10/13/2023 0 Comments Peek freans companyHowever, all three products by and large target children and the same is not true for Sooper Soft Bakes, which is designed to reach a much wider audience.Īaminah Saeed, GM Marketing, EBM, says the decision to extend Sooper beyond biscuits was not an easy one, but when the company delved deeper into consumption patterns, it understood that along with the biscuits that Pakistanis dunk into their tea, the other baked item most popular around the teacup is plain cake. In 2021, more products were added to the cake portfolio with the launch of Smile (a doughnut-shaped cake) and Gluco Teddy (a teddy bear-shaped cake with all-natural ingredients). Packaged cupcakes account for half of the packaged cake market, so this seemed like a wise choice. Understanding the significance of what is, according to some estimates, a Rs 20 billion market with immense potential for growth, the company ventured into packaged cupcakes with a brand called Cake Up in 2018. This is not EBM’s first foray into the packaged cakes category. That is, until now when a totally different brand extension was launched in November 2021 – a single-serve plain cake called Sooper Soft Bakes. Over the years, only two brand extensions have been launched – a cardamom flavoured biscuit and a chocolate flavoured one. The product’s success lay in its simplicity and ever since then English Biscuit Manufacturers (EBM – the parent company) has treated its star brand with the investment and reverence that it deserves. When Sooper biscuits launched 25 years ago, these plain milk and egg cookies that mimicked the simple bakery biscuits that Pakistanis love to eat with their tea became a hit with the nation.
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