For over three decades, Sumal Foods, popularly known as Yale Foods, has exemplified resilience, innovation, and an unwavering commitment to quality in the food (snacks) industry. From its humble beginnings to becoming a household name, Sumal Foods’ journey is a testament to strategic adaptability and customer-centric values.
Every Gen Z grew up eating snacks made by Yale Foods. Over the years, this brand has captivated the taste buds of both young children and older adults.
Most of the biscuits you come across in the Nigerian market and other African countries are products of Yale Foods, such as Cabin biscuits, Digestive biscuits, Coaster biscuits, and Cracker biscuits, to name but a few. These products are consumed daily by both children and adults.
Sumal Foods has become a role model for many new brands in the industry today.
How Have They Maintained Their Relevance Over the Years?
1. Trend Setting: Majority of the newest variety of biscuits in the marketplace are products of Yale Foods, including Butter biscuits, Digestive biscuits, and Cracker biscuits. They set trends in the industry, which others are compelled to follow.
2. Flexibility and Adaptability: Sumal Foods started with producing gums and sweets. However, they understood when it was time to evolve based on market needs, transitioning to producing biscuits such as Cabin biscuits to meet marketplace demands.
3. Consistency: Yale Foods has always maintained a presence in the market with their diverse products. Whenever you visit the market, you will always find one or more of their products available, and in stock.
4. Understanding Their Target Audience: Over time, they have understood the needs of their different range of target customers and consistently worked efficiently to satisfy/ meet those needs.
5. Solid Distribution: Yale Foods has a robust distribution process, ensuring their products are available in every marketplace, whether in wholesale or retail shops.
6. Quality and Quantity: Over the years, they have built their brand around delivering quality and quantity to their customers.
Lessons for Today’s Brands
Starting a business or brand is not enough. Over time, you need to implement systems that keep the brand growing and thriving. This includes a sales system, distribution system, customer relationships, flexibility, adaptability, understanding of the audience, consistency, and quality delivery.
Today, building a thriving and sustainable brand goes beyond having the best product in the market. You need a great sales and marketing process to build a brand that stands the test of time, like Sumal or Yale Foods.
Consistency and Quality works for a brand per time and overtime…
Yale brand has gain their customers over the years, in respective of what product they have to offer it’s always the best