New Anthoney’s is tapping into consumer demand for new chicken products with its range of processed foods. Since 2022, the company has been diversifying its product offerings and expanding the production of convenience foods in Sri Lanka, reports ZAHRAH IMTIAZ.
New Anthoney’s has significantly expanded its business in recent years through vertical integration. In 2022, new brands like Harita Hari, Crizzpys, Frenchys, Crustys, Spicydycy, Anthoney’s Precut, and Chickenends were launched to support new breaded, fried, and portioned products. The company also acquired Gold Coin Feed Mills Lanka from Aboitiz Equity Ventures to support its expansion.
Executive Director Eranga Kurukulaarachchi, based at the company’s headquarters in Hanwella, 30km from Colombo, said New Anthoney’s wants to tap into the fast food trend in Sri Lanka with healthier options and consistent quality and taste.
Mr Kurukulaarachchi, CEO Neil Suraweera, and Chairman Emil Stanley are interested in building the company’s brand. Mr Stanley, the company’s founder, built a strong foundation for backward integration, from state-of-the-art hatcheries to environmentally controlled barns.
In 2018, the company felt it was time to build the brand by venturing into the further processed segment. This new business avenue also offers a reprieve from the highly price-sensitive live and frozen raw chicken market. The company started with a sure-fire hit product: fried chicken.
Convenience at home
“We started with Crizzpys during the Covid-19 pandemic. As a result, people were stuck at home and spending more on home consumption. Our product offers convenience and the option to either deep or air fry,” Mr Kurukulaarachchi told Asian Agribiz.
Keeping up with the concept of convenience, he stressed that their philosophy is always to make chicken consumption easy for the consumer.
The company offers doorstep delivery of products and has started to open retail outlets, starting in the Western province. Availability, delivery, and convenient food options will encourage consumers to choose New Anthoney’s products, keeping them loyal to the brand.
In Sri Lanka’s small processed food market, New Anthoney’s must compete with more established brands. Thus, it added a new facet to its brand: sustainability. Mr Kurukulaarachchi said they are building an environmentally friendly and safe ‘green chicken’ brand, advertising their products as hormone and antibiotic-free. They also use biodegradable packaging.
The company is the only producer in the country to have the Greenhouse Gas Verification Statement from the Control Union, complying with the ISO 14064-1:2018 standards. It also adheres to US National Chicken Council standards and holds GMP, HACCP, ISO 22000, and local and international halal certifications.
Mr Kurukulaarachchi said these measures not only improved their operations but resonated with consumers who were concerned about the environmental impact of their food choices. This becomes crucial, especially for export markets that stress sustainability from livestock companies.
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Building a futuristic brand
In 2023, New Anthoney’s increased its further processing capacity from 30 tons/month to 150 tons/month, potentially expanding to 400 tons/month. Despite the economic slowdown in Sri Lanka, demand for RTE/RTC products is expected to rise.
Mr Kurukulaarachchi notes that people consider these products for an occasional luxury. “Sri Lankans always want to eat well even when things are low, so our sales have not suffered as much,” he said.
The popularity of the RTE/RTC segment has also boosted New Anthoney’s brand, serving as an effective marketing strategy. With plans to go international and expand in this segment, Mr Kurukulaarachchi and the management team are restructuring the company.
From its origins as a family business, New Anthoney’s is transitioning into a more corporate structure for its operations, expanding the board to include non-family members. He said that the infusion of fresh ideas and new ways of thinking has helped the business grow.
As a second-generation businessman, Mr Kurukulaarachchi fosters a positive work environment where everyone can contribute to the company’s development. “There is always a learning period when you introduce changes, but it helps professionalize things,” he said.
Thus, New Anthoney’s is innovating fast and expanding its reach in the Sri Lankan market. The company’s r&d kitchen is busy developing new recipes as it eyes exponential growth for chicken in the coming years.
