Munchee has won a string of coveted awards for many years, symbolising its excellence in all aspects of the business. The number of quality and standard certifications awarded to it, as well as the industrial, export and marketing awards that it has won, bear testimony to its success. Ceylon Biscuits Limited was founded in 1968 when the Care Organisation and the Sri Lankan government entrusted the company with manufacturing a high-protein biscuit to supplement mid-day meals for school children.
Ceylon Biscuits manufactures a large variety of biscuits, some of which are exclusive innovations marketed under the brand name Munchee. Munchee’s product portfolio falls into six categories: Generic, Puff, Crackers, Assorted & Gift, Wafers and Exclusive.
Ceylon Biscuits strongly believes that Munchee’s greatest strength is in its unique product offering in all categories. Therefore, when it comes to promotions, greater focus is given to below-the-line advertising where opportunity to experience the brand through product sampling could be maximised. Prominent displays of outdoor signage are utilised to maintain high awareness and recall levels of the brand. Munchee stands for continuous growth, innovation and uplifting both consumers and the industry. Munchee is a caring brand as far as all its stakeholders are concerned, one that takes pride in shouldering social responsibility. It is a true Sri Lankan brand, which also boasts an international reputation and recognition.
THINGS YOU DONT KNOW ABOUT Munchee ♥ Munchee is the largest exporter of confectionery and snack products in Sri Lanka, and is available in more than 36 countries. |
▐ MARKET ▐ HISTORY ▐ PRODUCT |
The biscuit market in Sri Lanka accounts for approximately 55,000 metric tonnes of snack foods each year. It is valued at around Rs. 9.3 billion annually. The market achieves a growth rate of between 10% and 15% each year. There are in excess of 40 players in this market and Munchee accounts for 55% of the total biscuit market in Sri Lanka. 
largest enterprises in Sri Lanka, providing employment to over 1,500 people. It has evolved into a manufacturing company with truly international standards, with many state-of-the-art production lines sourced from Europe, the US, Japan and India.
Products that fall within each category are as follows: Generic – Nice (follows a traditional recipe to create a distinctive coconut flavour, with a sugar-sprinkled surface), Tikiri Marie (a semi-sweet biscuit), Ginger (a crispy, light biscuit, made with only natural ginger), and Chocolate Cream (soft biscuits with chocolate-cream centres); Puff – Lemon Puff (a soft and crumbly sandwiched puff with evenly laid lemony cream, topped with a sprinkling of sugar, all combining to create a sensation of melting in the mouth), and Chocolate Puff (chocolate cream sandwiched between two chocolate biscuits, with a surface of evenly-spread sugar); Crackers – Super Cream Cracker (a vitamin-enriched biscuit, with a well-layered structure to create its flaky sensation) and Kurakkan Cracker (another exclusive product made with a blend of wheat flour and millet flour – its high fibre content has made it popular as a health snack); Assorted & Gift range – an assortment of sweet biscuits, specifically targeted towards the gift market; Wafers – a combination of three thin crispy wafer-sheets sandwiching two layers of soft cream that melt in the mouth, provided in vanilla and chocolate flavours; Exclusive range – Hawaian Cookies (made from local coconuts, toasted to create a unique flavour) and Milk Short Cake (a soft biscuit with a rich milk flavour); Savoury biscuits – Cheese Buttons (small circular bite-sized biscuits with a generous sprinkling of natural cheese), Snak Cracker (a well-aerated biscuit with a 
crispy texture), Savoury Nuts (hot and spicy biscuits made to the shape of cashew nuts) and Tifin (a light and flaky biscuit, with a unique taste combination, salty as well as slightly sweet).
The most significant development has been the acquisition of the third-largest biscuit plant in India. The company has already started to produce and market products under its flagship Munchee brand. Short and medium-term plans are focused on establishing Munchee as a strong regional brand by revolutionising the biscuit industry in the subcontinent, with its innovative range of products. This can be seen as a giant step in Munchee’s march towards the company objective of being recognised as one of the best confectionery brands in the world.
Munchee’s Tikiri Shishyadara scheme was initiated to provide educational assistance to less fortunate children from different parts of the country. It is the largest student education-support programme conducted by a private organisation, serving thousands of needy children. Munchee also organises weekly student workshops, called Shishyathwa Wadamuluwa, a tuition programme for less-privileged children, through which over 50,000 students benefit annually. With the company’s purchase of an 80% stake in Plenty Foods Pvt. Ltd., it achieved one of its key CSR objectives, that of backward integration with the farmers of Sri Lanka. This backward-integration programme covers in excess of 8,000 farmers who cultivate over 8,000 acres of soya, corn, green gram and rice. 
