English Biscuit Manufacturers (Private) Limited was established in 1965. And first ever biscuits company that make branded biscuits in Pakistan. EBM brand category increased to 60 different products in which mainly are Marie, Nice, Sooper, Ringo and smile.

Now biscuit market is mostly comprises of LU and Bisconi and some what smaller local regional brands. Biscuit market is very sensitive to price and con be fluctuated due to rise of raw material.

EBM has introduced Sooper biscuits in 1996 but failed due to the reason for positioned it as baker product. In 20003 Sooper was again launched for heavy advertisement activities. Sooper began to fast selling and its demand exceeds than supply.  Sooper become the market leader leading behind Eggo. Market share comprises of 35 percent of whole biscuit market. After many years in success Sooper enhanced its distribution to rural areas with the introduction of Sooper distribution Vans.

EBM strategy was to create bakery related biscuit product but it was failed due to its large volume of production to get in that bakery product. After that EBM re-launched Sooper by targeting it to youth and adults and with new product design and colour. After those changes they made strong advertising campaign to build new product in consumer mind. This hit was successful major reason was renewal emotions and aspiration value that attached by advertising campaign. After rise of price in the raw material did not affect the brand as much this is due to the reason that they enhance their distribution to rural areas to get the volume of sale increased.