Over 50 years ago Lobels Bakery was established By Mr. W. Lobel and Mr. B.E. Lobel both of Bulawayo, Zimbabwe.

Before then, early pioneer bakeries had produced bread by hand. Lobels saw the need for automation and after substantial investments introduced modern production-line baking equipment. The resulting competitive prices made bread a staple item for the city's growing population.

Biscuit production began shortly thereafter in 1954. The range of biscuits grew rapidly as production became more automated. From the original plain range of biscuits Lobels developed a Cream range, then a Chocolate-coated range and a Savoury selection was added as the company continued to anticipate consumers' wishes.

Today, biscuits are the company's core business in Zimbabwe, and are exported throughout the region and increasingly, abroad. Packaging quality has also kept pace with consumer expectations, from the early biscuit-tin to today's gravure-printed lines.

2000 saw the introduction of a wide range of confectionery, sweet and chocolate lines.

The operation, employing 600 staff, is still a family business. Today Mr. John Lobel heads the company and is committed to carrying out the traditions associated with the Lobels "Quality Promise".