In a bid to enhance Uganda’s food security and revitalizing the baking sector, Dei Group of Companies has officially launched its latest innovation Bella Grain Wheat Flour, a premium, locally produced baking flour brand tailored to meet both industrial and household needs.
Speaking during the grand launch at Kampala Sheraton Hotel, Ronald Ssemakula Katali, the General Manager of Dei Group of Companies, emphasized the company’s mission to provide high-quality, organic baking solutions that address long-standing challenges faced by bakers across Uganda.
"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,” Katali said.
He added that; “This flour is designed not just for better baking but for greater yields, helping bakers achieve more from every kilogram.”
Dei Group of Companies, combines diverse subsidiaries including Dei Industries International Ltd, Dei Organics, and Dei Biopharma Ltd Africa’s largest pharmaceutical plant has now expanded its footprint into Uganda’s flour industry.
The newly introduced Bella Grain is produced under Dei Industries International Ltd, known for its international standards in production.
Katali outlined the range of flour variants under Bella Grain, including Bakers’ Flour used for making bread and Home Baking Flour ideal for chapatis, mandazi, and other household pastries.
"We’ve rebranded, and this launch is our way of telling our clients thank you for your support over the last decade, and here’s something even better,” Katali noted. “We are committed to ensuring Bella Grain becomes the number one choice in the market.”
A core feature that sets Bella Grain apart is its high water absorption capacity, a factor that significantly improves baking yield.
“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. That’s extra value,” Katali explained.
“This is made possible because we’ve optimized the moisture content far beyond the standard 13.5% set by UNBS we go even lower to allow bakers to add more water without compromising the quality," he noted.
Beyond quality, Dei Group has prioritized market research and outreach. Before the official unveiling, the company dispatched a team of 50 marketers across Uganda to gauge consumer interest and receive feedback.
“The market response has been overwhelmingly positive. From north to south, east to west, the reception of Bella Grain has been superb,” Katali shared. “People are excited about a Ugandan brand that delivers international quality.”
Dr. Mathias Magoola, the Managing Director of Dei Group of Companies, commended their loyal customers, stating that their support has been instrumental in the company’s growth from a small maize flour operation based at Tirupati Mall to a major industry player.
"It is because of our clients who believed in our brand that we have managed to grow this big," Dr. Magoola said.
He emphasized the company’s vision of becoming Uganda’s top taxpayer and a major employer, with plans to create over 40,000 jobs.
"We are confident that in the coming years, we will generate more than 40,000 jobs in this country and become the largest taxpayer. We are grateful to our government for providing a conducive environment that allows businesses like ours to thrive," he added.
Ms. Kellen Magoola, the Executive Director of Dei Group of Companies, highlighted the company's decade-long experience in wheat flour production, affirming their commitment to quality and excellence.
"We have been in the wheat flour business for 10 years. This time, we have returned to the market stronger and better than ever," she stated.
She expressed confidence in the company’s capacity, assuring customers and partners of consistent high-quality products and reliable supply.
"Competitors are going to face a real challenge now that we’re back. We stand for excellence, for quality, and we lead in every sector we enter," Ms. Magoola asserted.