English Biscuit Manufacturers - Leading the way

November 04, 2011 RECORDER REPORT 0 Comments

English Biscuit Manufacturers (Pvt) Ltd, or (EBM), are the pioneers of packaged biscuit manufacturing in Pakistan and is the country's leading manufacturer of biscuits and cookies since 1967, with an annual sales volume and production capacity in excess of Rs 16 billion and 100,000 tons respectively. The Company enjoys the leadership position by leaps and bounds with a market share of over 40% of the branded biscuit market. EBM manufactures the country's largest range of hygienic and healthy biscuits under its famous Peek Freans Pied Piper logo. Peek Freans brand has recently been given the recognition of the internationally acclaimed Superbrands status. For more than four decades, EBM philosophy has been to produce biscuits which meet international standards of quality and hygiene in terms of safety and wholesomeness. Every member of EBM is committed to owing this philosophy and has the mind-set to produce the best of products under the trade mark of 'Peek Freans' and has inculcated the qualitative culture which gives EBM a competitive edge in keeping its customers' satisfaction. EBM has thus held food safety as its number one priority ever since its very inception and much before the advent of WTO. EBM is the only biscuit company in Pakistan to have achieved recognised international certifications pertaining to quality control, environmental management system and human resources management such as ISO 9001:2000, ISO 14001:2004, ISO 22000 certifications and IIP (Investors in People) Recognition. EBM is also the only food company to have been awarded the Environmental Excellence Award for the last seven successive years, since 2004. EBM also has the distinction of being the only biscuit company in Pakistan to have received the ISO 27001:2005 certification pertaining to Information Security Management Systems. The EBM Centre of Excellence was established at a cost exceeding Rupees 20 million, to make available an international level research and development facility for students of food technology, nutrition, bio-chemistry and other related scientific disciplines.

Equipped with state-of-the-art equipment and full research facilities, the EBM Centre of Excellence is the only one of its kind in the country that not only helps in developing human resources in Pakistan but takes the lead in ground-breaking researches pertaining to food grains. EBM has also been categorised by the Government in the elite club of "Highest Tax Payers" by annually contributing over Rs 1.3 billion to the national exchequer in the form of taxes and duties. The Company provides direct and indirect employment to over 2,600 employees at its production facilities in Karachi and Hattar, of which more than 40% of the work-force are women. EBM's cultural ethos is of a Caring Corporate Citizen. That is giving back to the community as a responsibility and obligation of good governance. EBM has been recognised for its various philanthropic activities through the National CSR Award. History 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, healthy, nutritious, wholesome and hygienically packed biscuits. As the pioneers of packaged biscuit manufacturing in Pakistan, EBM took the lead in its early years by promoting biscuits as "food between meals" that are healthy and nutritious. This theme encompassed all the fundamentals of a brand where consumers subliminally developed "Trust and Confidence" in the company that is eternally committed to be giving the highest quality products. It was through this strategic vision and direction that EBM has transformed the biscuit eating habits of Pakistani consumers by making biscuits more of an everyday necessity and less of a luxury item to be consumed only at tea-time as they were once considered to be. True to its corporate claim of 'The Legend Leads', EBM has led the biscuit industry in Pakistan for over 45 years by providing innovative and high quality biscuits. The trade mark Pied Piper made its mark about 40 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. Products Following an umbrella branding strategy, EBM manufactures and markets its biscuits under the name of "Peek Freans". 'Peek Freans' is a household name, and people blindly believe in the quality of the products made under this brand.

The Peek Freans Pied Piper today is the most popular icon in the industry leading biscuit lovers to experience one superb product after another. The brand signifies "trust, confidence and wholesomeness" for consumers. Peek Freans biscuits are known throughout Pakistan and abroad for their excellent quality and taste. Offering the largest variety in tastes and textures Peek Freans biscuits promise wholesomeness and unique taste with a crispy and crunchy texture. Some of the biscuits that are marketed under the Peek Freans umbrella include leading brands such as Sooper, Rio, Party, Peanut Pik, Peanut Pista, Farm House Cookies, Gluco, Whole Wheat Slices, Chocolate & Lemon Sandwiches to name only a few. A glance at Peek Freans 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. Most of the brands are recognised as the "firsts" of the industry and enjoy market leadership positions in their respective segments. Recent Developments Peek Freans has enjoyed some extremely successful and widely acclaimed re-launches of brands like Sooper, Click, Gluco and new launches such as Farm House Cookies. Consequently, EBM has regained its rightful position as the undisputed market leader. In order to meet the ever growing demand, EBM has since 2003 been investing very heavily behind its plant and equipment and has increased its production capabilities with the commissioning of 9 new state-of-the-art plants at a cost exceeding Rs 2.6 billion. Proactive environmental practices form the basis of all EBM's operations. The HACCP certification itself means "prevention from hazard" by reaching out and controlling the sources of supply like raw materials, storage and the distribution. The Company has also addressed waste management in an efficient manner and the installation of an incinerator is the latest development in this regard. Advertising & Promotion On advertising and promotion front, EBM and its subsidiary CFL have set new trends and developed classic and innovative concepts around the icon of 'Pied Piper' which today is an integral part of all communication and packaging. The early communication of the 70's (Listen to the Sound of the Day) is regarded as one of the most definitive, nostalgic and yet contemporary advertising campaigns of Pakistan even today. The flute tune of the jingle has become a signature tune in Peek Freans communication and is one that is instantly recognised by all. Peek Freans Gluco has been recognised for best advertising by Pakistan Advertisers Society Awards in 2011 amongst Snacks & Confectionery category, winning amongst 105 entries across 18 different categories.

Ever since its inception, EBM has made it an integral part of its corporate philosophy to support all causes that promote national health and sports. This legacy goes back to the early years when EBM pioneered sports sponsorship in Pakistan by partnering in the first-ever live telecast via satellite of Mohammed Ali's Boxing bouts (1974), the World Football Cup (Munich-1973) and Tennis Final direct from Wimbledon. Adding to its support of sports causes EBM was the first corporate entity to have sponsored Cricket, Hockey, Tennis and Golf in the early years of Pakistan Television when sports sponsorships were considered a taboo in the marketing circles of Pakistan. Pakistan is one of those fortunate countries where forward-looking companies like EBM have realised the importance of food safety and its implications on consumers. For the last 9 years, EBM has partnered with United Registrar of Systems (URS) to raise awareness about food safety via the Safe Food platform that holds an annual Safe Food Conference where by experts and executives get a chance to share their experiences and devise strategies to enhance their performances in this area. The first Safe Food Conference took place in the year 2002 as a direct response to the growing need for greater awareness on Food Safety amongst consumers, manufacturers, academia, regulators and distributors of food products. The conference focused on hygiene and safety in the food chain, and was appropriately entitled "From Farm to Fork". Since then, this conference has been sponsored and organised annually to build further awareness on Food Safety. Social Responsibility EBM's cultural ethos is of Caring Corporate Citizen. That is giving back to the community as a responsibility and obligation of good governance especially in the fields of Sports, Health and Education. Providing financial assistance and support to Community Projects such as Shaukat Khanum Memorial Trust, Sahara for Life Trust, Children's Health & Education Foundation, The Citizens Foundation, Aga Khan Hospital, Edhi Trust, Fatimid Foundation, Marie Adelaide Leprosy Centre, Pakistan Association of Blind, Alamgeer Welfare Trust and the Helpline Trust / Consumer Protection Council are some of the few projects where EBM is actively involved.