FORTUNE
THE MARKET
As the flagship brand of Pyramid Wilmar, Fortune has not only built a strong market presence but also transformed how Sri Lankans perceive cooking, quality and value. When Fortune was launched in 2006, the country’s edible oil market was overwhelmingly dominated by unbranded loose oil.
At the time, price dictated choice while hygiene and consistency were often overlooked. For many households, branded oil was seen as a luxury rather than a necessity. Fortune entered this landscape with a clear mission: to make safe, high quality and hygienically refined products accessible to every Sri Lankan home. It was more than a brand introduction; it represented a market transformation that redefined industry standards.
Fortune bridged the gap between affordability and quality, offering a trusted product that elevated both taste and health in everyday cooking. And its promise – ‘more value at an affordable price’ – reshaped consumer expectations.
ACHIEVEMENTS
From its early success in the north and east – where it benefited from strong brand awareness through Indian media platforms – Fortune rapidly grew into a national favourite. In less than a decade, it was recognised by the Lanka Market Research Bureau (LMRB) as Sri Lanka’s No. 1 edible oil brand. In 2023, Brand Finance and Kantar reaffirmed its market leadership, naming Fortune as the Most Loved Cooking Oil Brand in Sri Lanka.
Fortune’s true accomplishment lies in how it redefined consumer behaviour across the island. It successfully converted millions of Sri Lankans from using unbranded loose oil to choosing a safe, consistent and hygienic product, thereby transforming the market from habit driven choices into health conscious decisions.
This transformation was made possible through Fortune’s uncompromising commitment to global standards of quality and safety. Its manufacturing facilities include ISO 14001, ISO 9001, HACCP and FSSC 22000 certified, ensuring that every stage of production – from sourcing to packaging – meets international benchmarks. These certifications represent more than operational excellence; they stand as a continuing promise of trust and quality delivered in every pack.
HISTORY
The story of Fortune is inseparable from that of its parent company, whereby Pyramid Wilmar becomes a joint venture between Sri Lanka’s Pyramid Oil Mills and Singapore based Wilmar International – Asia’s leading agribusiness group. Established in 2005, this alliance has brought together global expertise and local insight, setting the foundation for a brand that would redefine Sri Lanka’s edible oil industry.
Wilmar International’s vast, integrated supply chain – spanning plantations, refining, packaging and distribution – provided Pyramid Wilmar with unmatched operational efficiency and scale. This seamless integration has enabled Fortune to maintain competitive pricing while not compromising on quality, ensuring that international standards became accessible to local consumers.
The brand’s ensuring success is a reflection of this synergy of combining the precision and professionalism of global standards, combined with a deep understanding of local culinary tastes and consumer needs.
THE PRODUCT
Created with taste, health and a love for good food in mind, Fortune brings happiness to every table by enhancing the flavour and aroma of any dish. What began as a trusted household cooking oil has evolved into a complete culinary brand that embodies quality, affordability and consistency – produced under strict international hygiene and quality certifications that ensure safety and excellence in every pack.
Today, Fortune caters to the diverse culinary needs of households, restaurants, and hotels that value exceptional taste and reliability. Its versatile product portfolio includes Sunflower Oil, RBD Coconut Oil, Corn Oil and Cooking Oil, available in convenient 250 and 500 millilitre, 1, 2, 3 and 5 litre bottles, as well as 10 and 20 litre bulk packs designed specifically for professional kitchens.
Whether used for everyday family cooking or large-scale food preparation, Fortune guarantees that every drop delivers freshness, purity, and the authentic taste that both families and chefs alike have come to trust and love.
RECENT DEVELOPMENTS
In 2025, Pyramid Wilmar proudly celebrated 20 years of operations in Sri Lanka, marking two decades of contribution to national growth, food safety and self-reliance. Over this period, the company has made notable investments in developing local industries, empowering communities and expanding its product portfolio to meet evolving consumer needs.
Beyond its leadership in edible oils, Pyramid Wilmar’s brands – including MeadowLea, Fondré and Masterline – have strengthened their standing as pioneers in food innovation, delivering products that combine taste, nutrition and convenience.
Moreover, Pyramid Wilmar ChefsHunt programme, launched to award scholarships to aspiring culinary professionals, underscoresits commitment to nurturing local talent and elevating the country’s vibrant food and hospitality landscape.
Looking ahead, Pyramid Wilmar remains focussed on agricultural development and sustainability, with a long-term goal of reducing import dependence and promoting local production within the edible oil and value added sectors. This forward-thinking vision reflects Fortune’s deeper purpose – to empower Sri Lankans through better food, greater opportunity and sustainable growth.
PROMOTION
Fortune’s marketing approach has always been rooted in understanding and education. From the outset, the brand recognised that the real challenge in the edible oil market was not merely price but awareness. Many consumers were unaware of the health and hygiene risks associated with using unbranded oils.
Through nationwide campaigns across television, radio and print, Fortune launched a movement to inform and empower consumers. These initiatives highlighted the importance of hygiene, quality and safety, while below the line (BTL) activities such as in-store promotions, cookery demonstrations and community engagements allowed consumers to experience the Fortune difference first hand.
These efforts were more than marketing; they were about building trust and transforming habits. Fortune positioned itself as a brand that genuinely cares for the wellbeing of Sri Lankan families, ensuring that every meal prepared with its products carries the assurance of safety, taste and love.
BRAND VALUES
At its heart, Fortune stands for trust, quality and togetherness. Its guiding purpose is simple yet powerful: to be the enabler of tasty and healthy meals that bring families closer. Every product under the Fortune name upholds the brand’s enduring values of customer focus, integrity, consistency and excellence – principles that have defined its journey from a household favourite to a symbol of unwavering quality and the joy of shared meals.
This philosophy continues to drive Fortune’s growth and deepen its bond with consumers, reinforcing its promise to deliver both value and wellbeing with every drop. As Fortune looks ahead, its vision remains clear: to ensure that the brand is synonymous with value driven excellence that enhances everyday living.
With its unique blend of quality, affordability and heartfelt connection, Fortune continues to inspire confidence in every home it touches, reaffirming that true success is not measured by sales alone but by the trust, happiness and unity of the families it serves.
