CBL Munchee Bangladesh

CBL Munchee Bangladesh is a flagship biscuit brand of Ceylon Biscuits Limited (CBL) in Bangladesh. CBL, the mother company with 50 years of experience and is present in 64 countries,[1][2] entered Bangladesh in 2014 by setting up a factory in Sreepur Upazila, Gazipur, 35 kilometres (22 mi) from Dhaka as the first Sri Lankan owned confectionery manufacturing plant in Bangladesh, and the first Sri Lankan owned confectionery manufacturing plant overseas.[3][4] The plant was set up as it was cheaper to manufacture in Bangladesh than exporting large volumes there due to high duties on confectionery imports. With the plant CBL planned to export Munchee to Nepal and Bhutan, and eventually to Europe and Persian Gulf countries from the Bangladesh plant as Bangladesh is had significant concessions on its exports.[5]

CBL Munchee Bangladesh
CBL Munchee Bangladesh factory in Sreepur Upazila, Gazipur District, Bangladesh
Product typeConfectionery
OwnerCeylon Biscuits Limited
Produced byCeylon Biscuits Limited Bangladesh
CountryBangladesh
Introduced2015
Related brandsRingo, Premium Nice Biscuits, Milkaas, Gluco Milk, Gluco Milk, Chocolate Chips Cookies, Chocolate Wafers, Next, Choco Mo Peanut Fantasy, Chocolate Fingers, Chunky Choc, Choco Mo Regular
Markets55 countries (including Bangladesh, Nepal, Bhutan, UAE)
TaglineKing of the World of Taste (স্বাদের রাজ্যের রাজা)
Websitewww.cblmuncheebd.com

CBL Munchee started marketing in Bangladesh in 2015. By 2019, Munchee was available in 55 countries.[6] CBL has an agreement with Concord Entertainment Co. Ltd to showcase Munchee at Fantasy Kingdom.[7]

Awards

On the Mothers Day of 2017, Munchee and The Daily Star organised social media initiative "Mayer Daka Naam" (lit. the name my mother calls me by) to post that name on Facebook, a campaign that was awarded Best Digital Advertising Campaign and Best in Social Media Engagement awards at South Asian Digital Media Awards 2017 jointly presented by World Association of Newspapers and News Publishers (WAN-IFRA) and Google.[8] Bangladeshi major social media influencers like Ayman Sadiq, Solaiman Shukhon, Zara Mahbub, and Arif R Hossain were among those who posted their names of affection on Facebook on that Mother's Day.

AsiaOne magazine and United Research Services declared Munchee as the Fastest Growing Brand in Bangladesh in 2018.[6][1][2][9][10]

Award list
YearAwardImageAwarding Body
2017Best in Social Media Engagement awardsSouth Asian Digital Media Awards, WAN-IFRA
2018Fastest Growing Brand in BangladeshAsiaOne

Variants

Munchee has multiple variants.

NameDescription
NextThick coatings of sweet chocolate on crisp biscuits.[11]
Yummy WafersCrispy wafers with two layers of the soft and sweet chocolate cream.
Choco CruncheeTextured biscuit made from chocolate and biscuit released in October, 2019.
Choco Mo Peanut FantasyRoasted peanut in crispy biscuits covered with chocolate.
Choco Mo RegularThick coatings of sweet chocolate on crispy biscuits.
Choco CaramelSandwich biscuit released in October, 2019.
Chunky Choc RegularMilk chocolate between two crispy biscuits.
Chunky Choc Milk CremeCream and milk chocolate between two crispy biscuits.
Chocolate FingersCrisp "finger" biscuit coated in milk chocolate.
Milkaas Butter ScotchA chocolate sandwich biscuit enriched with reach creamy chocolate filling.
Milkaas Chocolate creamA crunchy biscuit filled with butterscotch centre.
KaloA sandwich biscuit with a milk cream centred filling.
RingoDoughnut-shaped soft and light biscuit.
Premium Nice BiscuitsPremium soft and light biscuits with a coconut tang and drizzled white sugar.
Gluco MilkSoft round shaped biscuits that is crusty on the outside and filled with taste of milk.
Chocolate Chips CookiesCrispy cookies with chocolate chips.

References
  1. Munchee recognized as 'Fastest Growing Brand in Bangladesh 2018’, The Island, 15 February 2019
  2. Munchee, ‘fastest growing brand in Bangladesh’, Sunday Observer, 3 March 2019
  3. Munchee sets up factory in Bangladesh, The Island, 13 November 2014
  4. Munchee enters Bangladesh; sets up a $ 3 m factory, Daily FT, 14 November 2014
  5. Munchee Opens Us$ 3m Bangladesh Plant, Daily News, 21 October 2014
  6. CBL Munchee Bangladesh wins brand award, Daily Asian Age, 31 January 2019
  7. Concord-Ceylon signs Branding & Sponsorship agreement, Daily Sun, 15 September 2019
  8. The Daily Star wins big at South Asian Digital Media Awards, The Daily Star, 13 September 2017
  9. Munchee recognized as ‘Fastest Growing Brand’ in Bangladesh, Daily News, 14 February 2019
  10. Munchee recognised as Fastest Growing Brand in Bangladesh 2018, Daily FT, 14 February 2019
  11. 'CBL Munchee Next' *launched, Daily Asian Age, 21 November 2018
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