KARACHI: OREO, the world’s favourite biscuit has become an overwhelming success in the Pakistan market as it crossed the Rs1 billion sales mark in just ten months, says a press release issued by the Continental Biscuits Ltd.
The 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), are responsible for bringing the iconic OREO biscuit brand to Pakistan nearly ten months ago. The CBL‘s strong track record and excellence in biscuit manufacturing and marketing is exhibited by the success of OREO in Pakistan, where over 350 million biscuits have been sold in ten months.
In October 2013, the CBL invested PKR 1.1 billion (US $11 million approx.) to build a state-of-the-art OREO production line at its plant in Sukkur, making it the largest biscuit-production facility in the country. As the production line is fully automated from the initial processes all the way to the biscuit’s packaging, the facility is the first of its kind in Pakistan and can produce as many as four million biscuits per day or three tonnes of biscuits per hour! The CBL uses the same world class quality standards, formula and ingredients as the international version, and is selling OREO at affordable prices to consumers.
Mr. Hasan Ali Khan, Managing Director and Chairman of the CBL, said: “When we brought OREO to Pakistan, we had a vision of making the Worlds. No.1 biscuit also Pakistan’s No.1 biscuit. Ten months into our endeavour, we are delighted to announce the success of OREO as a Rs1 billion brand! The demand for this iconic biscuit in Pakistan has been incredible and we are touched by the positive response from our consumers. OREO is not only selling biscuits but a global ritual for our consumers to take a moment and enjoy each OREO with their family. We hope to continue to see record-breaking sales, furthering the OREO momentum.”
In addition to record-breaking launch sales, Oreo, through its heart-warming and widely appreciated advertising, has touched the lives of millions of Pakistanis by spreading OREO’s mission of twist, lick and dunk to liberate the childhood spirit in all of us. This simple ritual allows consumers to savour each bite they take by enjoying an OREO biscuit with a glass of milk. OREO does not discern between adults or children and believe that consumers deserve to be set free once in a while and cherish moments by enjoying each bite of the biscuit.