Continental Biscuits Ltd. (CBL), the makers in Pakistan of the LU brand of biscuits and an exclusive affiliate of global snacks group Mondelēz International (previously known as Kraft Foods), has brought the iconic Oreo biscuit brand to Pakistan.
Oreo is touted as the is the world’s favourite biscuit (or cookie, depending on the market), and CBL aims to make it a local favourite in Pakistan as well by leveraging the global scale and expertise of Mondelēz International, along with CBL’s strong track record, excellence in biscuit manufacturing and marketing, and a long history in Pakistan.
The Oreo cookies previously available in Pakistan were imported and therefore expensive and often past their sell-by date. The new locally produced cookies will reach the market while they are still fresh and will be sold at affordable prices to a wide variety of consumers. Pack and introductory prices are Rs 10 for 3 biscuits, Rs 20 for 6 biscuits and Rs 40 for 12 biscuits.
CBL has invested Rs 1.1 billion (about US$ 11 million) to build a state-of-the-art Oreo production line at its manufacturing plant in Sukkur, making it the largest biscuit-production facility in the country. As the production line is fully automated from the initial production process to the biscuit’s packaging, with no human interaction, the facility is the first of its kind in Pakistan. The line can produce as many as 4 million biscuits per day or 3 tonnes of biscuits per hour.
Speaking on the occasion of Oreo’s debut in Pakistan, CBL’s chairman and managing director Hasan Ali Khan said, “We are delighted to bring the world’s favourite biscuit to Pakistan. For us, this is the beginning of another wonderful journey to make Oreo the no.1 biscuit brand in Pakistan. Our vision of locally producing Oreos clearly signals our intent at dominating the local biscuit market and also highlights the importance of Pakistan as a biscuit manufacturing base.”
Rafey Zuberi, CBL’s director marketing added, “Oreo is more than just a biscuit; the ‘Twist, Lick and Dunk’ ritual has brought fun-filled moments-of-bonding to millions of families around the world. The dunking culture already exists in Pakistan, with adults dipping their biscuits in tea. Now, we are giving Pakistani families the chance to dunk their biscuits in milk.”
Ian Buchan, Mondelēz International’s Middle East & Africa new markets general manager, said: “We have been partners with Continental Biscuits since 2007 and have shared business excellence without reference to borders. With the launch of Oreo, we are delighted now to share the ‘moments of joy’ in Pakistan in terms of both industry best-practices and a superb, quality product.”