Financial Times

Sri Lanka’s Munchee Biscuits to China

Ceylon Biscuits Ltd has penetrated the mainland China market and sent its first container load under the Group’s flagship brand Munchee Biscuits, as well as Tiara Cakes and Cecil Dehydrated Fruits to China.

This was made possible as a result of a business delegation to Beijing where the Chairman of CBL, M. P. Wickramasingha, accompanied by Assistant Manager - Export, Priyantha Bandara, was able to negotiate with CATIC, one of China’s large conglomerates having a chain of hotels, restaurants and supermarkets in its portfolio, a company statement said this week.

The first consignment under the agreement was shipped last week and included certified organic dried foods - pineapple, mango, papaya and banana – and organic fruit juices that will be marketed at the mini bars in CATIC hotels. CBL’s branded products will be available for Chinese consumers in the supermarkets that dot the country.

China is the 45th and newest addition to CBL’s list of countries to which the company exports products, mostly under its own brand portfolio. Last year, the company’s export turnover was US$ 10 million and the growth over the years has been consistently around 30 to 40 %. “We not only have a 60% lion share of the local market, we are the biggest foreign exchange earner under the category of processed foods,” said Jude Rubera, General Manager –Exports.

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