Cake Up’s USP, according to Janjua, is that the fillings are made from real ingredients. The greatest challenge in developing Cake Up was ensuring that the quality promise EBM strives to maintain in all its products was not compromised. The brand’s message is that just as relationships bring us joy, happiness and love, Cake Up too adds a dash of sweetness to all interactions with loved ones. This was based on the insight that due to hectic schedules, people are not able to spend quality time with their family and friends which strains relationships. The campaign’s tagline was ‘real rishtey’. “We explored the different kinds of variants that are available in packaged cakes worldwide and fixed upon those that would suit the taste preferences of local consumers,” explained Janjua. While strawberry-filled and chocolate-filled cakes are available in the market, caramel and double chocolate are new flavours introduced by EBM. However, it would be premature to define market shares in this category.Ĭake Up was launched with four variants – strawberry, caramel, chocolate and double chocolate cupcakes. New players, such as Gibbs, are entering the market and experimenting with Swiss rolls and cake slices. Presently, the packaged cake segment has predominantly one big player – Hilal – and several small players, such as Dawn, Bake Parlor and Cake Shake. It is an emerging category and being innovators, we wanted to be the pioneers in Pakistan’s packaged cake segment.” According to Janjua, “we wanted to take advantage of our experience and enter a new category that has the potential to grow. It was this success that motivated EBM to enter a new snacking category and given their baking expertise, cake appeared to be the most relevant one. This means that real strawberry pulp is used for filling a strawberry cupcake and not just syrup, while real cocoa is used for the chocolate cupcake and not flavouring. It has a diverse portfolio comprising 14 brands – including plain, sweet and value-added biscuits (such as peanut, pista and chocolate), with most of them leading in their respective categories.Ĭake Up’s USP, according to Janjua, is that the fillings are made from real ingredients. “Given that Peek Freans enjoys a large customer base, high recall, and is synonymous with snack time, it made sense to launch Cake Up under the Peek Freans umbrella,” said Ayesha Janjua, Head of Marketing, EBM.ĮBM has been spearheading the growth of the biscuit category for the last 50 years and currently accounts for almost 50% of the biscuit category’s market share in Pakistan. Janjua is optimistic about the future of the packaged cakes segment in Pakistan in her opinion, despite there being several snacking options, packaged cakes are a unique offering in terms of taste, convenience and affordability.Įarlier this year, English Biscuit Manufacturers ventured into a new snacking category, packaged cupcakes, with the launch of Cake Up, a centre-filled cupcake brand.The campaign’s tagline was ‘real *rishtey*’.Cake Up’s USP, according to Janjua, is that the fillings are made from real ingredients.In 1900, the firm held a Royal Warrant to supply biscuits to the, then, Prince of Wales, who later became King Edward VII. Peek Freans soon became the largest biscuit producer in Europe. By 1866 numbers grew to 700.īecause the founders were all religious non conformists, they adopted a paternalistic attitude to their workers providing them with free health and dental services, which was unusual for the times. Orders like this meant there was a much expanded workforce, now numbering 200 men and boys. In 1865, Peek Freans introduced a popular, smaller, lighter and sweeter biscuit known as the "Pearl".Īs demand for these little delights grew, the company produced 220 million biscuits for France during the Franco Prussian War in 1870. The company grew rapidly and a year later they were exporting biscuits to Australia. In 1860, a relative, George Frean, joined the company and at that time there were only eight employees. In 1857, they opened a biscuit making factory in Bermondsey, England. The three Peek brothers began their business enterprises by importing tea. Today's find at the Whangārei Museum is a circular tin that once contained fancy biscuits made by what used to be known as the "Rolls Royce" of biscuit companies - Peek Freans. Most of us enjoy a biccy or two with our cuppa.
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