Keells (formerly Keells Super), was awarded Brand Finance’s ‘Most Valuable Supermarket Brand’ title in 2019. The 16th edition of this annual review was recently released by Brand Finance.
Keells has become the most valuable supermarket brand by overtaking the long-time leader in the category for the first time in 10 years by recording a brand value of Rs. 17.5 billion, an increase of 51% over the previous year. The brand has risen two positions on the league table, by climbing up from 14th to the 12th rank, which would soon set itself up to enter the top 10.
The UK based Managing Director of Brand Finance plc., Richard Haigh said, “We have been tracking the performance of this brand over the years on our league table and have seen its rise.
“Last year it outperformed the growth of the market. Latterly they have been able to significantly accelerate performance through operational efficiencies and excellent customer marketing, and we congratulate them on their achievements. The brand has the potential of being among the most valuable brands in Sri Lanka in the near future”.
In November 2017, Keells launched a new store format for its supermarkets which encompassed a change in its brand strategy, brand identity, store design and an entire suite of in-store brand communications. They changed their logo and brand colours from red to green, highlighting the freshness proposition they have so long stood for. This new brand identity and store concept is ingrained in Keells’ belief of improving the quality of life for the nation by providing innovative retail experiences, quality food and fresh produce at the right price to consumers.