Continental Biscuits

What Continental Biscuits does

Continental Biscuits Limited (CBL) is a Pakistan-based biscuit manufacturer founded in 1984 by Mr. Hasan Ali Khan in partnership with Generale Biscuits. The company operates as a joint venture between the founding Khan family (50.5%) and Mondelez International (49.5%), the global snacking major that assumed Kraft Foods' stake in 2012. CBL produces a diversified portfolio of biscuits and snacks combining globally licensed brands — Oreo, TUC, and Cadbury — with heritage Pakistani brands including Prince, Milcolu, Candi, Zeera Plus, Tiger, Wheatable, Bakeri, and Gala. Products span indulgence (chocolate-coated, caramel, sandwich biscuits), savory (TUC crackers), health-positioned (Wheatable digestive, Tiger nutrition), and traditional bakery-inspired (Bakeri, Gala) segments.

The company's primary asset is a state-of-the-art 15-acre manufacturing facility in Sukkur, operational since 1986 and certified to ISO 9001, 14001, 22000, and 45001 standards, with Halal certification. The plant employs over 3,000 people and serves as CBL's sole production base. Distribution is executed through six regional sales offices in Karachi, Lahore, Islamabad, Faisalabad, Multan, and Gujranwala, channeling products into general trade retail — convenience stores, supermarkets, and neighborhood shops — across Pakistan.

CBL's revenue model is the manufacture and sale of branded biscuits and snacks through general trade retail channels in Pakistan. Pricing is set at standard mass-market consumer price points (e.g., Oreo at PKR 20) and is not publicly disclosed. The company is classified as an Economically Significant Company (ESC) under Pakistan's Companies Ordinance 1984, holds a PSQCA license, and maintains a sustained marketing presence through television, digital, and social channels. CBL has no disclosed revenue figures, no subsidiaries, no recent M&A activity, and no public listing.

Name

Continental Biscuits

Legal name

Continental Biscuits Limited

Website

https://continentalbiscuits.com.pk

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Continental Biscuits Limited is a Pakistan-based biscuit manufacturer founded in 1984 and jointly owned by the Khan family and Mondelez International, producing licensed global brands (Oreo, TUC, Cadbury) and local brands (Prince, Milcolu, Tiger) from a single 15-acre Sukkur plant for mass-market Pakistani consumers via general trade retail.

Ownership category

akta.pro rank

Product category

Biscuit & Snack Foods

NAICS

Cookie and Cracker Manufacturing (311821), Commercial Bakeries (311812)

SIC

Cookies & Crackers (2052)

akta.pro primary industry

Cookies, Biscuits & Crackers (CRADABAD)

akta.pro secondary industry

Cookies, Biscuits & Crackers Manufacturing (AFAKAAAC)

Keywords

• Biscuit manufacturing
• Packaged snack products
• Baked confectionery
• Consumer food brands
• Retail snack distribution

Headquarters

HQ city

Karachi

HQ country

Pakistan

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Biscuit and Snacking Product Sales: Continental Biscuits generates revenue through the manufacture and sale of biscuit and snacking products across Pakistan. The company offers a diverse portfolio of local and global brands including Oreo, TUC, Prince, Cadbury, Candi, Zeera Plus, Bakeri, Gala, Tiger, Wheatable, and Milcolu. Products are sold through general trade retail channels.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Continental Biscuits Limited manufactures and sells branded biscuit and snacking products through a portfolio that combines global Mondelez-licensed brands (Oreo, TUC, Cadbury biscuits) and owned local brands (Prince, Candi, Gala, Bakeri, Milcolu, Wheatable, Zeera Plus, Tiger). All production is centralized at a state-of-the-art 15-acre manufacturing facility in Sukkur, with distribution reaching Pakistani consumers through general trade retail channels and regional sales offices.

Product overview

Continental Biscuits Limited is one of Pakistan's leading biscuit companies and a joint venture partner with Mondelez International. Founded in 1984, the company operates a state-of-the-art manufacturing facility in Sukkur. Its product portfolio spans global brands including Oreo, TUC, Prince, Cadbury, and Candi alongside regional favorites such as Milcolu, Wheatable, Bakeri, Gala, Zeera Plus, and Tiger. These products range from chocolate-coated cookies and sandwich biscuits to savory crackers, brown sugar biscuits, digestive health biscuits, bakery-inspired treats, egg biscuits, cumin-flavored tea biscuits, and nutritional breakfast biscuits for children. The diverse portfolio serves consumers across various occasions from snacking and tea time to breakfast and health-focused segments.

Differentiator

Problem solved

Functional benefit

Brands

• Cadbury: Chocolate-flavored biscuits combining Cadbury chocolate taste with biscuit crunch. Includes Cadbury Cookie and Cadbury Mini Fingers products.
• Oreo
• TUC
• Prince
• Candi
• Gala
• Bakeri
• Milcolu
• Wheatable
• Zeera Plus
• Tiger

Products and services

• Oreo World's number one cookie brand offered as a chocolate sandwich cookie in multiple variants including Mini, Original, Party Pack, Crispy, and 4x. Targeted at mass-market Pakistani consumers for snacking and tea-time occasions.
• TUC

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Mondelez InternationalcoreStrategic or Co-development Partner · 1 January 2012In 2012, Kraft Foods spun off some of its international and US business to Mondelez International; hence today CBL partners with Mondelez International – the global snacking giant. Kraft Foods had acquired Danone's shares in 2007 and became a 49.5% shareholder. CBL partners with Mondelez for global brands like Oreo, Cadbury, and TUC. This joint venture provides CBL access to world-famous brand portfolio.
• DanoneminorStrategic or Co-development Partner · 1 January 1987In 1987, Danone bought Generale Biscuits and as a result became the owning partner of Continental Biscuits. Danone's ownership continued until 2007 when Kraft Foods acquired Danone's shares.
• Generale BiscuitsminorStrategic or Co-development Partner · 1 January 1984Continental Biscuits Limited (CBL) was founded in 1984 by Mr. Hasan Ali Khan together with Generale Biscuits. This was the initial joint venture partnership.
• IBA SukkurcoreStrategic or Co-development PartnerCBL takes pride in supporting 35 students at IBA Sukkur through comprehensive scholarships. These scholarships cover tuition fees as well as boarding and lodging expenses. 60% of scholarships are allocated to female students, aligning with CBL's commitment to gender equality and inclusivity.
• Al Shifa Eye HospitalminorStrategic or Co-development PartnerCBL routinely arranges free eye-checkup camps at their plant for all employees in collaboration with Al Shifa Eye Hospital, demonstrating commitment to employee healthcare.
• Regional Blood Centre SukkurminorStrategic or Co-development PartnerCBL organizes blood donation camps to donate blood for Thalassemia patients registered at the Regional Blood Centre, Sukkur.
• Friends of All Pakistan Women's AssociationminorStrategic or Co-development PartnerCBL collaborates with the Friends of All Pakistan Women's Association for the promotion of education for deaf children, including construction of schools in underserved communities.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• English Biscuit Manufacturers (EBM / Peek Freans): EBM is CBL's primary direct competitor in the Pakistani biscuit market, producing the iconic Peek Freans brand along with Sooper, Party, and others. Both companies compete head-to-head in mass-market and premium biscuit segments in Pakistan through similar general trade distribution.
• Hilal Foods (Hilal Biscuits): Hilal Foods is another major Pakistani biscuit manufacturer producing brands like Hilal, Rio, and Lemon Sandwich. It is a directly comparable peer operating in the same Pakistani mass-market biscuit segment with similar general trade distribution.

Broad incumbents

• Mondelez International: Mondelez is CBL's 49.5% joint venture partner and global licensor of Oreo, Cadbury, and TUC. As the parent and global biscuit/confectionery incumbent, Mondelez shapes CBL's premium brand access and competes in similar categories in other emerging markets.
• Nestlé Pakistan: Nestlé Pakistan operates in adjacent packaged food categories (dairy, beverages, nutrition) but also sells biscuits and confectionery products. Comparable as a multinational FMCG manufacturer operating in Pakistan with similar retail distribution channels.
• Bahlsen: Bahlsen is a major European biscuit manufacturer (PickUp, Leibniz, Waffeletten) and a global incumbent in branded packaged biscuits. Comparable as an established branded biscuit player with multi-decade heritage and similar product positioning (premium cookies and crackers).
• Burton's Foods: Burton's Foods is a UK-based biscuit manufacturer (Jammie Dodgers, Maryland Cookies, Wagon Wheels) owned by Ferrero. Comparable as a Western branded biscuit incumbent with similar mass-to-premium portfolio structure and licensed-brand model.

Regional players

• Britannia Industries: Britannia is one of India's largest biscuit manufacturers (Good Day, Marie Gold, Bourbon, Treat) and a regional comparable in South Asian biscuit manufacturing. While operating in India rather than Pakistan, it provides a benchmark for branded biscuit scale and portfolio breadth in the region.
• Parle Products: Parle is a leading Indian biscuit company (Parle-G, Monaco, Krackjack, Hide & Seek) with mass-market positioning comparable to CBL's local portfolio. Operates in a different geography but is structurally comparable as a heritage family-owned biscuit manufacturer.
• Lotte Confectionery: Lotte is a major South Korean confectionery and biscuit manufacturer with strong Asian market presence. Comparable as an established regional biscuits/confectionery incumbent operating in adjacent Asia-Pacific geographies with similar branded CPG portfolio strategy.

Emerging players

• Khairpur Sugar Mills / Associated Biscuit Brands (regional players): Khairpur Sugar Mills and other regional Pakistani food manufacturers represent emerging and adjacent players in Pakistan's packaged food and confectionery space. Comparable as smaller-scale Pakistan-based competitors and potential adjacent-category entrants into the biscuit market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tucpakistan
• YouTubeyoutube.com/@continentalbiscuitslimited218
• Facebookfacebook.com/TucPakistan
• LinkedInlinkedin.com/company/continental-biscuit-limited

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Continental Biscuits