CAIRO — Edita Food Industries S.A.E., a leader in the Egyptian packaged snack food market, plans to build a 55,000-square-meter (592,000-square-foot) facility in the Polaris Al-Zamil district in 6th of October City in Egypt. Edita said the new plant will allow the company to expand capacity to make existing products while simultaneously allowing it to introduce new Hostess Brands products.
In April, Edita reached an agreement with Kansas City-based Hostess Brands L.L.C. to acquire the manufacturing rights of 11 new products and expand distribution.
Edita acquired ownership of the Ho Hos, Twinkies and Tiger Tail brands in Egypt, Libya, Jordan and Palestine in April 2013. Under terms of the deal announced in April 2015, Edita’s full ownership of the brands will extend to new markets, including Morocco, Algeria, Tunisia, Syria, Lebanon, Iraq, Bahrain, Oman, the United Arab Emirates, Kuwait, Qatar and Saudi Arabia.
Founded in 1996, Edita manufactures, markets and distributes a range of branded baked snack products, including packaged cakes, croissants, rusks (baked wheat) and wafers as well as selected confectionery/candy products. The company’s local brand portfolio includes Todo, Molto, Bake Rolz, Bake Stix, Freska and MiMix.
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| Hani Berzi, chairman and managing director at Edita. |
Hani Berzi, chairman and managing director at Edita, said the company has launched “a new and more premium variant” to its croissant line — Molto Mix. Molto Mix is a double-filled croissant with two fillings.
“Our new Bake Rolz and Strudel lines are also scheduled for commissioning by December 2015 and first quarter 2016, respectively,” he said. “New brands, new products and new capacity to flexibly respond to market demand for our core products sees us increasingly confident not just in our ability to capitalize not just on improving consumer sentiment in Egypt, but also to capture prospects in high-potential export territories.”
