One Turkish vendor has become one of the biggest players in the British ethnic foods market
Aytaç Foods chairman Recep Ercan
Aytaç Foods has become of the biggest players in the British ethnic foods market since it first entered the market 14 years ago, with an appeal that extends beyond the Turkish-speaking populations of London.
Founded by Recep Ercan, who has many long years of experience in the food market, the firm took it first steps by introducing Turkish products to an eager overseas audience.
Today, Aytaç Foods has become a food giant in around 30 countries with some unique products in its portfolio. From grains and pulses to decorative products, and from sweets to spices, the firm presents hundreds of products under around 35 brands to consumers.
Its portfolio extends to olives and yoghurts which appeal not just to Turkish and Cypriot consumers wanting a taste of homes, but to customers from other ethnicities as well.
In addition to the Aytaç brand, brands like Aycan, Aynoor and Anur have started to attract considerable recognition in ethnic markets and one of the most trusted names in the halal foods sector. Aytaç currently controls a distribution network that extends to three million Muslims that live across Britain.
NEW PRODUCTS TO CHOOSE FROM
Aytaç makes its products at dedicated factories in Turkey, Britain and a number of other countries. As a firm that is renowned for its quality and variety, it is partially able to respond to demand from countries like France and Italy.
In recent times Aytaç has broadened into the nuts and dry foods market. It produces its own yoghurt. It also has an ambitious confectionary section, with its rich choice of sweets and hors d’oeuvres.
The firm has strong ambitions of taking a leading role in the frozen foods market and is increasing its product volume in this regard.
GROWTH SUSTAINED BY MERGERS AND BUYOUTS
In response to customer demand, Aytaç Foods is also developing products that suit a more traditionally British pallet. These include specialised cheeses and biscuits and have seen considerable interest so far.
The London-based firm has also drawn attention through its recent activity in the sector, where many firms have been merged or even bought outright.
The Manchester-based Monalisa firm was bought out by Aytaç in 2012, while last year the firm added the well-established confectionary company Jellyman into its midst. Jellyman is known for its halal food products and is expected to appeal to a wide market with Aytaç’s “Confectionary World” brand.
Jellyman itself has Bangladeshi roots and its purchase represents Aytaç’s move to appeal to Britain’s Asian Muslim community, perhaps the oldest and most populous in the country.
LEADERSHIP IN TURKISH PRODUCTS
Aytaç has taken yoghurt, one of the greatest Turkish gifts after Turkish delight to world cuisine, and is marketing it to the British market under the “Aynoor” brand. It aims to use its taste and its reasonable price to reshape yoghurt consumption habits.
Despite the European Union’s intensive quota obstacles, Aytaç is able to work with Marmarabirlik, the world’s largest natural olive produce, to take some of the unique types of Turkish olive to the British market.
“Let there be none left who doesn’t eat olives” is the brand used by the company as it markets the many different varieties, including olive oils, to consumers.
The company’s principles are halal, clean and high quality products, built around the principle of fast, efficient service. Its pastries, nuts, chocolates, fish options, all packaged beautifully, are offered at reasonable prices for all.
