In 2002, the Haansbro brand was introduced into the Nigerian market, a move inspired by the increasing pro-industry policies across African nations. Haansbro, with its brand essence centered on "owning happiness," was launched to cater to the growing demand for quality biscuits.

The brand established itself with a focus on four sub-brands, each representing key segments: sandwich biscuits, cookies, wafers, and plain biscuits.