CBL (CONTINENTAL BISCUITS

LIMITED).
An Affiliated company with Mondelez International.

Overview:

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.
Brands:
TUC

TUC serves as the perfect light, salty snack for those sudden hunger
pangs at the oddest of times! As one of the oldest brands of CBL in
Pakistan, it stands as a benchmark for crackers.

TUC’s high-point has always been its product quality and successful
campaigns with memorable jingles like the old: “Mujhay TUC TUC Kay
Saath Chahiye” and “Har Jaga Har Waqt Halka Phulka TUC”. Recently,
TUC has revolutionized its image with a twist, claiming the whole
domain that lies in between meals with slogans like “Kaise Behle Gi
Yeh Bewaqt Ki Bhook?” and “TUC Khao, Bhook Behlao”.

TUC holds true to the claim that the freshness in its light crispy texture,
rectangular shape, salty taste and light golden color are relished by all
alike. TUC delivers the promise to serve as the best snack to satisfy your
hunger wherever you are, whenever you like!
OREO

Twist it, lick it and then dunk it in milk to experience a whole

new world of perfect happiness. Yes, you get it absolutely right;
we are talking about Oreo, The World’s No. 1 Biscuit. Oreo won
millions of hearts globally before it was finally launched in
Pakistan in October 2014.

Delicious rich vanilla cream sandwiched between two crispy

dark chocolate discs is what forms a delectable Oreo cookie.
From the moment you take the first bite, you feel your taste buds
exploding with the amazing taste of this heavenly biscuit. And
this doesn’t end here, with every single bite you find yourself
falling in love with this cookie all over again.

Enjoy Oreo in your snack time or share it with your loved ones
anytime to strengthen your relationship, you are definitely going
to love this biscuit. Available in Snack Pack, Half Roll and
Family Pack, Oreo indeed makes family times more memorable.
PRINCE

Adventure, excitement and the magical world of a child’s

imagination; that’s what our premium cream brand Prince is all
about. The country’s largest chocolate cream biscuit, Prince
rules the hearts of children all over with its yummy, energy-
filled chocolate sandwich biscuits.
Generously filled with rich chocolate cream sandwiched
between crispy and delicious biscuit shells, every bite of Prince
gives you the fulfilling taste of creamy smooth chocolate and
fresh biscuits. The brand has now become synonymous with
chocolate cream owing to rich flavor that remains unmatched by
any competitor.
More than just the delicious biscuits, Kids relate to the Prince
character as a dynamic and electrifying savior thereby enhancing
the brand’s appeal among an age group that’s always looking for
mentors and role models.
ZEERA PLUS

Zeera Plus is the most popular brand in the Zeera biscuits

segment offering consumers the superior flavour they seek. Its
unique sweet and salty taste has made it a popular
accompaniment to tea among the masses with the strong
ingredient taste also making it a popular choice for a mid-day or
early morning snack.
GALA

Gala biscuits contain the natural goodness of milk and eggs,

giving them a unique taste. The magic of Gala is in its wonderful
aroma and distinct artistic design which makes it the perfect
biscuit to serve guests. An array of Gala biscuits presented to
guests adds a special touch of festivity and celebration in even
regular acts of hospitality!
CANDI

One of the most innovative brands Launched by CBL, Candi is

the only brown sugar biscuit in Pakistan, which stands apart
from all other brands due to its sweet taste, crunchy texture and
unique brown color. Eating Candi is a pleasure in itself that adds
a touch of sweetness to life!

Besides a unique taste, the brand has also given us memorable

ad campaigns with famous taglines like “Candi mein who khas
bath hai” and recently the re-launch of Candi “Toh candi hojaye,
Aur life meethi hojaye”. It is also the perfect biscuit for use in
all sorts of divine desserts, some of which our experts have
shared through the Family Packs. All one needs to do is buy a
Family Pack and try one of the yummy recipes shown on the
pack. Have you tried any of them yet.
EXPORTS:

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.

We have a well established export infrastructure for our global

customers. Our global clientele includes importers, distributers, global
retail chains, government suppliers, military suppliers and institutional
suppliers.

Our manufacturing location based in Sukkur is a centre of excellence

which provides employment to 3000 people in the region. Our Export,
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.
PROCUREMENT &COMMERCIAL:

Simple procurement may involve nothing more than

repeat purchasing. However complex procurement could
involve finding long term partners / suppliers that might
fundamentally commit one organization.
Logistics involves the integration of transportation,
inventory, warehousing, material-handling, and
packaging, and occasionally security. Logistics is a
channel of the supply chain which adds the value of time
and place utility.

CONSUMER CARE:

OUR STRATEGY:
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.
WHAT WE DO BEST:

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.
OUR VISION:

CBL will become Pakistan's most preferred biscuit company by

developing powerful consumer-loved local and global brands,
maintaining world class manufacturing and quality standards,
having superior quality and motivated employees and
maximizing shareholder returns.

OUR MISSION:

To be a market leader in Pakistan Biscuit Industry in the next 5

years, ensuring every second biscuit consumed is proudly made
by CBL.
CERTIFICATIONS:

CBL is a leading manufacturer of quality products in the branded biscuits category

in Pakistan. It is the only company in the Pakistan biscuit industry which is ISO
9001, 14001 and OHSAS 18001 certified.

In order to support quality management, we have an agile quality control

department where quality is ensured at all steps. From inspection of raw material to
finished product, every critical processing is monitored by the QC team. The QC
workings are in lined with the international standard specifications. Our company
is ISO 9001 certified.

We have also received the certification from the international environment

management system. Being an ISO 14001 company we ensure that all our material,
processes and waste are environment friendly and bio-degradable. We value our
supply chain and also educate are suppliers on environment protection.

Our products are manufactured under modern facilities in our plant based in
Sukkur. Owing to our ongoing pursuit for innovations and our focus on quality, we
continue to reinforce the value of our brands. Read more about our environment
management initiatives under CSR.
Our company is the only company in the biscuit industry which is OHSAS 18001
certified. We care for our employees as much as we care for our brands and our
consumers. Based on this commitment we have ensured that we maintain a healthy
and safe working environment wherever we exist. OHSAS 18001 is compatible
with the ISO 9001 (Quality) and 14001 (Environment) management system
standards.

Our policy on personnel safety has been incorporated in the consolidated

Integrated Management System Policy (ref IMS/01/MP001). This policy features
are:

 Assurance of quality in work life by providing safe and healthy work

environment to our people, identifying and eliminating the causes of
occupational hazards.
 Continuously improve our work environment for the benefit of our
employees, customers and stakeholders.
 Comply with the regulatory requirements in these concerns.

Being engaged in the manufacture of food products, we realize the

importance of providing safe products to our consumers. The
assurance of safe product processing and distribution is managed
under international standards of Food Safety. Our company is in
the process of being formally certified this year for ISO 22000.
CBL MANUFACTURING PLANT:

The manufacturing plant of Continental Biscuits is located at Sukkur, a

city located in Sindh, 500 kms from Karachi. It is one of the main rural
and semi-urban centers of Pakistan with a population exceeding one
million. Sukkur is world-famous for its’ delicious dates and it is the
home to Sukkur Barrage which is one of the oldest artificial irrigation
systems in the world. Sukkur also holds a large number of Riverain
forests since it lies on the course of Indus River.

Our plant and its’ residential colony are multi storied buildings built on
15 acres of land surrounded by lush green gardens and trees. The colony
houses more than 50 employees who reside here with their families.
There is a club house with modern gymnasium facilities for visitors and
guests and for those traveling to Sukkur for business purposes. These red
brick buildings amidst lush green lawns with exquisite wild life and
natural beauties provide a picturesque sight to its viewers. The serenity
of the environment surrounding our factory is immensely relaxing.

Our plant is operational since 1986, initially the manufacturing of

biscuits commenced with one production line which now have expanded
to six lines making biscuits round the clock to meet customer’s demand.
We are continuously increasing its’ manufacturing capacity by installing
more production lines. These lines operate on automatic PLC control
and semiautomatic mode under extreme hygienic conditions. We have
highly qualified staff to handle the factory operations.