Cocomo has a big chunk in Pakistan’s biscuit market despite not quite being a biscuit. What happens now that it is also becoming a cereal?

In the cutthroat world of Pakistani snacks, few brands inspire the kind of devotion reserved for Cocomo. Its catchy jingle - "Cocomo, mujhe bhi do" - is seared into the collective consciousness of a generation raised on those bite-sized chocolate-filled biscuits. But even cultural touchstones must evolve or risk fading into nostalgic obscurity. 

For Bisconni, the makers of Cocomo, that evolution came from an unexpected source: their own consumers. 

Consumer-driven innovation is how Pakistan's favourite biscuit found itself making the improbable leap from a quick snack to a breakfast cereal. But in a market dominated by multinational heavyweights and the local giant Fauji Foods, can Cocomo swim in the milk bowl without sinking?