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All Time, a brand for all

  • Published at 10:25 pm August 26th, 2019
All Time production floor at Habiganj industrial park

He prefers biscuits and bakery items of 'All Time' as the brand’s wide variety of food items are gettable at affordable prices, well-wrapped, and hygienic

Mizanur Rahman and his wife, both of them job holders, most often take their breakfast outside as they have to leave for work early in the morning.

He prefers biscuits and bakery items of “All Time” as the brand’s wide variety of food items are gettable at affordable prices, well-wrapped, and hygienic.

“We cannot manage to have breakfast at home, so we have to rely on these types of foods,” Mizanur says, giving a hint of their busy life. 

Like Mizanur, students of different schools and colleges also prefer biscuits and bakery items as tiffin.

Ayesha Akter, mother of Omar Faruque, a second grader, says: “I give my son ‘All Time’ food items as those are of good quality and affordable.”

Considering customers' convenience, different companies have brought varieties of food products in market at affordable prices. 

These days many bakery companies have come into existence, which are catering to people's need for food and growing every day on increasing demand. 

Currently, more than 15 authorized biscuits and bakery companies are doing business in the local market, including some operating in international markets as well.

Along with other companies, “All Time”, one of the brands of Pran-RFL Group Biscuits & Bakery, has gained popularity. 

With a mission to provide healthy and hygienic food for every class of people, Pran-RFL Group introduced “All Time” in local market in 2006. Its first production was then only 2,000 pieces of bread. 

From tea stall to large grocery shops, the demand of All Time’s food items is increasing every day. A growing demand for “All Time” products has led to the sale of 2,500 tons of their products per month.

Shafiqul Islam, tea stall owner at Panthapath, told Dhaka Tribune that he only kept “All Time” bakery items at his stall and his daily sale of these items was between Tk1,000 toTk1,200. 

“I only sell All Time’s bakery items because customers prefer this brand very much.

"People of all walks of life are my customers, but because of the affordable price, students of nearby schools and colleges are the main customers," he said. 

‘All Time is the number 1 bakery product brand’

Pran-RFL Group Marketing Director Kamruzzaman Kamal, while speaking to Dhaka Tribune, said: “We emphasize nutrition, quality and taste, apart from ensuring hygiene during manufacturing and marketing of our products."

“All Time is the number one bakery product brand in the country right now,” he claimed.

“We process our products from locally sourced fresh ingredients, in our manufacturing plants, and ensuring international quality at the same time,” he said.

“Right now, the All Time brand has 50 food items under six categories,” Kamruzzaman informed.

All Time’s food items include breads, buns, cookies, honey comb bread, toasts and cakes. 

The prices of the products are between Tk5 toTk130. 

“All Time brand products are manufactured at 11 of our factories across the country, where 3,000 people are employed just for this particular brand,” he said.

All Time holds 60% local market share

The local market share of All Time among other brands marketing the same items under the six categories is about 60%, while it holds 15%-20% share of overall market, including products from non-brand and little known bakeries across the country, Kamruzzaman says.

The most popular product under this brand is “All Time Butter Bun”, he says, adding that their monthly sale of All Time products is about 2,500 tons. 

Because of short shelf-life of the products, they are yet to export their food items abroad although All Time bread and buns are produced through a franchise company in North East India, which has gained popularity in Indian markets, the Pran Group official adds.

“We also have plans to export rusk toast, cookies and cake”, he says.

When asked about challenges of business promotion, Kamaruzzaman said: “As our products have short shelf-life and for lack of transportation facilities we are yet to reach the whole country.”

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