The Traditional Taste V/S Original Recipe

Peak Freans (EBM – English Biscuit Manufacturers) and LU (CBL – Continental Biscuit Limited) are two giants of “biscuit manufacturing” in Pakistan. They hold years of experience in launching products which are backed by serious research and dedicated approach. Both the giants are competitors in the business arena and are constantly busy with finding ways to overshadow one another. If one has to compare them in terms of beverage brands, they are definitely like Coke and Pepsi. You have to have either one to satisfy your taste.

Both competitors have launched their new product in the Pakistani market, which will soon be a talk of global-town, the interesting thing is that the name of the product is same i.e. “Nan-Khatai”. Nan-Khatai is actually a traditional cookie/biscuit of east. The term “Nan” derived from Persian language, means Bread and the term “Khatai” probably comes from “Catai” or “Cathay”; the older name for China.

According to the manufacturers, the reason behind launching the similar products under their umbrella is the fact that the traditional taste represents the culture of east. The element of Indo-Pak unison in terms of taste also has a huge tendency to uplift the products’ revenue.

Peak Freans has launched NanKhatai a lot later than LU and this will be a tough competition for the product. On the contrary, LU’s NanKhatai has been appreciated on the basis of branding and packaging by everyone.

A Comparison Of Products – Brand “NanKhatai”

It’s of prime importance to compare ones’ brand with competitors, before the launch on multiple grounds. Following is a guide for brands to ponder:

USP: Do They Have Anything Unique to Offer?

In terms of USP (Unique Selling Preposition), both the NanKhatai biscuits are same. They represent the similar taste, similar Mughal-recipe and same target market. LU says it like “The Traditional Taste” and Peak Freans expresses it with “The Original Recipe”.

Packaging: How Good Each Is, To Attract Its Target Market

There is no doubt that the packaging of LU’s NanKhatai is far superior and artsy as compared to Peak Freans’. Plus, the packaging of LU’s NanKhatai showcases the old walled city of Lahore and represents the roots of Mughal-Era. This is quite a thoughtful approach behind packaging, whereas in the Peak Freans packaging no concept is displayed to fight against its’ competitors brainstorming.

Branding: Investment Of Talent

LU has been doing some great work on its branding, specifically for its “Bakery” line. So, the branding of LU’s NanKhatai is a lot professional and smarter than Peak Freans’. Every minute detailing is focused and this makes any brand go ahead of its competitors.

Taste: The Consumers’ Only Interest

If you go with the original taste of the NanKhatai, the traditional one, none of the products do 100% justice with that. But Peak Freans’ NanKhatai are somewhat closer to the original one, as they have the slightest taste of Elaich (Cardamom). However, they are not as sweet as the original ones are. On the contrary, LU’s NanKhatai are very sweet but lack the touch of Cardamom (which is an essential element). Taste wise, Peak Freanks NanKhatai are better.

Pricing: Consumers’ Deviation Point

Both the products are priced neck to neck. At most of the places LU’s NanKhatai is available at PKR 17/- and Peak Freans is priced at PKR 15/-. There’s a nominal gap in the price, which is mostly overlooked by target market.

What People Say? Final Verdict

Here’s A Poll / Review of a Handful of Individuals (Target Market), From Different Backgrounds and Professional Fields

and One More Here:

Let’s hope the competition raises the bar for one another and in result consumers get the finest quality to cherish traditional taste.

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