Bahlsen reaches new heights in KSA with record-beating biscuit pyramid

April 26, 2014 11:30 am

Bahlsen, the No. 1 biscuit maker from Germany, has added another chapter to its newsworthy rise in the KSA market by setting a new world record in the city of Riyadh.

During celebrations to mark the 125th anniversary of a family business that started in 1889 in Hanover, Bahlsen has set a world record for the largest biscuit pyramid anywhere in the world, made entirely out of PiCK UP! Biscuit cases.

The event, which saw PiCK UP! Biscuits piled to heights unmatched in history, occurred in Riyadh’s Granada Mall in the presence of Bahlsen’s teams, Saudi distributors Al Abbar and a substantial crowd of spectators.

The pyramid’s rise was almost a metaphor for PiCK UP!’s popularity in the KSA market. The unique article, which sandwiches a real chocolate bar between two crisp biscuits, has become a household name in KSA since its introduction.

“We are delighted to break the Guinness World Record in Riyadh by building the highest PiCK UP! pyramid. Our successful new world record only serves to show our passionate commitment to brands such as Bahlsen, Leibniz, PiCK UP! and Hit in the KSA market. We can look ahead to a promising future in the county, and be ambitious enough to want to be the consumer’s first choice in this market, “said Werner M. Bahlsen, Owner and Chairman Bahlsen GmbH & Co. KG.

It took 56,505 PiCK UP! cases to form the pyramid. The new record was verified and approved by representatives from the Guinness Book of World Records attending the event.

“PiCK UP! has been a success story around the world, and particularly in KSA, since its introduction. It is fantastic to be involved in a unique Guinness World Record. Yet again, this adventurous, young and premium chocolate bar with its crunchy biscuits sets a new benchmark – raising not just sales but also attention and expectation. It is fantastic to be able to celebrate 125 years of experience, dedication and outstanding quality in such eye-catching fashion in a very important market,” said Werner M. Bahlsen, Owner and Chairman Bahlsen GmbH & Co. KG.

In KSA, Bahlsen has partnered with distributors Abdullah Abbar & Sons Cold Stores (ACS), a flagship member of the Abdullah M. Abbar & Sons Group of Companies.