Since 1984, Sabirs’ group has been a key player within the poultry landscape. In 2017, Sabirs’ group laid the foundation of Sabroso, a brand built on love, quality, and health. The brand takes pride in delivering top-notch protein rich products that adhere to internationally recognized health and well-being standards. During this tenure, Sabroso has redefined the chicken experience for its customers by providing them premium chicken and chicken related products from farm to fork with no compromise on quality and taste. In terms of vision, Sabroso envisions itself to become a leading food brand that makes protein accessible at affordable prices, nourishing both body and mind – while remaining socially responsible and supporting communities.
With more than four decades of collective experience under the realm of Sabirs’ poultry, Sabroso has managed to carve a name for itself as “The Chicken Specialist” on the basis of rich experience and craftsmanship. In terms of operations, Sabroso is one of the largest vertically integrated poultry brands in Pakistan. Be it the birds, feed mills, breeder farms, processing plant, and distribution network; the brand has complete control over each step of the production process.
From professionals to home-chefs, Sabroso provides kitchen solutions for every need. The Value-Added Range is perfect for those who love quick and hassle-free cooking, with delicious fully-cooked and ready-to-cook options. Similarly, the Raw Range empowers mothers and customers of all ages to create delicious chicken dishes from scratch. And the Paratha Range brings the authentic taste of wholesome delicious flatbreads straight to your table, no matter your cooking style, Sabroso has something to make mealtime easier and more enjoyable.
For Sabroso, quality is not a compromise – it’s a promise. A team of dedicated professionals ensures the selection of finest and healthiest chickens for the customers through stringent scrutiny processes and random quality checks to ensure consistency of taste, by all means. From microbiological testing to nutritional evaluations, Sabroso tends to deliver nutritional excellence by adhering to ISO 9001, Food Safety FSSC 22000, and Halal (PS3733, GSO & UAE) food management systems. The quality assurance lab is equipped with the latest technology, and it not only monitors the entire integration process but also ensures that all chicken and chicken related products are full of nutrition, as per the International food safety standards. Sabroso’s stringent quality measures ensure that each batch can be traced back to its parent flock.
With the help of IQF (Individual Quick Freezing) technology, the chicken products are chilled with cold air, ranging from -30℃ to -50℃, eventually bringing the temperature down to -18℃ for optimal freshness. This cutting-edge technique locks in flavors and ensures that every bite is as delightfully perfect as it is nutritious, with a longer shelf life without the use of preservatives.
Speaking of Innovation, it has always been a cornerstone of Sabroso. Be it unique fusion of popcorn with chicken in shape of “Chicorn Fries”, a chicken shaped donut glazed with natural honey in form of “Chicken Honey Donut”, a delicious stuffed flaky “Chik N’ Cheese Paratha”, or the introduction of one of its kind frozen “Chicken Kachori”, Sabroso has always offered unique and distinctive products to its customers. Thereby, winning the trust, excitement, and love of the customers.
The journey to becoming “The Chicken Specialist” was filled with innumerable challenges. However, the unwavering support of the customers and a steadfast vision of Chairman Sabirs’ group – Dr. Faqir Muhammad Sabir and the executive directors namely, Muhammad Zeeshan Sabir, Muhammad Imran Sabir, Muhammad Kamran Sabir, Muhammad Arsalan Sabir & Muhammad Salman Sabir enabled Sabroso to overcome all these challenges and emerge as “The Chicken Specialist” for all the right reasons.
