Continental Biscuits Limited (CBL) recently repackaged their Bakeri line. The objective was to harmonise the design of all five brands (Bakeri Nankhatai, Bakeri Nankhatai Zafrani Khoya, Bakeri Classic, Bakeri Coconut, Bakeri Butter and Bakeri Bistiks) under the concept of ‘Bakeri of the World’. The recipes have also been further improved.

According to Adnan Malik, Director Marketing and Sales, CBL, research by their R&D team showed that the ‘tea biscuits’ (plain and soft) segment accounts for 25% of the total market share, of which the Bakeri range accounts for 15% (Sooper, manufactured by EBM, is the major competitor). “This category has immense growth potential and the recent repackaging will strengthen our share.”

Given that the category is highly impulse driven, the packaging, says Malik, “is the first moment of truth for consumers,” making it expedient that it stands out on the shelf. Munib Rizavi, Brand Manager, CBL, adds that Bakeri Nankhatai’s package design led to the realisation of the impact packaging has on sales. “Our market share doubled after the launch of Nankhatai!”

Talking about Bakeri of the World as a concept, Rizavi says the range has been divided into ‘western’ (Coconut, Butter and Bistiks) and ‘eastern’ (Nankhatai, Nankhatai Zafrani Khoya and Classic) flavours.

The new packaging, which was designed by Spectrum Y&R, communicates the origins of the flavours attached to each brand.

Nankhatai’s package design provides a flavour of the old walled city of Lahore where the biscuit originated, before becoming the staple of every bakery in the city. Classic depicts the tea culture of urban Pakistan, encapsulating the “hustle and bustle typical of our major cities and towns.” Coconut captures the tropical elements of the beach. Bakeri Butter has a European feel and the royal blue colour was inspired by classic Danish cookies, while Bistiks with its shape and crusty flavour highlights the modern café culture of Paris.

According to Zohra Yusuf, Executive Creative Director, Spectrum Y&R, “there is little product innovation in the biscuits category and it is losing differentiation. CBL broke the barrier of consumer indifference by launching the new Bakeri range.”

She adds that brands need to stand out from the competition on crowded store shelves, “they fight for as much consumer attention as a commercial does on primetime television.”

The decision to promote ‘western’ flavours was a response to the increasing number of international brands entering the market. “Local manufacturers need to acknowledge this trend and push their own brands to occupy shelf space and brand recall,” says Malik.

In terms of consumer segments, Rizavi says Bakeri targets SEC A and B across major cities and towns. Prices have been kept competitive with the tikky pack available for five rupees and the family pack for Rs 40 (other SKUs include snack pack and bar pack). He adds that the products have been positioned in a way that they can be “massified” to attract other segments in the future.” This especially holds true for Bakeri Butter, which although inspired by Danish cookies, has the potential to be adopted by consumers in rural Punjab who eat a lot of butter. Malik adds that when the first cycle of the repackaged line is completed, CBL plans extensive sampling and product trials in the smaller towns to create product awareness.

In terms of the improved formulation, Malik says “the brand promise should not end with good packaging or communication; in fact it should start from there. We wanted to give our customers the best possible product and our biscuits are richer.”

The 360 degree campaign was also conceptualised and executed by Spectrum Y&R. Rizavi says to avoid any possibility of confusing consumers, the TVC introduces all flavours in separate shots, highlighting the story and ingredients behind each one and then brings them together under the “master brand of Bakeri”.

Talking about future, Malik says that for now, the plan is to focus on the repackaging, increase sampling drives, and marketing it further. “Although there are a lot of products in the pipeline, we don’t want to be a machine that churns out new products and prune others. We are working towards sustainable growth, and Bakeri is a step in that direction.”