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The company Haleebis one of the fastest growing packaged food companies in Pakistan that
has an annual sales turnover of Rs. 9.2 Billion (F2006). It hasthe market leader in the liquid
packaged milk category with a market share of over 52%. These are the figures quoted on the
company¶s official website.

Haleeb Foods has a diverse brand portfolio that consists of dairy as well as non-dairy
products. The company has segmented the product portfolio into 3 categories which include
Dairy products, Juices and UHT milk. These are stated below:

K



`? ÑsliDesi Ghee
`? Haleeb Butter
`? Haleeb Cream
`? Haleeb Yogurt
`? Tea Max
`? Haleeb Cream with Honey

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`? Fun Day
`? Good Day
`? Tropico Juice Drink
`? Delicious Lassi
`? Tropico Nectar

v



`? Haleeb Milk
`? Dairy Queen
`? Candia Milk
`? Candia Classic
`?  kimz Liquid
`?  kimz Powder
`? Candy Up
`? Haleeb Gold
`? HaleebReshmi

Haleeb is the main arsenal of the company. Haleeb UHT Milk is available in 3 stock keeping
units of the Tetrapak packaging. It is also available in Tetra Fino Packaging under the brand
extension of Haleeb Dairy Queen, in order to increase consumer and trade penetration of the
brand. The Tetra Fino Ñseptic package is essentially a fiber counterpart to the plastic milk
pouch.
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The term UHT means Ultra Heat Treatment. This is a process in which the milk passes
through 140 degree centigrade in about 3 seconds and then immediately cooled to 20 degree
centigrade in the next 5 seconds. This in turn kills all the bacteria present in the milk. This is
the most sophisticated and advanced process in the world and is being used by many
competitors as well.The company uses the indirect method of UHT which means that the
milk is heated by steam passing through stainless steel pipes outside milk. The competitors or
all other brands in Pakistan use the direct method of heating the milk by injecting steam in
the milk, this adds water content in the milk, whereas indirect heating evaporates water from
the milk. This is why Haleeb uses the "Thickest Milk" slogan.

 
 

The company was incorporated on July 1st, 1984 with a capital of Rs. 46 Million under its
former name of Chaudhry Dairies Limited.This was later renamed as CDL Foods Limited
and now it is known as Haleeb Foods Limited. Back then it had the capacity of producing
80,000 / liters of milk per day and having a total area of 32 acres. The company employed
150 people at the plant initially. The production process started with UHT liquid milk. The
first product launched in the marketwas the liquid milk, it started its operation in 1985 at that
time 20 other dairy plants were also coming in, and all those including MILKPÑK were using
obsolete technology that was used by companies in Europe. The company¶s plant was the
only plant that was based on the latest technology. Today Haleeb is a brand that is known
throughout the country.

In 2005-2006 as an I  9002 certified company, Haleeb was the dominant market leader of
UHT milk in Pakistan by capturing 52 % share however during 2006 Haleeb ran into some
quality related problems, specific details of which have not been disclosed by the
management. Ñs a result Haleeb faced a sharp decline in sales; taking advantage of this
opportunity Engro Foods introduced lpers Milk; which, through an aggressive marketing
campaign, has surpassed Haleeb in terms of market share. Ñs of now, the estimated market
share for Haleeb UHT milk is 15% compared with 32% of lpers.

The first product of Haleeb Foods was launched in 1986 which was Haleeb milk. The
company has continued to expand with other products in the dairy foods category. Below is
the time line of the products and their launch years
`? 1997 - HaleebÑsliDesi Ghee
`? 1998 - Haleeb Cream, Candia  kimz Milk Powder
`? 1999 - Candia Milk, Candia  kimz Liquid Milk
`? 2000 - Tropico Juice Drink, Haleeb Dairy Queen
`? 2001 - HaleebN'rish Instant Full Cream Milk Powder
`? 2002 - HaleebN'rish Fortified Instant Full Cream Milk Powder
`? 2003 - Candia Tea Max Dairy Whitener, Haleeb Butter, Haleeb Plain Yogurt,
HaleebLassi Drink
`? 2004 - Haleeb Good Day Pure Juice, Haleeb Fun Day Juice Drink, Candia
Candy'UpFlavoured Milk
`? 2005 - Haleeb Cream With Honey, Haleeb Tea Max with Cardamom, HaleebLabban,
Haleeb Good Day(Mix Fruit, Red Grapes, Mango Pineapple)
`? 2006 - HaleebReshmi Pack, Candia Classic,  kimz Pouch, Tropico Nectar
`? 2007 - Haleeb Cheddar Cheese