Nourishing Lives, Hearts & Communities

We nourish generation after generation.

Our People, Our Future.

Our purpose of nourishing lives, hearts and communities starts with our own EBM family. Over the years we have developed an inclusive environment for people to grow and thrive in because our people make our future.

We nourish generation after generation.

Our People, Our Future.

Our purpose of nourishing lives, hearts and communities starts with our own EBM family. Over the years we have developed an inclusive environment for people to grow and thrive in because our people make our future.

Our Story So Far

50 years of growth takes integrity. In that time, we have built a business that respects tradition but is always focused on the future. We recognize that our success is due to the people around us - those who work at the heart of our business, our consumers as well as the customers who have made our journey to become industry leaders possible.

Our story so far

50 years of growth takes integrity. In that time, we’ve built a business that respects tradition but is always focused on the future. We recognise that our success is due to the people around us. That means those who work at the heart of our business, as well as the customers who have made our journey to become industry leaders possible.

1965

Peek Frean (Pakistan) Limited starts off.

1966

Peek Frean becomes the iconic EBM.

1967

The start of something special:

EBM begins production of packaged biscuits in Pakistan.

1968

Launches “Saltish” Pakistan’s 1st cracker.

1971

A true pioneer,

Peek Freans is the first brand to advertise on television making it a household name. 

The launch of

the delicious Chocolate Sandwich establishes us in the cream segment.

1973

EBM introduces

printed corrugated cartons for packaging – an industry first!

We love sports and sponsor

the live telecast of the Football World Cup, Wimbledon, and Mohammad Ali boxing matches.

1984

Nuts in biscuits?

We do it first with Peanut Pik. Soon after came the iconic Click, bursting with the taste of Zeera.

1990

Chocolate chip cookies?

Yes please, said Pakistan. Another first.

1995

We setup CFL

and invest in the new industrial zone of Hattar in KPK province.

1996

Sooper’s simple egg and milk recipe

changes the category forever, soon becoming the market leader. Next came Rio, another first - the new concept of double cream.

2005

A big moment as EBM

becomes one of the first organizations in Asia to be recognised by the International Investors in People standard.

2006

Sooper wins

a prestigious ‘Brands of the Year Award’ in the biscuit category.

2007

Peek Freans achieves

‘Super brands’ status in 2007 & 2014-15 by a body that rewards excellence across four continents.

2010

EBM pioneers the development of special nutrition products with WFP in Pakistan.

2011

Our new premium Farm House Cookies

launch bites off another first for Pakistan’s biscuit market.

A ‘Best Advertising Award’

for Gluco in the Snacks and Confectionary category at the first Pakistan Advertisers Society Awards.

2012

Sooper does it again!

Voted ‘Brand of The Year’ for a second year in a row in a survey conducted by MEMRB. And a technical first: our new 80-meter-long production line becomes the longest in Asia.

2013

Another Sooper year!

The nation’s favourite crosses the Rs.10 billion sales mark.

2015

Rated as

‘Best Place to Work’ among National Companies by PSHRM & Engage Consulting survey.

We set up the first solar power project by a private company in KPK province.

A blockbuster year

as RIO and Gluco partner with Pakistan’s first-ever animated feature film, 3 Bahadur.

2017

A record breaker!

Sooper breaks the Guinness World Record for the largest cookie mosaic.

First, a fresh new look

for our iconic Pied Piper. Then a shake-up with Cake-Up as we launch our first non-biscuit brand. Finally, another movie partnership in Gluco Allahyar.

2019

EBM unveils new corporate ID and purpose narrative at AdAsia.

2020

People first, always!

EBM wins the ‘Employer Federation of Pakistan’s Employer of the Year Award’.

We introduce Smile – Pakistan’s first donut cake.

2021

Two new cake brands - Sooper Softbakes, Gluco Teddy.

2022

EBM’s first corporate campaign

highlighting human rights declaration

Smile wins the Gold award for new product innovation and Sooper wins the Bronze award for its Ramzan campaign at Effies awards.

Gluco Kahani

for children launched in collaboration with Bilal Maqsood.

2023

With over five decades of success and millions of satisfied tastebuds, we’re ready to innovate into the future with fresh ideas and flavours to satisfy millions more.

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CEO’s Message

EBM has a proud heritage of nourishing lives, hearts and communities. These principles continue to guide our business today, as we remain determined to elevate lives in every community we can.

Our ‘quality first’ philosophy has built standards of world-class quality on a global stage – across plants, processes and product lifecycles. But this is only the beginning. Our next step is toward a fully-sustainable enterprise, as we analyze our economic, environmental and social footprint to realise this vision.

For the next 10 years, our vision is clear. Innovation will supercharge our entire business. From category-busting brands to meeting evolving customer needs, to smarter and eco-friendly operations, and entry into new export markets, we will invest in the future to meet the challenges of tomorrow.

But let me be clear - our greatest strength is not only our brands but our people as well. While our brands lead all major categories, our combined efforts have earned us the Best Place to Work award. The two are no coincidence, and we will always empower both our people and our brands to create a better world for all of us – our consumers, our partners, and our people.

Dr. Zeelaf Munir
MD & CEO

author

CEO’s Message

EBM has a proud heritage of nourishing lives, hearts and communities. These principles continue to guide our business today, as we remain determined to elevate lives in every community we can.

Our ‘quality first’ philosophy has built standards of world-class quality on a global stage – across plants, processes and product lifecycles. But this is only the beginning. Our next step is toward a fully-sustainable enterprise, as we analyze our economic, environmental and social footprint to realise this vision.

For the next 10 years, our vision is clear. Innovation will supercharge our entire business. From category-busting brands to meeting evolving customer needs, to smarter and eco-friendly operations, and entry into new export markets, we will invest in the future to meet the challenges of tomorrow.

But let me be clear - our greatest strength is not only our brands but our people as well. While our brands lead all major categories, our combined efforts have earned us the Best Place to Work award. The two are no coincidence, and we will always empower both our people and our brands to create a better world for all of us – our consumers, our partners, and our people.

Dr. Zeelaf Munir
MD & CEO

The Behaviours And Values We Build

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We lead by example

We lead by example

When you’re a leader, you set the standard. Our benchmark quality and authority are present in every aspect of our organization and are an example for others to follow. With that comes a responsibility to do the best we can for our employees, our industry, and our communities, so we strive for continued excellence in everything we do.

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We innovate constantly

We innovate constantly

Because the world’s always changing, we never rest. As proven innovators with a deep understanding of our consumers and their needs, we can respond to new tastes. Through research and development, we also go above and beyond expectations to respond to society’s needs.

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We relish potential

We relish potential

We strive to create a special place in people’s homes and lives as consumers, partners, and employees. Our desire and ability to be a positive influence guide so much of the work we do - beyond our category, beyond our business, and into the wider world.

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We are a People Company

We are a People Company

To grow, we need roots. And we extend ours by giving back to deserving communities through engagement, initiative, enterprise, and patronage at the national and grassroots levels.

We nourish generation after generation.

Innovating, Pushing, Never Resting.

Could this be better? This simple question drives our spirit to innovate and helps us push our boundaries in every single area, from product to process. Because innovation, along with leadership, humanity, and vitality, forms our unwavering core values.

We’ve innovated since day one. You see it in our portfolio, from savoury to sweet and crispy to crunchy, through Saltish in the cracker segment and Peanut Pik in our nuts range. And we’ll continue to do so tomorrow, to meet ever-evolving consumer tastes, bringing joy each day, now and in the future.

Innovating, pushing, never resting.

Could this be better? This simple question drives our spirit to innovate and helps us push our boundaries in every single area, from product through process. Because innovation, along with leadership, humanity and vitality, forms our unwavering core values. We’ve innovated since day one. You see it in our portfolio, from savoury to sweet and crispy to crunchy, through Saltish in the cracker segment and Peanut Pik in our nuts range. And we’ll continue to do so tomorrow, to meet ever-evolving consumer tastes, bringing joy each day, now and in the future.

We nourish generation after generation.

Our Leadership Team

Leadership Team

Dr. Zeelaf Munir

Managing Director & CEO

Dr. Zeelaf Munir is the CEO and Managing Director of English Biscuit Manufacturers (Pvt.) Limited (EBM) since 2015. Building upon the company’s strong foundations of over five decades, EBM has grown exponentially under Dr. Zeelaf’s leadership to become the largest national FMCG and biscuit and cake manufacturer in Pakistan while consecutively winning the “Best Place to Work” award. Her 25+ year career, extending from medical practice, and managing a multi-state organization to serving on the Boards of several for-profit and not-for-profit organizations, is much like the woman herself; authentic, dynamic, and purposeful.

Along with her current role at EBM, she is also a director at the Pakistan Business Council (PBC). She is the Chairperson of the Pakistan Advertisers Society (PAS), Chairperson of the i-Care Foundation, and a board member of LUMS Foundation, IBA Corporate Leaders Advisory and World Wildlife Fund Pakistan and serves on the jury of the IBP (Institute of Banking Pakistan) banking awards committee.

She holds a medical degree from Dow University, a Master’s degree from Johns Hopkins University, post-graduate residency training from Washington University School of Medicine and has done a management and leadership program from Harvard Business School.

Leadership Team

Saadia Naveed

Deputy Managing Director

Saadia Naveed joined EBM in 2002 and broke the glass ceiling for women in non-traditional roles as Director Operations, prior to her appointment as Deputy Managing Director in 2008. Saadia Naveed is an experienced operations and accounting professional with 20+ years of work experience. She has worked for four years at A.F. Ferguson & Co. and is currently overseeing EBM’s operations and processes.

She served as the first-ever female President of the Management Association of Pakistan (MAP) from June 2013 till March 2015.

She is also an active member of The Institute of Directors (IOD) London, Korangi Association of Trade and Industry, Karachi Chamber of Commerce and Industry, Arts Council of Pakistan and AKUH Cancer Society.

Leadership Team

Shahzain Munir

Executive Director

Shahzain Munir is leading multiple strategic Business Units for EBM. As part of the executive leadership, Shahzain is involved in critical business decisions related to business development, growth and expansion. He provides leadership to many strategic and business development initiatives and projects with collaboration in the departments of marketing, media, NPD, R&D, finance, operations, supply chain, and planning. He has also led the company’s innovation agenda and laid the foundations for the development and institutionalization of the NPD department and has brought many successful brands like Cake Up, Sooper’s brand extensions, Chocolicious, Choco Lava and Smile to life.

A graduate of George Washington University, he has over 13 years of experience in core business functions with a focus on brand building and development. As the third generation in the EBM Family Legacy, Shahzain has continually played an integral role in the company’s robust growth and will continue to extend his steadfast leadership for many years to come.

Leadership Team

Zahid Iqbal

Chief Operating Officer

Zahid Iqbal is a seasoned professional with over 26 years of experience in marketing, trade marketing, international business, commercial operations, sales & distribution, and human resources. He joined EBM in 2006, and over his 18-year tenure, Zahid has risen through the ranks by institutionalizing data systems and processes, as well as building strong teams and brands. His proven track record of delivering both top-line and bottom-line growth and driving a high-performance culture has been instrumental in propelling EBM to new heights.

Zahid Iqbal holds a master’s degree in marketing and has worked on a variety of portfolios including personal care and FMCG.

As the Chief Operating Officer, Zahid leads EBM's transformation and strategic growth initiatives, heads the Management Committee, and continues to drive operational excellence while fostering a culture of resilience.

Leadership Team

Kashif Ijaz Sheikh

Director Finance & Legal

Kashif Ijaz is leading the finance function at EBM and joined EBM as GM Finance in November 2019. Kashif brings two decades of expertise to the table in fields such as IT, and in key financial functions including Financial Turnaround, Financial Operations, Planning and Strategy Management, Taxation, Audit, Compliance, and IT. He also leads the legal, corporate affairs and government relations departments. Kashif is steering the business toward sustainable growth, and also holds qualifications as a member of ICAP and CIMA.

Leadership Team

Faheem Ahmed Khan

GM Supply Chain & QA

Faheem Khan is heading the supply chain function at EBM and joined EBM as GM Supply Chain. An accountant by profession, Faheem brings with him 22 years of diverse experience, having worked in functions such as Treasury, Accounts and Supply Chain. He has worked on a broad range of product portfolios including Home & Personal Care, Ice Cream, Tea and now Biscuits. He is building a new bridge to success at the EBM Supply Chain unit with strategic development and integration of logistics, warehousing, procurement, customer service, and S&OP. In addition, he also leads the Quality Assurance Department, managing quality standards across the board. Faheem has also obtained qualifications in both ACCA and CPM.

Leadership Team

Aaminah Saeed

GM Marketing

Aaminah leads the marketing and communication teams, managing a portfolio of 18 brands. Her primary role is growing new and existing brands for EBM and developing strategies to deliver the company’s growth agenda for the future. She has over 15 years of expertise in the food, beverage and personal care sectors. She has done her Master's in Business Administration in 2001 from Lahore University of Management Sciences.

Leadership Team

Muhammed Shahid

GM Manufacturing & EHS

Muhammad Shahid is GM Manufacturing & EHS at EBM. With 19 years of experience, including a leading role in an MNC, Shahid has been an integral part of the company for the last 16 years, leading various aspects of the Supply Chain and spearheading strategic group-level production planning, engineering, and utilities, material management along with strategic projects related to capacity and civil enhancement to help deliver the long-term growth plans of the organization. Shahid also has the added responsibility of integrating EHS into all business processes and functions. With qualifications in Engineering and Management, he is chalking a new map to growth at the EBM and CFL manufacturing units.

Leadership Team

Syed Shakir Mehmood

GM R&D NPD

Shakir has over 25+ years of experience and is considered an industry expert in the field of ready-to-eat foods and innovation. He has been responsible for all the development and expansion of our delightful cake category. In his role as GM - R&D and NPD, he leads the R&D department at the group level and is responsible for the biscuit and cake portfolios. His responsibilities include developing the organizational structure, resources, and long-term plans for product development by the department aligned with the business strategy.

He started his career in 1995 in food production and joined EBM in 2015 leading the development of the cake business.

Shakir has done his Master of Science with a major in Food Technology.

Leadership Team

Khawaja Khurram Arshad

GM IT

Khawaja Khurram Arshad is leading the IT function at EBM and joined EBM as GM IT in November 2023. He brings a wealth of knowledge, with over 24 years of experience in the petroleum, energy, automobile, and wholesale sectors.

He also has a background in the FMCG sector with multiple international brands under his belt.

Khawaja Khurram has completed his bachelor's from Karachi University, in Computer Science.

Leadership Team

Col (R) Farrukh Mirza (SI)

GM Administration, IR & Security

An Army veteran and a recipient of “Sitar e Imtiaz ”, Col Farrukh Mirza brings almost three decades of Armed Forces experience. He has joined EBM as a qualified Project Management Professional, certified in Labor Laws, and is pushing the bar to raise and transform EBM’s Industrial Relationship. His aspirations include the use of scientific Work Force Management leading the Admin function on the pathways of Sustainability, in line with EBM’s vision.

Leadership Team

Abdul Ghaffar Katiya

Director Research & Development

With over four decades of experience in product development, QASD, production and technology, Abdul Ghaffar Katiya is well-versed in Food Science and is considered an industry expert in biscuits. He has led the development of some of Peek Freans’ most iconic biscuit brands and continues to help strengthen our institutional knowledge with his vast experience. Abdul Ghaffar has previously headed the quality control function at various pharmaceutical companies.

Our Culture

EBM is built on the shoulders of our incredible family – a passionate team of hard workers who share our values of honesty, trust, and empathy. All under the promise of achieving our potential as one. Together, we’ve created a culture that drives us further. A spirit of flexibility, positivity, and forward-thinking that drives our success and helps us learn from our mistakes. The spirit of family in the truest sense.

Our Culture

EBM is built on the shoulders of our incredible family – a passionate team of hard workers who share our values of honesty, trust, and empathy. All under the promise of achieving our potential as one. Together, we’ve created a culture that drives us further. A spirit of flexibility, positivity, and forward-thinking that drives our success and helps us learn from our mistakes. The spirit of family in the truest sense.

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