Mayfair & GEA Bakery: Baking Innovation, Sharing Joy

Crafting joy since 1969

The essence of Mayfair lies in its ability to turn a simple biscuit into a moment of happiness — consistently, and on a scale that reaches millions. Whether it’s a chocolate chip cookie or a filled biscuit creation, each product carries the same promise of joy. It’s the care in selecting the finest ingredients, the artistry in shaping and baking, and the attention to details that transform each bite into a joyful experience.

This essence is equally reflected in the passion, expertise, and innovative technologies that allow Mayfair to evolve its products while maintaining the highest quality. From experimenting with new recipes to mastering complex production lines, the company combines tradition and innovation to delight consumers in over 35 countries. This blend of craftsmanship and forward-thinking is exemplified by the partnership with GEA Bakery, a collaboration rooted in trust, shared values, and a commitment to excellence.

“Our belief is that happiness comes from finding joy in everyday moments,” says Khurram Zia, CEO of Mayfair. “With GEA’s technology and continuous support, we can bring that joy to millions — consistently  and at scale. And we’re just getting started.”

From the installation of its very first cracker line to today’s record-breaking soft-dough system, Mayfair has grown from a local bakery into a trusted global brand.

A partnership built on shared growth

“Our partnership with Mayfair dates back to 2004 and has grown into a strategic cooperation built on trust, innovation, and shared ambition” explains Michele Darderi, Marketing Director at GEA Bakery. From the very first line to the revolutionary new systems of today, GEA has supported Mayfair’s journey with engineering expertise and dedication to quality.

He went on to say: “Mayfair installed its first GEA line in 2004 — a 60 meter cracker oven — followed by rotary and wire cut lines in 2009, 2011 and 2013. Each project expanded production capacity and product diversity. The most recent milestone features two synchronized wire cut extruders and a 129 meter tunnel oven with a 1,500 mm steel band — the largest soft dough cookie line in Pakistan, and among the biggest worldwide."

Engineering excellence

Managing a 150 meter transport steel band with precise centering and synchronizing dual wire cut extruders was a technical challenge. “It’s exactly this kind of engineering, automation and constructive excellence that defines our work,” says Paolo Betto, Application Manager at GEA Bakery. “The result is a high capacity line producing 12,000 cookies per minute — around 750,000 pieces per hour — with consistent quality.”

The line handles a small, sticky and delicate dough that requires extraordinary precision: once the product is deposited, it can no longer be touched. The two extruders alternate even and odd rows, ensuring seamless deposition at 21 meters per minute. “This solution is technically very demanding and differentiating — a benchmark that competitors struggle to match.” adds Betto.

Aligned in Values, United in Success

“Our experience with GEA spans over two decades, and the support from the GEA team has been nothing short of exceptional,” says Riaz Ali Anjum, Director Technical Operations at Mayfair. “That kind of trust isn’t built overnight — it comes from years of shared goals and mutual respect. With GEA, we found more than a machine supplier. We found a partner who shared our values — innovation, quality, integrity and a long term mindset.”

He continues: “When you’re delivering tens of thousands of tons of biscuits annually, you need machines that don’t just perform — they excel. That’s what GEA gave us. These GEA Bakery lines stand out for endurance and reliability. We’ve pushed them well beyond their rated output and they continue to deliver stable, satisfactory performance every single day.”

Innovation for the future

“At Mayfair, it’s not just about making biscuits,” adds Faisal Rana, Chief Strategy Officer. “It’s about building systems that empower scale, quality, and trust — and with GEA, we’ve done exactly that. We’ve always believed that innovation is the fuel for growth. And at Mayfair, we don’t just innovate — we innovate to win.”

GEA Bakery brings decades of expertise in biscuit and cookie production, combining meticulous engineering with versatile, flexible processing equipment. GEA technologies allow industrial bakeries to experiment with new recipes, shapes, forms, and textures while maintaining full control over the process and delivering consistently high-quality results. From designing production lines tailored to specific customer needs to ensuring maximum precision in high-capacity operations, GEA enables bakeries to produce biscuits quickly, efficiently, and with minimal waste.

A shared journey toward success

“The values that guide our choices today are the same ones that gave birth to Asian Food in 1969,” says Khurram Zia. “For over 20 years, GEA has been an integral part of that story — from our first line in 2004 to the revolutionary new machinery of today. GEA has always shown that it shares our passion and values, proving to be the ideal partner for all our most ambitious projects. We look forward to continuing to write our story together — toward a positive, sustainable future full of revolutionary ideas.” 

Biscuits may be a familiar product, but there’s always room to innovate and improve. “Working with a partner like Mayfair is truly energizing. Their high standards push us to raise the bar even further, and it’s rewarding to see our technologies helping them achieve their goals.” said  Paolo Betto, Application Manager at GEA Bakery.