Russian grain processor PAVA has increased the flour assortment re-introducing a product name. At the beginning of Q3 2009, the company launched production of the flour marketed under the trademark “Khleb Altaya”. It will continue to represent high quality standards maintained by PAVA during 10 years of successful operations.

“Khleb Altaya” derives from the name the company had before a re-branding campaign, in 2005. Flour products distributed under the same trademark had gained a secure position on the domestic market. The brand was renounced in favour of ‘PAVA’ and ‘Altay-Batyushka’, and now, several years later, the company brought back the established title to the existing range.

The decision was made with a view to gain more customer attention and raise sales. “One of the projected benefits is that this will facilitate contracting exclusive distributor deals”, said A. Ananin, PAVA Managing Director.

Flour products in the line “Khleb Altaya” feature a great combination of baking parameters, possess high levels of gluten and whiteness, and are currently manufactured by Mikhailovsky mill. Soon it is planned that all milling branches of PAVA will join in the process.

“The old name will serve for the enhanced brand identity. We remain committed to better understanding of our customers needs and delivering high-value performance”, Mr Ananin has commented.