RIYADH — Bahlsen, the Number 1 biscuit-maker from Germany, has added another chapter to its newsworthy rise in the Saudi market by setting a new world record in Riyadh.
During celebrations marking the 125th anniversary of a family business that started Hanover in 1889, Bahlsen has set a world record for making the largest biscuit pyramid anywhere in the world, made entirely out of “PiCK UP! Biscuit” cases.
The event took place in Riyadh’s Granada Mall in the presence of Bahlsen staff, Saudi distributors Al Abbar and a crowd of spectators.
The pyramid’s rise was almost a metaphor of PiCK UP!’s popularity in the Saudi 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 Kingdom’s market,” said Werner M. Bahlsen, Owner and Chairman Bahlsen GmbH & Co. KG.
“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, “
It took 56,505 PiCK UP! cases to build 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, particularly in KSA, since its introduction. It is fantastic to be involved in a unique Guinness World Record,” said Bahlsen.
“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.”
In the Kingdom, Bahlsen has partnered with distributors Abdullah Abbar & Sons Cold Stores (ACS), a flagship member of the Abdullah M. Abbar & Sons Group of Companies. — SG
