This research studies on enhancement of production line efficiency based on OEE in the case study of a bakery and confectionery production line in KSA. Based on Total Produc-tive Maintenance (TPM) and lean production philosophies, the study considers nine months of production data from two parallel lines producing multiple stock-keeping units (SKUs). The approach OEE is used to analyze availability, performance, and quality as well as to detect the major sources of productivity loss. As a result, availability losses are dominated by setup, sanitation, and changeover activities. The adoption of phased measures (changeover optimization and SKU allocation over dedicated line) resulted in significant enhancement of operational efficiency. Total OEE improved from around 55% for Phase 1 to 69.2% and 71.1% for Phase 3 for production lines one and two, respectively. Availability was found to be a major contributor to OEE, while performance and quality were quite consistent. The research demonstrates how OEE can be effectively used to un-cover latent capacity and enable informed decisions to drive continuous improvement in the u.s. manufacturing industry.