands of CDDEF and Reckitts will offer advice for its development.”
Veteran marketeer, Dr. Rohantha Athukorala said, “From the last quarter we see an increase in household consumption which means the economy has turned. With elections due this year, this growth momentum will increase with the informal economy coming into play. When this happens, strong FMCG brands such as Colman’s will get the benefit.
“Colman’s being a powerful household brand in Sri Lanka coming into the hands of a truly local company is significant. Now the challenge is to guide the market and make the brand available for a definite ROI. Colman’s jams, spices would add value to the product line. You have six key global markets to take this brand and develop its market”, he said.