Craze Biscuits, once a dominant brand in Kerala, is set to re-enter the market backed by new investor Azzco Global Group, which has interests in retail hyper-markets in Gulf Cooperation Council (GCC) countries.

Abdul Azeez Chovanchery, chairman of the group, said the company has set up a one-lakh-plus sqft food factory at KSIDC Industrial Park at Kinaloor in Kozhikode.

It has invested ₹100 crore and plans to invest ₹50 crore more.

The product will be launched in 22 flavours, with new variants every three months, he added.

To be initially sold in Kerala, it targets pan-India reach by 2023. The variants include caramel fingers, cardamom fresh, coffee marie, thin arrowroot, cashew cookies, and butter cookies.

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The Kerala government has extended support to the factory, which will create direct and indirect employment for more than 500 people, he said.

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