Peek Freans English Biscuit Manufacturer

Pakistan

English Biscuit Manufacturers

EBM, a leading Pakistani snack company, aimed to launch its new cake rusk line (“Tiffin Traditions”) in major South Asian diaspora markets.

The project’s primary objective was to decode the nuanced role of cake rusk in tea culture, translate ritual and identity insights into market strategy, and identify triggers for consumer trial and loyalty across first- and second-generation South Asians.

Aam Creative conducted research to develop a report that delivers critical insights to guide EBM’s entry strategy for cake rusk in key diaspora markets, including the United States, Canada, the United Kingdom, the United Arab Emirates, and the Kingdom of Saudi Arabia.

How Did We Help?

Our research explored the emotional and behavioral dynamics of rusk consumption among first and second-generation South Asians abroad.

EBM’s diaspora cake rusk entry strategy showcases the untapped emotional, cultural, and behavioral dynamics of South Asian consumers in the US, Canada, UK, KSA, and UAE. This case study details the multi-market research, key findings, and actionable strategies leading to the launch of Tiffin Traditions—a brand built on authenticity, nostalgia, and modern diaspora storytelling.

Methodology:

Qualitative design:

17 in-depth interviews (IDI) covering Pakistani, Indian, and Bangladeshi heritage consumers aged 20s to 50s, male and female, in the US, Canada, UK, UAE, KSA.

Tools:

Discussion guides covered cultural identity, snack and tea time rituals, packaging feedback, and shopper behavior.

Limitations:

Directional, not statistically representative.

Insights & Findings

Emotional Role of Cake Rusk

Occasion-driven: Cake rusk is not daily but essential for winter, Ramadan, family visits, or hosting.

Chai ritual: Always paired with tea; described as “more than a snack, it’s a moment” (Sabrah).

Nostalgia: Tied to childhood, grandparents, daawat trays, and family gatherings; especially meaningful for those living away from South Asia.

Hospitality: Mainly served to guests—rarely for personal snacking (Talha, Aqsa).

Shopping & Brand Behavior

Low brand recall: Most consumers buy based on packaging color/shape, not name; KCB dominates by default, not preference.

Trust signals: Freshness cues (bakery packaging, visible texture) and authenticity triggers choice.

First-gen vs second-gen: First-gen are habitual buyers seeking origin and simple cues; second-gen buy occasionally, drawn to emotional branding and identity storytelling.

Packaging & Design Preferences

Visual recognition: Shoppers rely on box color and shape for selection; new buyers want simple, nostalgic yet modern cues.

Font & authenticity: Westernized fonts and overly polished packaging create skepticism; authenticity is built through design that balances culture and current aesthetics (Taiba, Sabrah, Manahil).

Bakery cues: Windows, see-through packs, and bakery-style visuals increase trust and shelf conversion.

Strategic Tensions:

Nostalgia vs. Routine: Cake rusk is treasured, but not habitually purchased; prompts are cultural, not convenience-driven.

Cultural preservation vs. evolution: Desire to preserve tradition, but also evolve with new, diaspora-led experiences.

Visual trust vs. brand equity: Brand awareness is low, but packaging familiarity drives trust and impulse trial.

Recommendations

Product

Texture: Crispness is non-negotiable; lightly sweet, fresh bakery style preferred.

Formats: Introduce smaller trial packs and seasonal SKUs to drive trial and occasion-led consumption.

Positioning

Own chai and hospitality: Position cake rusk around tea moments, cozy rituals, and social warmth, not just nostalgia.

Speak to diaspora: Messaging should celebrate modern identities - “heritage without heaviness”.

Marketing

Sampling: In-store sampling at South Asian stores and mainstream aisles (Maxi, Walmart, Lulu, etc.) remains a powerful conversion tool.

Event and influencer partnerships: Leverage festivals (Ramadan, Eid, winter gatherings) and diaspora influencers/creators to build cultural relevance.

Storytelling: Emphasize roots, diaspora journeys, and “made for here” narratives in launches and digital touchpoints.

Packaging

Clean nostalgia: Use color, illustrations, and understated fonts; avoid terms like “plain” and over-modern designs.

Bakery signals: “See the product” via windows or bakery-style packs to cue freshness and authenticity.

Impact

After implementing these strategies, EBM positioned Tiffin Traditions as a culturally smart, emotionally resonant brand in diaspora aisles. Early shelf tests and interviews showed increased recognition and interest, particularly when packaging signaled authenticity and ritual, and storytelling celebrated both roots and new identities.

Lessons Learned

Ritual over routine: Winning in diaspora markets requires understanding the emotional cadence of consumption, not just frequency.

Packaging is king: Visual cues and shelf presence drive trial more than name recall.

Diaspora is diverse: First-gen and second-gen buyers have distinct triggers but unite around authenticity, comfort, and inclusivity.

EBM’s diaspora rusk project demonstrates how brands can leverage cultural insight to fuel successful product launches. By centering rituals, nostalgia, and identity, Tiffin Traditions meets the needs of both connection-seeking first-gens and modern second-gen South Asians, creating opportunities for enduring shelf presence and emotional loyalty.

Conclusion

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