K&N’s faces backlash over high prices among competitors

ISLAMABAD: K&N’s, a well-known Pakistani frozen food brand, is facing backlash from consumers due to its significantly higher prices compared to competitors.

As inflation continues to impact household budgets, many buyers are questioning whether the brand’s premium pricing is justified.

K&N’s, which holds a wide range of food products, charges relatively higher than local rivals such as Sabroso, Menu, and PK Meat.

While the company claims that its products meet international standards, consumers argue that the price gap has increased significantly in recent months, making it a luxury.

Earlier in March, in a press conference, the Consumer Association of Pakistan (CAP) sounded the alarm on frozen food brands, including K&N’s, accusing them of charging consumers for the weight of ice along with their products.

The CAP Chairman Kokab Iqbal stated that this practice is rampant due to a lack of regulation, with the government only fixing rates for fruits, vegetables, and groceries.

“Their nuggets and seekh kebabs cost nearly double what I can get from other brands, and honestly, the taste difference isn’t that huge,” said Areeba, a customer at a local market in Islamabad.

“With rising prices of everything, I have to think twice before buying K&N’s.”

Industry experts said that K&N’s target customers prioritise premium quality, but in a price-sensitive market like Pakistan, it’s a challenge to sustain such high rates.

With increasing competition from more affordable alternatives, the company may need to reassess its pricing strategy to maintain its market share.