On Tuesday, Best Biscuits Maroc (BBM), a subsidiary of the Anouar Invest group, unveiled a major expansion of its flagship factory in Had Soualem. The event drew top government officials, including Industry and Trade Minister Ryad Mezzour, BBM President El Hachmi Boutgueray, and numerous local dignitaries. The ceremony marked a pivotal moment in the company’s broader goal of elevating Moroccan industry and showcasing the country’s manufacturing expertise on a global scale.
With a total investment surpassing 420 million dirhams between 2022 and 2025, BBM has significantly ramped up its production capacity. The company has introduced new manufacturing lines for its popular Pickers wafers, sponge cakes, and has launched a brand-new chocolate production unit. This expansion is designed to keep up with growing consumer demand both within Morocco and in international markets. Over time, the project is expected to generate around 700 direct jobs and an additional 3,500 indirect roles, giving a strong boost to the region’s economic ecosystem.
Minister Mezzour highlighted the development as a clear example of Morocco’s industrial progress and its broader strategy to reduce reliance on imported goods. He praised the initiative as a model of effective public-private collaboration, contributing to the country’s industrial independence and creating high-value employment opportunities.
The inauguration also served as the backdrop for the signing of a new investment agreement between BBM and the Ministry of Industry and Trade. Valued at 275 million dirhams, the deal will fund the construction of another production facility, this one focused entirely on innovation in wafer, biscuit, and sponge cake manufacturing. The move underlines BBM’s commitment to research and development, as well as its ambition to lead in product innovation.
Operating from a high-efficiency industrial hub in Had Soualem, BBM has built a network of integrated units that keep pace with increasing production demands. As it strengthens its presence in the domestic market, the company is also expanding its export strategy, with a special focus on the chocolate segment—a market where it is beginning to carve out a space for itself.
