Pickërs introduces Moroccan snacking innovation with premium wafers

Best Biscuit Maroc (BBM), a subsidiary of Anouar Invest, has unveiled PICKËRS, a new premium snacking brand designed to elevate Moroccan confectionery to international standards. Backed by Swiss technical and technological expertise, this ambitious project represents a significant milestone in BBM’s industrial expansion, supported by a 350-million-dirham investment. The initiative is set to create 700 direct jobs and 3,500 indirect jobs, reinforcing BBM’s contribution to the local economy and the dynamic snack food industry.

A bold vision for Moroccan snacking

PICKËRS aims to meet the growing demand for quality and innovation among consumers. More than just diversifying the existing market, the brand seeks to redefine Morocco’s biscuit industry by delivering an unparalleled taste experience.

“PICKËRS represents more than a brand; it’s a promise of excellence,” stated Mohamed Idrissi, Marketing Director of Best Biscuits Maroc. “Our ambition is to showcase Moroccan expertise on the global stage by offering innovative, high-quality products at accessible prices.”

Premium wafers: The first chapter of a flavorful adventure

The PICKËRS launch introduces a premium wafer range as a local, affordable alternative to imported products, with prices between 3 and 4 dirhams. The brand debuts with two signature creations:

PICKËRS SQUARE (3 DHS): A thick, crispy wafer semi-coated in chocolate, featuring a double creamy filling of chocolate and milk with hazelnut pieces. It is also available in an intense cocoa version. PICKËRS TOPPERS (4 DHS): A chocolate-coated bar with roasted hazelnut fragments, combining a generous wafer and a rich hazelnut and milk cream center. This product is also available in an intense chocolate variety.

These offerings deliver a unique sensory experience, blending textures and bold flavors. Looking ahead, BBM plans to expand the PICKËRS range with even more daring innovations to appeal to consumers seeking novelty and sophistication.

AI-powered creativity in advertising

PICKËRS is breaking new ground with a trailblazing approach to advertising. Its latest commercial leverages advanced artificial intelligence to craft a visually stunning blend of live-action, 3D animation, and AI-generated imagery. This immersive ad transcends reality, transporting viewers into a poetic and epic universe that reflects the brand’s commitment to innovation.

About Best Biscuits Maroc (BBM)

As a leader in Morocco’s biscuit industry, BBM is well-recognized for its flagship brands EXCELO and Be!, which have enriched the market with diversified and accessible innovations.

Under the umbrella of Anouar Invest, BBM capitalizes on proven expertise and significant investments to meet the highest quality standards. With PICKËRS, the company reaffirms its dedication to innovation, quality, and customer satisfaction, complementing its existing portfolio of successful brands.