EBM launches Peek Freans Nan Khatai

Three months after Continental Biscuits launched Bakeri Nankhatai, EBM has launched its own version of the traditional biscuit as a standalone brand called Peak Freans Nan Khatai. The EBM version comes in classic and almond flavours and is available in SKUs priced at Rs 5, 10, 15 and 35. Zulfiqar Ali Ansari, Head of Marketing, EBM says that as the market leader in biscuits, the company has a very “robust innovation pipeline” but that “no one has been able to capture the authentic taste and texture of nankhatai the way we have.” Ansari says that EBM has tried to “match the traditional and authentic recipe of nankhatai and I feel we have come very close to that. The texture and taste that our R&D has managed to consistently produce is what sets us apart.” Be that as it may, only time will tell who will win the war of the nankhatais.