Big Bird Foods is writing the script of a comeback story. How did they do it at a time everyone expected them to falter?

“According to all known laws of aviation, there is no way that a bee should be able to fly. Its wings are too small to get its fat little body off the ground. The bee, of course, flies anyway. Because bees don't care what humans think is impossible.”

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Big Bird Foods is about to take flight. Just take a look at what the frozen food company has achieved in the last couple of years. In 2025 their sales increased by 57.6% to Rs 11.36 billion, up from Rs 7.21 billion the previous year. They have also posted a net profit two years running, earning Rs 1.16 billion last year and Rs 83.8 crores in 2024. They are also well on their way to posting a profit for the ongoing financial year. At the halfway mark for FY25-26 they are sitting on a net profit of Rs 64.8 crores. 

For a company that posted net losses five years running from 2018 onwards, this is not simply a couple of good years. It is a significant reversal. 

What makes the story even more compelling is the fact that it has happened during a period when they were expected to see business slowdown. Some of Big Bird’s biggest clients include McDonald’s and KFC, both brands that were heavily impacted in Pakistan by anti-Israel boycotts following the genocide in Gaza. 

As Profit has reported in the past, sales at some international food franchises initially fell by as much as 40% after October 2023. Big Bird confirmed to Profit that the dramatic fall in sales impacted them. They faced demand fluctuations. While this was a blow for the company, it came at a time when they were already in the middle of diversifying their business. A shift towards a larger retail presence was underway. Not only were they focusing more on selling their products to retail customers, but they also expanded their roster of B2B clients by selling to domestic food chains like Johnny & Jugnu in Lahore. 

The strategy behind this shift has been simple. They have diversified their client list by expanding rapidly, which they have managed to achieve by reducing prices to gain a share of the market. At the same time they have focused significantly on reducing costs, and the company points towards their recent investment in a three mega-watt (3MW) captive solar plant which went live in June last year. 

All of this comes at a time when Pakistan’s frozen food market is growing. Rising urbanisation and larger disposable incomes always combine to give people a preference for convenience. With an expected annual growth rate of 5% market dynamics suggest this will be a $1.3 billion business by 2032. In the years ahead it will be critical to see who emerges as the Big Kahuna of frozen food in Pakistan. Its recent moves have made it clear that Big Bird sees itself as a top player and wants a big slice of a pie that is still in the oven.