Pakistani’s iconic biscuit and confectionery brand again demonstrates its ‘passion’

By Gill Hyslop contact

- Last updated on GMT

Peek Freens Sooper has been instrumental in bringing together Junoon on the eve of Pakistan's 71st Independence Day. Pic: EBM
Peek Freens Sooper has been instrumental in bringing together Junoon on the eve of Pakistan's 71st Independence Day. Pic: EBM

Related tags: Pakistan, Biscuit, Mondelez, United biscuits, Junoon

Pakistani’s highest-selling biscuit brand, Peek Freans Sooper, has been instrumental in reuniting one of the country’s most popular bands after a 13-year hiatus.

The biscuit brand – owned by English Biscuit Manufacturers (EBM) in Pakistan – created a new Guinness World Record last year for the Largest Cookie Mosaic in the shape of the Pakistani flag.

Now, to further promote the positive image of the country with the upcoming 71st​ Independence Day, the brand has convinced the members of Junoon – one of Pakistani’s most popular bands and pioneers of sufi rock (rock combined with classical Islamic music) – to come together after 13 years.

Junoon (translated as “obsession” or “passion”) was founded by lead guitarist and songwriter, Salman Ahmad in 1990 and went on to release 19 albums that sold over 30 million copies worldwide. The New York Times​ hailed the band as “the U2 of Pakistan”.

Pivotal moment in history

Since its inception in 1966, Peek Freans Sooper has become a symbol of national pride, operating on the principle of putting Pakistan first by highlighting the many strengths that solidify its position on the world stage.

“The reunion of Junoon is a pivotal moment in history and the role of EBM in making this happen truly embodies the spirit of the nation's favourite brand, Peek Freans Sooper. In the years to come, Sooper will continue to be the positive voice that inspires millions of Pakistanis,”​ said EBM’s head of marketing, Ayesha Janua.

“’Sooper hai Pakistan ka Junoon’ is a concept that has touched our hearts. It’s a concept that unifies the nation onto one platform and its time has come,”​ Ahmad told the media.

Peek Freans is a global brand of biscuits and confectionery owned by Mondelēz International in the US and Canada, by United Biscuits in UK and Europe, and by EBM in Pakistan.

Sooper is one of the most iconic brands in Pakistan with the highest brand equity in the category.

Related topics: Cakes & Pastries, Markets

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