‘Sooper’ creates National History by reaching Rs. 11 Billion Sales Mark

Wednesday, October 01, 2014 Hiba Moeen 1 Comments

 Peek Freans Sooper, the number one selling biscuit brand of  Pakistan, creates history by becoming the first biscuit brand with  sales over the unprecedented Rs. 11 billion mark. The coveted  milestone is another achievement of the brand that not only has  the biggest market share in the plain sweet segment at 37 percent,  according to the AC Nielsen retail audit, but also is  the highest  contributing brand of English Biscuit Manufacturers (Pvt)  Limited (EBM), the country’s leading biscuit manufacturer. 
 Commenting on achieving this milestone, Zulfiqar Ali Ansari,  Head of Marketing at EBM said, “It is a moment of pride for  EBM to be the parent company of Pakistan’s number one selling  biscuit. The secret of Sooper’s success is the continuous  innovation and adherence to strict quality standards maintained at  EBM. Almost every company has tried replicating Sooper to  climb on its success bandwagon, but has been unable to match the  same taste and quality. At present, Sooper is exported to 13  countries and we plan on increasing that number soon.”

 Launched in 1996, Sooper was the first Egg & Milk cookie,  and since then there has been no turning back. Developed after  intensive research, it is a plain sweet biscuit with a unique texture  that delivers a melt-in-the-mouth feeling.  In 2013, a new flavour,  Peek Freans Sooper Elaichi (cardamon) was introduced. This too was very well received by consumers and since its launch, the new flavour has contributed significantly towards the Sooper portfolio’s overall growth.

Peek Freans Sooper enjoys a universal taste appeal and is consumed by all cross-sections of society. It has been ascertained that almost 20 million Sooper cookies are consumed on a daily basis and 430 million family packs were sold last year. Sooper was also elected the 2nd most favourite brand during the Brand Elections conducted by MEMRB Research agency across Pakistan.


English Biscuit Manufacturers (Private) Limited, the maker of Peek Freans biscuits, was established in 1967 as the first manufacturer of wholesome, hygienic packaged biscuits in Pakistan. For over 45 years, EBM has been a symbol of trust and confidence for consumers, making it the leading biscuit manufacturer of Pakistan. EBM is the first biscuit company in Pakistan to have achieved ISO 14001, ISO 9001 and HACCP certifications. The Peek Freans brand also enjoys the internationally acclaimed Superbrands status.


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