National Foods began its journey in

1970 as a Spice company, with a

revolutionary product that popularized
the concept of having clean, healthy
food. National foods initiatives were,
to make food that is hygienic, reduce
time spent in the kitchen by women,
foster health and contribute towards
personal attractiveness, so that people
who use our products would be able
to experience a more rewarding life-
style.
2013 2012 2011 2010 2009 2008 2007 2006 2005
Net Sales
Local

10,564,743

8,821,249

6,751,167

5,395,503

4,519,232

3,653,216

2,869,311

2,251,339

1,850,363
Export

1,014,211

818,297

725,553

597,878

493,844

388,812

278,030

214,118

220,417
Net Sales

8,545,966

7,168,603

5,520,780

4,489,946

3,758,706

3,061,746

2,391,058

1,847,700

1,533,879
Distribution Cost

1,624,168

1,187,150

886,106

909,818

665,664

570,218

513,902

364,758

288,289
Advertising and sales
promotions

750,003

519,613

351,273

428,205

268,165

270,656

270,769

179,325

133,260
National Foods
Seasonality:
The Company's business is subject to seasonal fluctuation with demand of its products increasing in the months of Ramzan and two
Eids.
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
Advertising and sales
promotions expense
Net Sales
National Foods
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Distribution Cost
Advertising and sales
promotions Cost
Change in net Sales due to change in
Advertising and sales promotions
expense
Advertising and sales promotions Cost
in Total Distribution Cost
National Foods
Pickles
Pickles
Vegetarian: Sabzi Masala
Salan: Delhi Nihari, Quorma, Murghi, MurghChole, Kofta, Paya
Rice: Bombay Biryani, Biryani, Pulao, SindhiBiryani
Haleem: Haleem Masala
Fried: Fish Masala, Chicken Broast, Shami Kabab, Chapli Kabab
BBQ: Chicken Tikka, Seekh Kabab, Tikka Boti
Bhunna: Karahi Gosht, White Karahi, Chicken, Jalfarezi, Achar Gosht
Snacks: Chat Masala
Basic Recipes: Garam Masala Powder, Curry Masala Powder
Ingredients: Ginger Powder, Garlic Powder, Kasuri Methi Whole
Spices: Chilli Powder, Coriander, Black Pepper, Turmeric Powder, Cumin
Seeds Whole, CuminSeed Powder
Salts: Table Salt, Iodized Salt
Rices: Super Kernel Basmati, Long Grain Basmati
Ketchups: Tomato Ketchup, Chili Garlic Sauce
Chinese: Chinese Salt, Soya Sauce, Vinegar, Chilli Sauce
Pickles: Mixed, Mango, Garlic, Lemon, Chilli, Hyderabadi
Mix Jams: Apple, Mango, Mixed Fruit, Strawberry
Jellees: Apple, Strawberry
Marmalades: Orange
Fruitily: Orange, Lemon, Mango, Mixed Fruit
Custards: Vanilla, Strawberry, Banana, Mango
Jelly: Strawberry, Banana, Orange, Pineapple, Mixed Fruit
Traditional: Kheer Mix, Pistachio Kheer Mix, Gajar Kheer Mix, Feerni
Mix, Sheer KhurmaMix, Vermicelli

Ketchup
Salt
Recipe
Mix
PRODUCTS
Fruitily
Salt
EXPORT
Pickles
National Foods
Vision:
Our vision is to be a Rs. 50 billion food company by the year 2020 in the convenience food segment by
launching products and services in the domestic and international markets that enhance lifestyle and value for
our customers through management excellence at all levels.

July: Recipe "Rung Bharti Jao" Campaign

September: Launch of Karachi Special in 5 hot & spicy variants.

February: Participation in Gulf Foods 2013.

March: Launch of Fruitily Mango Variant in Jars and Pouches.

May: Launch of Fried Onions 400 gm in Export Market.

May: Launch of "Taste of Pakistan" Cookbook
National Foods
August: Ginger and Garlic pastes launched for the Export Market.
September:Launch of Jelly Falooda Mix, Plum & +Bhelpuri Chutnies for the
Export Market.
November: NFL's first ever Cook Book launched.
Janauary: Coriander and Mint Chutnies launched for the export market
June: Launch of Ginger and Garlic Pastes in the Local market
Launch of humary khanay humary tehwar campaign to introduce NFL Recipe
for special moments we experience everyday.
National foods launched RONAQ "heat & eat" meals, opening up a new
market of ready to eat products whch are completely pre cooked and
require only heating before consumption.
A new fun size introduced in jam bottles, which would appeal to a younger
audience.
National Foods
1Q FY14 HIGHLIGHTS The first quarter in FY13 saw the firm's key product categories
including the recipe mix, sauces, pickles and desserts performing exceptionally well,
allowing National Foods to sustain its growth momentum. During the period, sales grew
by 5.4 percent with the gross margins improving by 248 bps.

Strong export's sales have on the whole helped keep up National's growth momentum through less than stellar
macroeconomic conditions at home. During the first quarter the firm's export figures to markets in the Middle East, Europe
and America made up nearly 8 percent of the firm's total revenues during the period. According to the firm's quarterly report,
the top performing categories during the period remained the National Recipe mixes and Sauces. National Recipes sales have
been witnessing consistent growth-having been bolstered by 25 percent during the previous quarter. The Sauces Category,
moreover, also recorded a stellar 39 percent growth brought on by highly successful offer of a Ketchup and Chat Masala
Combo Pack which went on sale starting during the peak seasonal period of Ramzan. This has helped improve the gross
margins for both categories during the period.

National Food's focus on improving their gross margin on the whole is clearly visible, with the improved sales mix and a
rigorous approach to curtailment of supply chain costs bearing clear results for the firm. NFL's operating profit, however,
largely remained flat during the first quarter, mainly as a result of the strain put forth by distribution charges.

Showing the largest increment during the period under review-climbing 28 percent year on year, the increase in these charges
can be explained by hefty hikes in promotion endeavours during the quarter. The firm has ever, however, taken cost
rationalisation initiatives across the entire spectrum of business and tighter working capital management has also helped
generate extra operating income for the firm during the quarter. This helped buttress the 9 percent increment seen in the
firm's bottom line during the quarter.

Note that the quarter-which coincided with Eid-has traditionally been a very profitable period for the company. However, the
above mentioned numbers appear relatively tame because of the exceptional spurt of growth the firm witnessed during the
corresponding period of last year.


January 02, 2014
National Foods
OPERATIONAL HIGHLIGHTS FY13 was a landmark year for International Division at National Foods, as it marked the
incorporation of the firm's subsidiary, National Foods DMCC in UAE. Following the successful incorporation of their subsidiary,
NFL further expanded their presence around the globe by starting the process of establishing similar subsidiaries in Canada
and UK.

Moreover, NFL also seemed focused on expanding their share in already existing foreign markets during FY13. In a bid to
expand their reach into the Middle Eastern markets, the firm also participated in the Gulf Food Festival held this spring. The
Middle Eastern markets already are a major export destination for the firm's recipe mixes and pickles, and NFL is rapidly
moving to gain market share in the condiments sector in the region. One of the company's growing stars in the region includes
tomato and ginger garlic pastes, demand for which has been climbing recently according to company sources.

During the year National Foods also launched some of its major categories including Recipes, Pickles and Desserts in India,
with plans on extending the product range in subsequent years .

FUTURE OUTLOOK Witnessing unbridled profitability during the outgoing year, the expectations for the performance of the
company at the close of CY13 are more than upbeat. Although there has been a slight uncertainty plaguing some other food
businesses in the country, we believe NFL's strong presence in the local landscape and aggressive wooing of foreign
consumers will continue to propel their growth prospects during CY14.


National Foods
National Foods Re launches Recipe Portal With Made Easy 2

January 29, 2014 -National Foods Limited has re launched its recipe portal with the second season of Made Easy called Made Easy 2.
The portal covers one-minute recipe tutorials along with tips and quotes for the user. Made Easy 2 will be featuring content in both
text and video formats and allows for easy social media sharing of content as well.

. An android application is also in the process of being developed.
The website has been powered by Digitz.

Source : http://www.mediapoondi.com/2014/01/29/national-foods-relaunches-recipe-portal-with-made-easy-
2/#sthash.h5dYkHP0.dpuf

National Foods launches Made Easy Application for Smartphones

JULY 1, 2013 Pakistans largest spice brand National Foods enters the Android industry with its new National Foods Made Easy
application. This app leverages the cook to scroll down a recipe card and make a dish rather than flipping magazine to look for
ingredients and their composition. Also, in addition to this, a user can also look through videos of dishes that the user would view
and learn the steps to make the recipe.

National Foods made a massive comeback with the launch of this application. With the intervention of digital marketing campaigns
combined with the cultural heritage of the brand, National Foods is expected to revive their position in the minds of the current and
potential customer. Also, with this campaign, National Foods now stands as the pioneer in the category of launching food-centric
applications for helping consumers in the kitchen.

National Foods competes with other competitors in the industry, packed with a unique variety of flavors and blended spices that are
popular all over Pakistan. With this novel and unique strategy, the Pakistani spice brand has integrated a traditional product with
digital media for targeting the right audience and gaining more momentum with similar initiatives.

Source : http://www.brandsynario.com/news/national-foods-launches-made-easy-application-for-smartphones

National Foods
Pakistan ' s popular condiments brand National Ketchup spurs paparazzi with its new, exciting
advertisement.

JULY 08, 2013 - Their new slogan National Ketchup Zaruri shows exactly how important is ketchup in our routine lives. The
condiment brand looks ahead to revive its name among customers.

The ad shows the various spots and places where National Ketchup is needed. While no direct connection has been shown with
reference to the festive season of Ramadan, the timing of the ad shows exactly the pitch that National Ketchup is trying to make.

Even though the ad has been placed rightfully, Ramadan is one season where all brands try to post the biggest sales as compared to
all around the year. With a zestful variety of food and edibles served to people, National Ketchup penetrates as a necessary item
complementing the Ramadan table of treats.

With unique, catchy lines used and National Ketchup shown as a common household name, the brand aspires to appeal to the
audience on grounds of locality and earn the attention of the mass audience . With Ramadan arrived, it is surely to put many brands
towards a strong position and also make way for progress.

Source: http://www.brandsynario.com/news/national-ketchup-enter-ramadan

KARACHI, Nov 10: On Saturday, the company convened its annual general meeting at its registered office in Karachi. Several
speakers from the minority shareholders rose to appreciate the growth in sales/ profit and a stepped up dividend.

Source: http://www.dawn.com/news/5681/national-foods-corporate-profile