English Biscuit Manufacturers (PVT) Limited
Aug 13 - 19, 2001
English Biscuit Manufacturers (Private) Limited was
established as a joint venture company in 1965 with the name of PEEK
FREANS PAKISTAN LIMITED. In 1966 the UK sponsor company was renamed as
Associated Biscuits International Limited (ABIL), while the venture
was renamed to English Biscuit Manufacturers (Private) Limited, which
stands to date.
EBM started manufacturing and marketing of world
famous Peek Freans range in 1967 in order to provide Pakistani
consumers with good quality, nutritious and hygienically packed
True to its corporate claim of 'The Legend Leads',
EBM led the biscuit industry in Pakistan for over 30 years by its
pioneership in providing innovative and high quality biscuit tastes
for every taste bud.
The trade mark Pied Piper made its mark about 30
year ago, but it still remains in the hearts, minds and souls of the
people through the variety and excellent quality of biscuits
manufactured under its umbrella. EBM enjoys the distinction of being
the first food company in Pakistan to promote biscuits as a "food
EBM has been in the business of manufacturing and
marketing branded biscuits in Pakistan for over 30 years. The brand
name 'Peek Freans' is a household name, and people blindly believe in
the quality of the products made under this brand.
EBM is also the first Biscuit Company in Pakistan
to have achieved ISO - 9001 Certification in correspondence with its
Institutional Slogan 'The Legend Leads'. The achievement also endorses
company's firm commitment to high standards of quality.
Under the brand range Peek Freans the company today
carries the largest variety of biscuit products including Marie, Gluco,
Click, Sooper, Smile and Tiffin, to name a few.
On advertising front also, EBM and its subsidiary
CFL set new trends and particularly developed classic and innovative
concepts around the icon of 'Pied Piper' which today is an integral
part of all packaging.
EBM has always recognized, as a corporate
philosophy, its moral and social obligation to associate itself with
all such causes which promote national health and thus pioneered the
concept of sports promotion in Pakistan which included first time live
telecast of major International Sports events like Cricket, Boxing,
Tennis, Hockey as well as regular sponsorships of sports tournaments
for Scrabble, Golf, Bridge and Snooker. Company sponsored Bridge team
known as 'Peek Freans' has been country's leading team and won
national championships on numerous occasions while also represented
Pakistan in International Tournaments. Apart from the above mentioned
sports, the company has also participated in extensive social
activities such as: Regular support for noble causes — the cause of
special children. EBM sponsored Special Olympics held in 1999-2000 is
one such example.
EBM Causeway — A road that connects the main city
to the Industrial Area is another example of the Company's involvement
in the social services. This route saves 10 - 15 minutes in driving
time. Regular support to organizations like Fatmid, SIUT ( Sind
Institute of Urology and Transplant) and IBP (Institute of Behavioural
Psychology), formation of the Pied Piper Club, which organizes various
extracurricular activities and entertainment events for children, are
some more examples.
EBM is also one of those companies which contribute
to the national economy by means of earning foreign exchange through
marketing and export of its products to USA, Canada, UAE, Saudi
Arabia, Mauritius, South Africa, Madagascar, Mozambique, Uganda, Saudi
Arabia, Dubai, UAE and Qatar and plays its role in earning valuable
foreign exchange, thus contributing to the growth of economy. The
potential for exports has also increased with the opening in CIS
A glance at EBM's brand portfolio indicates that it
covers almost every segment of the market. Be it young or old, men or
women, EBM strives to cater to every taste. A new state-of-the-art
biscuit plant was installed at the Hattar Industrial Estate in 1995.
This was an addition to the manufacturing setup in Karachi, which
helped in meeting the swelling demand for EBM products. This was done
by setting up a separate entity with the name of Coronet Foods
(Private) Limited (CFL).
Biscuit market can be largely divided into two main
categories, viz., branded and unbranded. Until 1999-2000, 50% of the
market was dominated by branded biscuits, in which EBM had a sizeable
share. The rest was taken up by various small companies.
Biscuits in Pakistan have now assumed the role of
"FOOD BETWEEN MEALS" in nearly every household.
The estimated annual gross sales in the organized
sector is estimated to be approximately Rs.3700 million with an annual
growth of approximately 18%. The Gross Sales when converted in tonnage
roughly work out to 50,000 tons for branded biscuits whereas total
biscuit consumption is around 100,000 tons.
The key players in the organized segment of the
market are EBM (English Biscuit Manufacturers (Private) Limited),
Coronet Foods (Private) Ltd, Continental Biscuits (LU), Montgomery
Biscuits, Silver lake and Mehtab Industry (Krunchi) constituting
approximately 70% of the branded Market.
Recently, EBM as a group has enjoyed some extremely
successful re-launches of brands like Butter Puff, Tiffin, Gluco and
Whole Wheat Slices. These, along with Rio, Click, Marie and Marie are
some of the brands which have shown tremendous response in recent
times and are still skyrocketing on the growth chart. Consequently,
EBM has recaptured its lost market share. With the existing trends and
norms of our society, the most common medium of entertainment for the
masses is television. Consequently, television is also the most
effective way of communication. In 1998-1999, EBM was a distant second
in terms of Electronics Media spending. However, realizing the
significance of electronic media, the tables were turned in 1999-2000,
when EBM did not only recapture the major share of voice on local
channels but also made a definite impact on satellite viewers.
Well thought-out marketing and media plans have
contributed vastly to this shift. With the cable and satellite
viewership trend on its way at a fast pace in our country, it was
crucial to have presence on this front in addition to the local
Through creative thinking and innovative
strategies, in August-2000, EBM became the first corporation of its
kind in Pakistan to have media presence on satellite (Star Network).
The aggressive media campaign on satellite
television resulted in a drastic increase in demand for EBM biscuits.
Many others followed the footsteps of EBM's success, attesting yet
again to the theory, "you can always learn from
competition". In today's dynamic and fast changing market
environment, the success of any business depends on how responsive it
is to change, and how well aware its keepers are of competitors'
activities. With the success of various product launches, EBM has
proven that high quality products backed by smart marketing
strategies, are the essential ingredients for success in a highly
EBM has, in the past and with the help of the
Almighty, will continue to provide consumers with products of the
highest quality and variety. If the current trend continues to soar,
it will not be too long before EBM represents Pakistan on the global
front with the premium quality and variety of biscuits which will be
second to none.