Ülker aims to become the market leader in biscuits in Kazakhstan within two years
Mete Buyurgan
Ülker, which has been serving in Kazakhstan for more than 20 years, has achieved an annual growth performance of 21 percent in dollar base in the last 4 years. While the company sells its production with 950 employees at 17 thousand points, it also exports to countries such as China, Azerbaijan and Kyrgyzstan.
Ülker CEO Mete Buyurgan stated that they have an annual production capacity of 45 thousand tons of biscuits, chocolate and cakes in their Kazakhstan factory, and that they employ
950 people at the facility in Almata-Kaskelen.
Underlying that they also produce McVitie's branded biscuits within the scope of their global company pladis, as well as Ülker's leading brands Albeni, Biskrem and Halley, in the factory, Buyurgan said, “Our main export markets are Azerbaijan, China, Mongolia, Kyrgyzstan, Uzbekistan, Tajikistan and neighboring countries.”
Buyurgan, who gave the information that they renewed the factory by investing 25 million dollars in 2019, stated that they have achieved an average of 21 percent growth in dollar base, in the last 4 years with the acceleration of this investment.
Stating that they provide direct distribution to approximately 17 thousand sales points in Almata, Astana, Karaganda and Shymkent, as well as providing service to 15 thousand points in other cities with distributors, Mete Buyurgan said, “We are the second in the market in chocolate bars and the third in the market in the total biscuit category. Allure has become an iconic product that consumers of all ages love to consume in Kazakhstan for 20 years. Halley, which we launched in 2019, became the brand that took the fastest market share in Kazakhstan and rose to the second position in the coated biscuits category in a short time.
“The brand power of Ülker in the countries of the region”
Noting that they aim to become the market leader in the biscuit category with new product launches and marketing investments in the next 2 years, Buyurgan said, “We plan to increase our exports from Kazakhstan on a regular basis. We will continue our factory investments in line with the capacity needs.”