English Biscuit Manufacturers
A Pakistani biscuit and snack manufacturer that operates under the Peek Freans name and owns the Pied Piper trademark in Pakistan.
Last updated August 31, 2026
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Overview
English Biscuit Manufacturers (EBM) is a Pakistani food manufacturer headquartered in Karachi. The company is best known for producing biscuits and related snack foods under the Peek Freans name, a brand that has been present in Pakistan since EBM began local production in 1967. Its portfolio includes long-running products such as Saltish, Marie, Chocolate Sandwich, Lemon Sandwich, Butter Puff, Peanut Pik, Zeera and Gluco, together with later mass-market and indulgence-oriented lines including Party, Sooper, Rio, Farm House Cookies, Nan Khatai, Chocolicious, Jam Delight, Cake Up, Choco Bites, Choco Lava, Cake-UP Triple Chocolate, Cake-UP Sandwich and Sooper Soft Bakes. The business originated in 1965 as Peek Freans Pakistan Limited. It was established through a joint venture in which Peek Freans held a minority shareholding and House of Manji held the larger stake. In 1966, the company adopted the name English Biscuit Manufacturers following the rebranding of its UK-based parent, Associated Biscuits. A few years later, the Manji family sold its interest to Arag Group. EBM started manufacturing Peek Freans biscuits in Pakistan in 1967, establishing the basis for the company's continuing association with that name. EBM's product development has expanded over several decades from basic tea biscuits and savoury crackers into filled biscuits, cookies, cakes, soft-baked products and chocolate-oriented snacks. The dates associated with its brands indicate a succession of launches beginning with Saltish in 1968, followed by several classic biscuit varieties in the 1970s, new products in the 1980s and the major Sooper and Party lines in the 1990s. The 2000s and 2010s brought further diversification through Rio, Farm House Cookies, Nan Khatai, Chocolicious, Jam Delight and multiple Cake Up and chocolate products. Beyond manufacturing, EBM operates a Centre of Excellence intended to support research and development in food technology, nutrition, biochemistry and related disciplines. This gives the company an institutional platform for product research and technical work in addition to its commercial brand portfolio. The company also holds the Pied Piper trademark in Pakistan. EBM's operations are primarily associated with the Pakistani market, while its products are also reported as being exported to markets in the Middle East and Africa. Detailed current ownership, executive leadership and financial information are not established by the supplied reference material.
History
English Biscuit Manufacturers traces its origins to 1965, when Peek Freans Pakistan Limited was established as a joint venture. The original shareholding structure gave Peek Freans a minority interest of 25.25 percent and House of Manji a majority interest of 74.65 percent. The venture was created to manufacture Peek Freans products for the Pakistani market. In 1966, the company changed its name to English Biscuit Manufacturers. The renaming followed a rebranding of its UK-based parent company, Associated Biscuits, and marked the adoption of the corporate identity by which the Pakistani manufacturer is known today. EBM began producing Peek Freans biscuits locally in 1967. The Peek Freans name has remained central to the company's market identity, with EBM described as doing business under that name. Several years after the company was formed, the Manji family sold its stake to Arag Group. The supplied reference material does not provide a precise date for that transaction or further details about the subsequent ownership structure. EBM is based in Karachi and has developed a broad biscuit and snack portfolio serving the domestic Pakistani market, with exports reported to the Middle East and Africa. The company's brand development proceeded through a series of product introductions. Saltish was introduced in 1968, followed by Marie and Chocolate Sandwich in 1971, Lemon Sandwich in 1973 and Butter Puff in 1974. Click followed in 1976. During the 1980s, EBM added Peanut Pik and Zeera in 1984 and Gluco in 1987. The 1990s brought Party and Sooper, both dated to 1996 in the supplied reference material. Rio was added in 2003, while the 2010s saw the introduction of Farm House Cookies, Nan Khatai, Chocolicious, Jam Delight, Cake Up, Choco Bites, Choco Lava and related Cake-UP variants. Sooper Soft Bakes followed in 2021. EBM also operates a Centre of Excellence focused on research and development in food technology, nutrition, biochemistry and related areas. This facility reflects an effort to support technical capabilities and product development alongside manufacturing and marketing. In Pakistan, the company owns the Pied Piper trademark. The available sources do not establish a complete account of manufacturing sites, present-day directors, financial performance, public-market status beyond the supplied listing information, or the precise scale of its export business.
- 2021
Sooper Soft Bakes introduced
[1]The company extended its Sooper portfolio with a soft-baked product.
- 2020
Cake-UP Sandwich introduced
[1]EBM added Cake-UP Sandwich to its Cake-UP range.
- 2019
Choco Bites, Choco Lava and Cake-UP Triple Chocolate introduced
[1]The company broadened its chocolate and cake offerings with several launches.
- 2018
Cake Up introduced
[1]EBM entered the listed cake-oriented segment with Cake Up.
- 2017
Jam Delight introduced
[1]Jam Delight expanded EBM's filled and sweet biscuit offerings.
- 2015
Nan Khatai and Chocolicious introduced
[1]The company added Nan Khatai and Chocolicious.
- 2011
Farm House Cookies introduced
[1]EBM expanded into a cookie-oriented offering with Farm House Cookies.
- 2003
Rio introduced
[1]The company added Rio to its biscuit and snack portfolio.
- 1996
Party and Sooper introduced
[1]EBM introduced Party and Sooper, two of the company's later well-known product lines.
- 1987
Gluco introduced
[1]Gluco was added to EBM's biscuit brands.
Products and positioning
A major Pakistani biscuit and snack producer combining established everyday biscuit brands with newer filled, chocolate, cookie and cake-based products.
Biscuit brand · 1967
Peek Freans
Peek Freans is the principal trading and product identity associated with EBM. The company began producing Peek Freans biscuits in Pakistan in 1967 and has continued to use the name across a broad portfolio of everyday biscuits, filled products, cookies and newer snack formats.
Biscuit and soft-baked snack brand · 1996
Sooper
Introduced in 1996, Sooper is one of EBM's major product lines. The portfolio was later extended with Sooper Soft Bakes in 2021, indicating the brand's expansion beyond a conventional crisp biscuit format.
Biscuit brand · 1996
Party
Party was introduced in 1996 as part of EBM's expansion of its branded biscuit range during the 1990s.
Biscuit brand · 2003
Rio
Rio was introduced in 2003 and forms part of EBM's later-generation biscuit portfolio.
Savoury biscuit · 1968
Saltish
Saltish was introduced in 1968 and is among EBM's earliest documented branded products.
Snack cake · 2018
Cake Up
Cake Up was introduced in 2018 as EBM expanded from biscuits into cake-based snack products. Related variants include Cake-UP Triple Chocolate and Cake-UP Sandwich.
Cookies · 2011
Farm House Cookies
Farm House Cookies was introduced in 2011 and represents EBM's move into a cookie-focused product format.
Sources2 sources
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