Bangladesh’s biscuit industry is a crucial part of the country’s food in the modern cultural landscape. Biscuits, with their delightful crunch and wide range of flavours, are a staple snack for people of all ages. Over the years, the industry has witnessed remarkable growth with numerous brands vying for consumers’ attention.
Among them, Haque, a household name now synonymous with biscuits and confectionery, stands out as a true icon. Since its establishment in 1947, Haque has not only satisfied the taste buds of its consumers but has also left an enduring impact on their emotions and cherished memories.
The story of Haque is one of perseverance, passion, and unmatched commitment to win people’s hearts. Founded by Barrister Tamizul Haque in 1947, the company made their first steps to provide delectable treats that would captivate the palates of generations to come. From its humble beginnings as a small biscuit factory, Haque gradually expanded its operations by introducing new flavours and innovating its production processes. Haque soon emerged as a frontrunner in the biscuit industry, setting new standards for taste and consistency.
For decades, Haque biscuits have been an integral part of our lives, evoking a sense of nostalgia and cherished memories. From childhood tiffin boxes to evening tea gatherings, Haque biscuits have accompanied countless everyday moments, wiring a strong emotional connection with its consumers.
The biscuits
Among Haque’s iconic biscuit creations, one cannot overlook the beloved “Mr Cookie.” This endearing character has been upholding Haque’s brand image for decades and has captured the hearts of children as well as grownups alike. Mr Cookie, with his charming smile and distinctive top hat, has gone beyond being a mere mascot to being a cherished symbol of joy and playfulness. His presence on Haque’s packaging and advertisements has fostered a sense of familiarity and connection with consumers.
Then comes Chocolate Digestive, a mouthwatering offering from Haque, which combines the wholesome goodness of a digestive biscuit with the indulgence of chocolate. This delightful treat strikes the perfect balance between having a crispy texture and irresistible chocolate coating. It has become a favourite among biscuit enthusiasts. Building on its success, Haque has introduced two new variations as well: dark chocolate, for the ultimate chocolate lovers seeking a deeper, bolder flavour, and white chocolate, for those who crave a creamier and more luxurious twist.
Another classic and timeless delight by Haque is Milk Marie, a symbol of simplicity and purity among biscuits. Whether enjoyed on their own or paired with a cup of tea or coffee, the light Milk Marie biscuits provide a moment of tranquility in the midst of a busy day with their delicate taste. Their enduring popularity is a testament to their appeal as well as the reasonable quality that Haque delivers.
From childhood tiffin boxes to evening tea gatherings, Haque biscuits have accompanied countless everyday moments
My personal favourite is their “deshi” -- affordable -- Bourbon. These biscuits give a taste of luxury without breaking the bank, making them accessible to a wider range of consumers. The deshi Bourbon offers almost the same great taste and quality as its counterparts but at an appropriate price point. It has become a go-to choice for those seeking a biscuit that combines affordability and indulgence.
An innovative addition to Haque’s product lineup is Pillow Chips. Introduced back in around 2010 when the thought of sweet, chocolaty “chips” was new to the Bangladeshi consumers. These light and crispy chips are uniquely shaped like small pillows containing chocolate fills, making them a fun and playful choice for kids. Each bite delivers a crunch and bursts of chocolate, leaving a lingering taste that keeps one coming back for more.
And beyond
While Haque’s legacy is firmly rooted in the biscuit industry, the brand’s commitment to innovation and diversification has seen it expand into other confectionery products. Recognizing the evolving tastes and preferences of consumers, Haque has been introducing a wide array of snacks, cakes, and pastries, catering to diverse palates. With each new product, Haque continues to uphold its core values of taste, quality, and consumer satisfaction, ensuring that every bite brings delight and fulfillment.
Haque’s success has not only been measured in terms of commercial achievements but also in its dedication to social responsibility. The company firmly believes in giving back to the community that has supported it throughout its journey. Haque actively engages in philanthropic initiatives, supporting education, healthcare, and environmental conservation projects. The company’s philanthropic efforts extend beyond the borders of Bangladesh, as the company financially supported talented students from Palestine pursuing their MBBS degrees in the country among other notable accomplishments.
The Haque legacy, built on the pillars of quality, affordability, social responsibility, and philanthropy, has left an indelible mark on Bangladesh and its people. From its humble beginnings to its status as one of the largest manufacturers in the country, Haque has become more than just a brand. It has become a symbol of trust, a source of happiness, and a beacon of hope for the underprivileged. As Haque continues to innovate and spread joy through its efforts, it will undoubtedly create new memories and etch its legacy further into the hearts of the Bangladeshi people, ensuring that the love affair between Haque and its consumers endures for generations to come.
Nafis Ehsas Chowdhury is a student of business. The author acknowledges valuable insights from the Chief Human Resources Officer at Haque Group of Industries.
