FORTUNE EDIBLE OILS AND FOODS

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FORTUNE EDIBLE OILS AND FOODS

Incorporated in 1999, Adani Wilmar is a food processing company and a joint venture between Adani Enterprises and Wilmar International. In November 2000, Adani Wilmar launched its flagship brand ‘Fortune’ under which it produces and sells edible oils. The new identity of Fortune Edicble Oils and Foods, strives to drive three major principles - vibrancy, which represents freshness, modernity and energy; abundance, which stands for authentic taste and flavour and diversity, which reflects its food offerings beyond oils. These are encapsulated in a visual device - the Bloom. The ‘o’ in the word Fortune, has been changed for the ‘Bloom’ device in yellow to orange tone, with each leaf symbolizing the multiple categories it operates in. Its purpose is to inspire consumers to be adventurous with Fortune foods, to go on a journey of exploration, to discover a world of dazzling flavour and be empowered by fresh challenges.

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