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English Biscuit Manufacturers (Pvt.) Ltd
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English Biscuit Manufacturers (Private) Limited or (EBM), are the pioneers of packaged biscuit manufacturing in Pakistan and the country's leading manufacturer of biscuits and cookies since 1967.

The World of EBM

EBM has been a part of your life for over 40 years. For more than four decades, EBM continues to remain in the hearts, minds, and souls of the people through the variety and excellent quality of biscuits manufactured under its umbrella. Our philosophy has been to produce biscuits which meet international standards of quality and hygiene in terms of Food Safety and wholesomeness. Every member of EBM is committed to owning this philosophy and has the mind-set to produce the best of products under the trademark of "Peek Freans".

The Company has an annual sales volume and production capacity in excess of Rs. 16 billion and 100,000 tons respectively. The Company takes pride in the leadership position it enjoys with a market share of over 40% of the branded biscuit market.

EBM is the only biscuit company in Pakistan to have achieved International Certifications pertaining to Quality Control, Environmental Management Systems, Human Resources Management and Information Security Management Systems. The Peek Freans brand has recently been given the recognition of the internationally acclaimed Superbrands status.

In the field of R&D, EBM has established its very own Centre of Excellence, a state-of-the-art research facility, to facilitate international level of researches. The Centre of Excellence also helps in developing students of food technology, nutrition, bio-chemistry and other related scientific disciplines with the objective of attaining lead in ground-breaking studies pertaining to food grains and other related topics.

Company 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 has led the biscuit industry in Pakistan for over 40 years by providing innovative and high quality biscuits. It started manufacturing and marketing world famous Peek Freans range in order to provide Pakistani consumers with good quality, healthy, nutritious, wholesome and hygienically packed biscuits.

Ever since the trademark "Pied Piper" made its mark about 35 years ago, it has been recognised as a symbol of 'trust & confidence' for consumers and is true to its corporate claim, 'The Legend Leads'.

With the help of their strategic vision and direction, EBM has successfully 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.
Vision Statement
  • To be a leading & forward looking Food company committed to satisfy consumers with a delightful, healthy & hygienic product range
  • Leadership: be the first in what we do and will always be a catalyst for 'change'
  • Vitality: continue to adhere to the highest standards of hygiene and ecology
  • Humanity: do whatever it takes to uplift the lives of the most deserving people around us
  • Innovation: always keep innovating in every area

In order to provide high quality and safe food, meeting the expectations and need of our customers, EBM recognises the critical role of quality, Food Safety, health and eco-friendly processes.

EBM has developed an integrated management system based upon ISO 9001, ISO 14001, ISO 22000 and ISO 27001 principles. Through these certifications, EBM is committed to maintain comprehensive risk assessments, evaluate Food Safety, health, information security, environmental impacts and pollution prevention for continuous improvement and customer satisfaction.

Therefore, EBM recognises the importance of consultation, communication and participation for effective management. As such, it will address the concerns of all stakeholders within the management system collectively and encourage individual employee ownership of QHSE control. Our systems and procedures will be designed and maintained in accordance with applicable legal, regulatory and stakeholders' requirements pertaining to Food Safety, quality and environment.


EBM operates with recognised international certifications pertaining to quality control, environmental management system and Halal standards.


These include ISO 9001, ISO 14001, ISO 27001, ISO 22000, HACCP certifications and Halal Certifications. Details of the certifications are as follows:

ISO Standards:

ISO (International Organisation for Standardisation) is a global network that identifies what International Standards are required by business, government and society, and then develops them in partnership with the sectors that will put them to use, adopts them by transparent procedures based on national input and delivers them to be implemented worldwide.

ISO 9001:2008:

ISO 9001 is a Quality Management System, which aims to bring out the best in organisation by consistently providing customer satisfaction.

ISO 14001:2004:

EBM is the first company in the industry to have received the prestigious certification of ISO 140001 which intends to keep a balance between maintaining profitability and reducing environmental impact.

ISO 22000:2005:

EBM is the only local biscuit manufacturing company in the industry to have received the prestigious ISO 22000 certification. This standard aims to control Food Safety hazards in order to ensure that food is safe at the time of human consumption.

ISO 27001:2005:

EBM is the only local biscuit manufacturing organisation awarded ISO 27001 that allows the organisation to examine its information security risks and design its internal and external controls.

Halal Certification:

Halal Certification is a recognition that specifies that the food products are permissible under the Islamic law. These products are thus edible, drinkable or usable by Muslims. For the consumer, the benefits of Halal Certification are clear. The consumer can purchase the product with the assurance that it does not contain anything which is haram or doubtful.

Pakistan Standards and Quality Control Authority (PSQCA) Standards:

The PSQCA has also been established to advise the Government on standardisation policies, programmes and activities to promote industrial efficiency and development as well as for consumer protection. This standards includes:

  • Testing and assessment of industrial raw materials & finished products to establish their quality.
  • Grade and composition conforming to national & international standard specifications in various fields like chemical products and formulations, textiles, food items, building materials, mechanical engineering, electrical and electronic goods and appliances, etc.
  • Provision of consultancy services to various industrial units in order to achieve improvement in the quality of their products.

PSQCA Certification:

EBM being PSQCA certified for Biscuits; PS: 383- 2003 (R), all our products comply to the PSQCA standards and this compliance is verified by PSQCA through conducting quarterly inspection visits of our production premises, laboratory and collecting random samples of our products which are tested in their own lab (Quality Control Centre – PSQCA). After complete assessment of product, PSQCA issues license for each product which is valid for two years. During validity of the license, PSQCA checks the compliance through quarterly inspection visits and product testing at their lab.


In recognition of numerous marketing and CSR initiatives, EBM has been awarded numerous national and international awards. These include the coveted IIP recognition, National CSR Award, Brands of the Year Award and Superbrands status.

International Investor in People (IIP):

The Investor in People Standard is a business improvement tool designed by Investor in People (IIP) UK to advance an organisation's performance through its people. EBM is amongst the first organisations in Asia recognised to the International Investor in People Standard in December 2005.

6th CSR National Excellence Awards (2011):

EBM has won the prestigious 6th CSR National Excellence Award 2011 by CSR Association of Pakistan for its contribution to the Pakistani CSR landscape occurring within the field of education and healthcare. This accolade is yet another feather in EBM's cap of noteworthy achievements.

Environmental Excellence Award:

EBM is the only food company to have received 'Environmental Excellence Award' for its effort to preserve the environment since 2007. The award was presented by the National Forum for Environment & Health (NFEH), in Karachi.

Brands of the Year Award:

"Brands of the Year Award", introduced in 2006, identifies the most demanded and credible brands of the country. It has been officially endorsed by Pakistan Standard & Quality Control Authority (PSQCA), Government of Pakistan, Chamber of Commerce & Industry (FPCCI).

EBM's ''Sooper'' won the "Brands of the Year Award" in 2006 for the biscuit category.

Superbrands Status:

The Superbrand organisation is an independent arbiter on branding, operating in over 73 countries and across 4 continents. The organisation awards the Superbrands status to only those brands that qualify for excellence in quality and lead the way with their brand strengths. Peek Freans has been awarded the Superbrands status in Pakistan since 2007.

Marketing Excellence Award:

Mr. Khawar M. Butt, MD of English Biscuit Manufacturers (Pvt.) Ltd. was presented the Marketing Excellence Award by the Marketing Association of Pakistan (MAP) on 27th Jan, 2006. This award presented by the most prestigious association of marketing professionals is in recognition of the visionary and the strategic leadership of Khawar M. Butt in turning around the business and making EBM the clear-cut market leader in the Biscuit industry.

Advertising Award:

A recent feather in the cap has been with Peek Freans Gluco winning the best advertising award in the Snacks & Confectionary category at the first PAS (Pakistan Advertisers Society) Awards 2011 winning amongst the 105 entries across 18 different categories.

Wonder Women of the Year Award 2012:

On the occasion of the International Women's Day, Mrs. Saadia Naveed, the Deputy Managing Director of English Biscuit Manufacturers (Pvt.) Limited (EBM) was presented the "Wonder Women of the Year Award 2012" by the National Hero Foundation (NHF) at a ceremony held in a local hotel recently. The Wonder Women Award is a salutation of the most inspirational women of Pakistan in their respective fields. She received this coveted award for her outstanding accomplishment and leadership in the field of Business Entrepreneur while at EBM.

Marketing & Management Excellence Award:

Mrs. Saadia Naveed, the Deputy Managing Director of English Biscuit Manufacturers (Private) Limited (EBM) was presented the Marketing & Management Excellence Award by the Marketing Association of Pakistan (MAP) on 21st March 2012. Under her astute leadership, EBM has witnessed remarkable achievements like exponential Volume Growth, Technological Advancements and Production Capabilities enhancements.

Centre of Excellence

EBM is one of Pakistan's leading organisations that has induced a socially conscious culture within its working environment. For sustaining its corporate leadership and dominance, EBM has institutionalise its technological and brand strengths by establishing the only one of its kind "Centre of Excellence"; a state-of-the-art research facility, to facilitate an international level of research.

About Centre of Excellence:

The Centre of Excellence (COE) has been established as a non-profit institution. The COE is one of its kind, full equipped research centre in Pakistan that is accessible to all knowledge and technology transfer professionals who are either in high education, public sector research organisation, other industries or communities. The Centre also facilities our own product development and quality control departments.

The Aim:

Living up to its name, the Centre aims to provide a knowledge based environment to enhance EBM's in-house capability to re-engineer processes and develop innovative new technologies in product development and packaging for efficient use of its production facilities.

The Objectives:

  • Improve the knowledge-base of the cereal and baking technology
  • Create awareness in people about hygiene and nutritional value of food
  • Overcome the non-availability of the equipments for quality determination of raw materials
  • Bring our country on the top with a reputation not only for world class scientific and technological discovery but also for turning that knowledge into new and quality products and services
  • Provide working facilities for M.Phil. and Ph.D students
  • Facilitate advanced research

The Benefits:

  • It is dedicated to improve academia and industry link
  • Exchanging good practice and workable innovative ideas specific to industry
  • Apply relevant and workable measures, and monitoring techniques
  • Contributing to debates and discussions on performance metrics and statistics
  • Seeking, examining and exchanging effective processes, procedures and solutions.

The Alliance/Consortium:

The Centre of Excellence is working in collaboration with the following institutes to develop and manage the standard and qualification across Pakistan and internationally:

  • European Union (EU) Project on Industry Academia Linkage through Audit Service International (ASI) Pakistan
  • Institute of Food Science and Technology, University of Agriculture, Faisalabad
  • HEJ Research Institute of Chemistry, University of Karachi
  • Department of Food Science & Technology, University of Karachi
  • Grain Quality Testing lab (GQTL), Pakistan Agriculture Research Council (PARC), Karachi

This is no arbitrary rags to riches tale based on fluke and good fortune alone. In fact, EBM's journey to success has been armed with consistent adaptability, tolerance and conservative financing

It all began in the year 1967; the year that saw the advent of the biscuit company. But no clairvoyant could have predicted that it would be "this" very biscuit company which would go on to become the country's leading biscuit manufacturer of biscuits and cookies.

Forty years down a well traversed road, the company, renowned far and wide as English Biscuit Manufacturer or EBM, has come a long way. But this is no arbitrary rags to riches tale based on fluke and good fortune alone. In fact, EBM's journey to success has been armed with consistence adaptability, tolerance and conservative financing. It is courtesy of its never "compromise on quality" philosophy, entwined with its constant drive to please its consumers that it can today, post of an annual sales volume and production capacity of a staggering 105,000 tons and a phenomenal turnover of $185.5 million.

Being the sole company in the industry to have achieved recognised international certifications pertaining to quality control, environmental management system and human resources management, EBM works hard to live up to its responsibility of delivering excellence to its consumers via its network of dedicated employees and wide spread chain on committed vendors, suppliers, dealers and distributors. It is categorised in the elite club of "highest tax payers" by contributing over 650 million to the national exchequer annually.

Unabashedly striving to attain excellence, EBM has bagged ISO 9001:2000, ISO 14001:2004, HACCP certification and IIP (Investors in People) recognition. To add to its achievement, it has been hailed as the only food company to have been awarded Environmental Excellence Award for three successive years for 2004, 2005 and 2006. This quality oriented Company has assumed a persona like any other human being. The life giving elements in building such a persona are its people in the form of shareholders, management and employees, and it is the people who create wealth for the company. If the ultimate corporate objective of the company is collective good and not personal enrichment, the organisation transforms into a "Living Institution".

At EBM, one does not merely make high flown declaration about wanting to "Improve and Innovate". Comprehending that actions speak, louder, much louder, than words, EBM has developed a Centre of Excellence. The Centre is a reflection of EBM's unceasing endeavours to acquire knowledge and excellence in developing human skills, product innovations and state-of –the-art technologies. Living up to its name, the Centre aims to provide knowledge based environment to enhance EBM's in-house capability to re-engineer processes and develop innovative new technologies in product development and packaging for efficient use of it production facilities.

In time to come only the best will survive: whether it is in the manufacturing or the services sector. The best will be those who strategically pursue the triple bottom line approach to business – that is a business growth model based on the welfare and growth of society and large (PEOPLE), the preservation of the environment and precious natural resources (PLANET) and the pursuit of profitability (PROFITS) in an ethical way.

Khawar M. Butt
Managing Director
English Biscuits Manufactures (Pvt.) Ltd