Edna chocolates set for total relaunch

by Surekha Galagoda

Edna chocolates which enjoys the highest market share in the chocolate market in the country will go for a total re-launch to position the product in a much better spot.

Manufactured by E I & M (Pvt) Ltd., Edna chocolates will be distributed throughout the country including the North and East using Dongfeng airconditioned trucks. The trucks are imported from China and we are the sole distributor of these trucks, said Deputy General Manager Sales E I & M (Pvt) Ltd., Thusitha Wijesinghe.

The packaging too has been changed to suit the international market. At present we export our products to many countries while plans are under way to expand the export operation in the coming months, he said.

Wijesinghe said that their sales force is equipped with palm tops and printers to give instant printouts to dealers/shopowners as and when a sale is completed. The whole system is networked and we use the sales force automation system by Xont Software (Pvt) Ltd., to produce invoices.

Edna produces chocolates at two factories in Mawanella and Wedamulla while all ingredients needed to manufacture the chocolates are imported. We have been in the market for 45 years and manufacture a wide range of chocolates.

In addition, the company distributes world famous Wyeth nutrients SMA and SMA Gold, Mayfair Bubble gum and their own wafer biscuits. The Edna Corporation started in Mawanella by E. B. R. Wimaladasa in 1952 was named using the first letters from his name and his wife Nalini.

It specialised in manufacturing confectionery and supplying engineering components to small industries. The new generation of management has restructured the company to suit the demands of the modern era.

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