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Elephant Atta

Elephant Atta is the leading brand of ethnic flatbread flour (Atta) in the UK. Chapattis are the cornerstone of the traditional South Asian diet and enjoyed by thousands of UK Asian families every day.

Elephant Atta was launched in the UK in 1962 and has rapidly developed a reputation for producing consistently high quality results and has been the market leading UK brand of flatbread flour, or 'atta', ever since. Trusted by generations of home users and restaurant owners, Elephant Atta has always stood for the best in authentic Asian cuisine.

Chapattis are the staple ingredient in most South Asian traditional meals and the tradition of making rotis has been passed on from generation to generation in Asian families. Elephant is the original brand of atta and has been a part of this tradition for generations too. It has been handed down from mother to daughter over the years and remains the most popular atta to this day. We firmly believe that, although life has changed a lot over the years, some traditions have stayed with us throughout and they are as relevant and important today as they ever have been.

• In October 2003 the Elephant Atta brand was successfully re-launched with new packaging and TV advertising featuring an Asian mother passing on the tradition of chapatti making to her daughter and celebrating that, although times have changed, traditions are still important.
• August 2005 saw the launch of a sixth, premium grade, Elephant Atta Chakki Gold, supported with a new television advert. Chakki Gold is a unique blend of white atta and stone-ground wholemeal atta milled from high quality white wheats. It provides the health benefits of wholemeal and makes soft chapattis that look and taste like white chapattis.
• The Elephant Atta brand continues to be supported with regular on-pack consumer promotions, heavy television, radio and press advertising support. To learn more about Elephant Atta, please visit www.elephantatta.com