EBM Eyes GCC Expansion

English Biscuit Manufacturers (EBM), Pakistan’s largest biscuit and cake producer, has announced plans to expand its presence in the Gulf Cooperation Council (GCC) as part of its ambition to become a regional fast-moving consumer goods (FMCG) player. The strategy was outlined during Gulfood 2026, one of the world’s leading food and beverage exhibitions, held in Dubai.

Speaking at the event, Dr. Zeelaf Munir, Managing Director and CEO of EBM and Chairperson of the Pakistan Business Council, highlighted growth opportunities in emerging and frontier markets, particularly across the Middle East. She shared insights on shifting consumer expectations, Pakistan’s evolving demographics, and the importance of global manufacturing and food safety standards in achieving sustainable growth.

Dr. Munir participated in a panel discussion titled “Frontier Growth Markets: Where the Next Billion Spends”, where she said that consumers in fast-growing markets are increasingly prioritising product safety, reliability, and relevance over price alone.

“Consumers today want products they can trust. Our focus is on anticipating their needs and delivering meaningful solutions, rather than competing only on cost,” she said, adding that Gulfood provides a valuable platform to engage with global FMCG leaders and explore new partnerships.

She noted that EBM currently operates in 32 international markets and balances quality, trust, and accessibility through strong manufacturing practices and consumer-led innovation.

Using Pakistan as a case study, Dr. Munir pointed out that nearly 40 per cent of the country’s population now lives in urban areas, creating a consumer base of more than 90 million people with diverse tastes and expectations. Despite operating in a highly competitive and price-sensitive market, she said EBM treats global food safety and manufacturing standards as non-negotiable, supported by local sourcing and production.

Dr. Munir also explained that EBM’s growth strategy focuses on offering consumers clear choices based on need, occasion, and preference. Rather than relying on aggressive pricing, the company uses a diversified product portfolio to address affordability across different segments.

She highlighted examples of EBM’s consumer-driven innovation, including single-serve cakes under the Sooper brand and the Smile Donut range, both designed to meet everyday consumption needs at accessible prices.

At Gulfood, EBM also showcased Piper’s Gold, its newly launched luxury master brand, reflecting the company’s move into premium offerings with an emphasis on craftsmanship, refined packaging, and enhanced sensory experience.

As EBM expands across the Middle East and Africa, Dr. Munir said Pakistan’s value-added food exports remain central to the company’s vision. She noted strong similarities in taste preferences between Pakistan and GCC markets as a key driver of the regional expansion strategy.

Held in Dubai, a global hub for trade and innovation, Gulfood 2026 provided EBM with a platform to present its approach to responsible growth, quality-led manufacturing, and international expansion driven by consumer insight.