Category Archives: DAL Foods

First 1 to talk about Impurity Free Sugar

sugar1Sugar not fat is the real heart disease killer. WHO recommends that adults should keep their intake of sugar to no more than 25 grams (6 teaspoons) daily. Sugar is no more a commodity. It is promoted as a brand. Promoting branded sugar with a health message, especially in Sudan which has high consumption of sugar, is innovative positioning. It was ‘First One’ to do it, by communicating the health benefits of its sugar because of its packaging technology. It reads ‘Packed by best technology to best grade impurity free Sugar kernels which have high source of Carbohydrate. It is important to promote your family’s health and well being’.
It simply means its refined sugar. There are other brands of refined sugar in Sudan, but may not have spoken of impurity free as the First 1.sugar2

Why the change ‘Safia’?


The first good piece of advice I received when I first landed in Sudan was to drink plenty of water. It is said that one who drinks the Nile water keeps visiting this dry hot country. Drinking straight from the tap may not be a good idea.Bottled water or ‘Mineral Water’ is a better option. There are many brands from different companies. The brand with high equity is DAL group’s ‘Safia’. I have always preferred it. But once you are loyal to a brand and one fine morning you find that the labeling design and colour has changed and there is no communication from the company as to why it has changed, it is difficult to gulp down the water. DAL group is known for their Public Relations or communication with their consumers. We need to know why the change? Apparently there are no changes in composition.