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Since 1966
Since 1966

Our Story

In each bite of any delicious Peek Freans biscuit lies the rich tradition of true grit and hard work that has been so essential to EBM’s journey. It has taken many achievements, big and small, for EBM to reach its position as the industry leader today. EBM has followed the legendary Pied Piper to quality and success in Pakistan’s branded biscuit business. Below is a glimpse at some of our major milestones:

1966

EBM found its roots in Peek Frean Pakistan Limited, established in Karachi. In 1966, Peek Freans Pakistan Limited restyled itself as English Biscuit Manufacturers (Private) Limited.

1967

It was more than just production of packaged biscuits; in 1967, EBM began a revolution of quality, nutrition and flavor!

1968

EBM was on a mission to innovate: enter Saltish, Pakistan’s first, instantly popular cracker.

1970

Breaking new ground year after year, EBM pioneered branding and advertising on television in Pakistan; EBM was also the first to sponsor TV shows. Peek Freans, and the iconic Pied Piper became a household name with the ‘Listen to the Sound of the Day,’ TV commercial.

1971

Introduced as one of EBM’s first plain sweet brands, queen of biscuits Marie has been consumed ever since as a favorite teatime snack.

1973

Ever the trendsetter, EBM was a partner in the World Football Cup that took place in Munich, as well as the 1973 Wimbledon finals. The following year, EBM sponsored live telecasts of boxing icon Mohammad Ali’s matches.

1976

Loved by millions for its crispy, buttery goodness, Butter Puff was launched this year.

1984

The first to introduce nuts to biscuits, EBM launched Peanut Pik, a beloved brand still popular today, followed by Party and Peanut Pista as part of its value-added range.

1984

Brimming with the taste of Zeera, Click clicked well with Pakistani consumers.

1987

Packed with taste and nutritional value, Gluco is a hit with mothers and children across the country.

1990

An innovation which delighted Pakistan, EBM was the first to introduce chocolate chip cookies to the country’s biscuit market.

1991

Whole Wheat Slices captured the market with their distinct flavor and nutritional value.

1996

The smooth, sweet, and creamy Rio was launched.

1996

Scrumptious egg-and-milk cookie, Sooper, one of our bestsellers, was launched.

2002

Sooper was re-launched with its signature red packaging; within a year, it became the no. 1 selling biscuit across Pakistan.

2003

Bringing double the taste and delight, Rio was the first brand to introduce double cream to cream sandwich biscuits in the local market.

2006

Rio worked its way up deliciously, becoming the leader in the cream biscuit category in Pakistan.

2011

The delectable Farm House Cookies, Peek Freans’ range of premium cookies, were another first for EBM – and Pakistan’s biscuit market.

2012

Ever the winner, Sooper was voted Brand Of The Year for two consecutive years in an independent consumer survey conducted by MEMRB.

2012

A technical breakthrough: EBM commissioned an 80-meter-long production line; the longest across Pakistan and Asia at the time.

2013

Still delighting fans with its melt-in-your-mouth texture, and classic egg-and-milk recipe, sales for Sooper crossed the Rs 10 billion mark.

2014

Butter Puff was re-launched with vibrant packaging and a tasty new vegetable flavor, making it Pakistan’s first ever vegetable cracker.

2015

The authentic recipe Nan Khatai was launched in Classic and Almond flavors.

2015

Chocolicious was introduced to cater to chocolate chip fans in the market in two variants: Chocolate Chip and Double Chocolate Chip.

2015

This is the year EBM went to the movies, developing and integrating content for Rio and Gluco in collaboration with Pakistan’s first animated feature film, 3 Bahadur.

2016

After almost five decades, several bestselling products, and millions of satisfied cravings later, EBM is ready to discover and deliver fresh flavors, and satisfy millions more!