Continental Biscuits Limited (CBL) was founded in 1984 following a Joint Venture between the family of Hasan Ali Khan and the Groupe Danone, the French food giants. In the year 2007 Danone sold their biscuits category to Kraft Foods of USA. After divesture of Kraft Foods, shares are now held by Mondelez International. Today the company has a joint venture with Mondelez International with a shareholding of 50.5% and 49.5% respectively.
For more than two decades CBL is engaged in the manufacturing and marketing of the brand LU. We have an array of products which are pre-eminent in the branded biscuit business both in Pakistan and abroad. Our unrivalled portfolio of brands has been meeting consumer needs for well over two decades and includes such favourites as TUC, Candi, Prince and Tiger. We produce some of the best-known crackers, cream variants, plain and ingredient-based biscuits.
Our manufacturing location based in Sukkur is a centre of excellence which provides employment to 3000 people in the region. Our marketing, sales, finance, commercial, IT and the human resources functions are located in the head office in Karachi employing a total of 200 employees. As a part of the leading FMCG our head office has close links both with the Regional Offices of Mondelez International in UAE and our manufacturing plant in Sukkur.
CBL's strategy is to be a leader in the biscuit business driving long-term sustainability and delivering sustainable performance for the company, environment and the community. This includes delivering consistently on our promise to consumers, serving our customers, developing and engaging actively with our employees, delivering superior financial results to our shareholders and minimizing our impact on the environment and interacting constructively with the communities in in which we operate.
Ever since its' inception the company has been playing a major role in the process of modernizing and upgrading the Pakistan Biscuit Industry, producing healthy, innovative and quality products for our consumers.
We currently enjoy a market share of over 30 percent in Pakistan, and our supremacy in the biscuit industry is due to our prime emphasis on quality products coupled with an excellent distribution network.
Quality and innovation are the hallmarks of CBL. Our brands are among the leaders within the country and at international levels as they are manufactured to the highest quality standards bringing nutritional goodness of natural produce to our consumers.
We at all times ensure the selection of finest ingredients and hygienic conditions for the manufacture of our products. This has created a tremendous demand for our products not only in Pakistan but also in various AFME countries.
Incorporated in 1984, the success story of LU in Pakistan began with the initiative of Hasan Ali Khan (the founder of Continental Biscuits), who signed a joint venture agreement with Generale Biscuits, the global manufacturers of the LU range, which was subsequently acquired by the Danone Group. Expansive investments were made including the import of technology and professional expertise from abroad. The first undertaking was to set up a factory and establish distribution centers in the country with the ultimate objective of commencing operations and marketing our products in Pakistan.
CBL thus started its' operations in the country since September 1986 with an initial strength of 200 employees. The company first introduced its' innovative brands - TUC, Prince and Candi which proved to be an instant success. With global merger of Generale Biscuit and the Danone Group, a more comprehensive range of products and technical know-how became available to CBL. The company at present has an outstanding portfolio, under its power brands of TUC, Prince, Tiger and Candi. These brands have an array of products that falls into the category of plain biscuits, cream variants, crackers and ingredients based.
To exclusively manufacture, buy, sell, export and deal only in food products comprising of biscuits, confectionary desserts, snack foods in Karachi and elsewhere in Pakistan & outside Pakistan