Company Profile

  • Overview
  • History
  • Segments
  • Supply Chain
  • Facilities
  • Distribution Network

Edita Food Industries was established in 1996 by the Berzi family and Chipita International (through Exoder Limited) and holds a leading market share in each of its five segments that span the Egyptian snack food market, including the cake, croissants, rusks (baked wheat), wafers, and candy segments. Today, Edita is one of the leading Fast Moving Consumer Goods (FMCG) companies in Egypt and the Middle East with c.6,000 employees and 101 stock-keeping units (SKUs). The company is well known for its consistently high quality products and strong brands including Molto, TODO, Bake Rolz, Bake Stix, Mimix, HoHo’s, Twinkies and Tiger Tail. Edita acts also as the sole regional distributor of several brands of imported sweeteners, olive oils, and pasta.

Edita brands are a part of everyday life in Egypt and 16 other countries across the Middle East & North Africa.

Edita’s reputation for quality and affordable pricing strategy has led to the company holding positions in all five of its market segments: cakes (ranked #1, with 57.1% share of the Egyptian market), croissants (#1 with a 60.9% market share), rusks or baked salty snacks (#2, 44.4% market share), wafers (#3, 11.0% market share) and candy (#1, 15.7% market share); accordingly, Edita has become a leader in the Egyptian snack food market in 2017 and its brands are some of the most recognized by consumers in Egypt – Edita’s core cake and croissant brands have close to 100% brand awareness.*

 

Edita Product Segment Details*

Product Segment Croissant Rusks Cake Candy Wafer
Brands Croissant Rusks Cake Candy Wafer
FY17 Market Share & Rank 60.9%
#1
44.4%
#2
57.1%
#1
15.7%
#1
11.0%
#3

The driving force behind Edita’s success is the consistently high quality of its products. This quality is made possible by our application of the HACCP (Hazard Analysis and Critical Control Point) food management system, and reflected in our ISO 22000, ISO 9001, ISO 14001 and OHSAS 18001 certifications.

Edita boasts five state-of-the-art production facilities, encompassing 29 production lines as of FY2017. Three of our production facilities are located in 6th of October, one in 10th of Ramadan City and one in Beni Suef industrial zone to the south of Cairo. Each facility is managed by a plant manager who is fully responsible for meeting production plans while maintaining Edita’s high standards. A quality manager is also present in each facility. This department employs more than half of Edita’s 6,000 staff members.

Edita’s milestone development in FY2017 was the inauguration of its new E08 factory in July 2017. The E08 facility is Edita’s fifth factory and is set to house 11 new lines, two of which have already been installed and are in commercial production, including the new wafer line (July 2017) and the new donut line (October 2017). The E08 facility will allow the company to expand its current product offering through launching new variants of existing products. E08 will also provide the space to fully capitalize on the company’s R&D capabilities and its new R&D center to continue rolling-out new innovative and differentiated offerings as part of Edita’s strategy to create new categories in the snack food market.

Edita also places great importance on research and development activities, viewing innovation as a key pillar of its growth strategy going forward. Edita will continue to utilize its R&D capabilities to develop in-house offerings and complement its roadmap of launching new products for which technical know-how has been acquired from Hostess LLC. In that regard, the company has already brought online a new lab in the E07 factory with ongoing research on cost cutting possibilities given the flexibility and diversity of Edita’s inputs. Additionally, the R&D department plays a key role in Edita’s drive to localize some of its imported materials in order to reduce the company’s need for foreign currency, all while ensuring quality control.

Products sold overseas averaged approximately 8% of the company’s total sales in 2017. Key export markets include Iraq and Palestine which together constituted 59.0% of total exports in FY2017. The company relies on local distributors for its export business and deals with them on a cash-in-advance basis given the high risk profile of many of its key export destinations.

In Egypt, Edita’s extensive, streamlined and effective sales & distribution platform offers Edita an unmatched reach in the domestic market and includes a highly qualified, empowered and dedicated sales force of 1,081 employees including 492 sales representatives. The company delivers products from its 21 distribution centers spread across 27 governorates to more than 66,800 wholesale and retail customers via its 603 vehicles. Notably, high demand for Edita’s products allow to maintain a cash-based policy for 97% of  its domestic sales despite the Egyptian market being predominately credit-based for the snacks industry.

Looking ahead, Edita intends to focus on maintaining its relationships with existing customers while enhancing vertical and horizontal sales growth by working to increase order size and further developing its distribution capacity. The company aims to shift the current wholesale to retail ratio from 65:35 to an even 50:50 and thus maintaining better control and further enhancing its market feel.

Our Strategy

  • Increase our penetration of the Egyptian snack food market and expand our customer base
  • Improve sales mix between wholesale and retail customers
  • Expand production capabilities and capacity to meet growing demand
  • Introduce new and innovative products aligned with changing consumer trends
  • Enhance profitability by improving product mix and driving manufacturing efficiencies
  • Grow operations regionally

Vision & Mission

Edita’s vision and mission guide all of the company’s actions.

Vision

  • To be the pioneering food conglomerate in the Middle East and Africa through creating loved brands produced, distributed and supported by expert and passionate people.
  • This will be measured by market share, consumer loyalty and maximizing returns on shareholder equity.

Mission

  • Edita is a consumer centric company with a passion for quality, committed to making available a variety of unique, fresh and tasty products.
  • Edita uses the best ingredients, modern technology and food safety practices.
  • Edita invests in its people and brands while its actions are guided by a sincere concern for its social responsibility.

Investment Law No. 230 of year 1989, amended by Law No. 8 of year 1997 and its executive regulations, and the Money Market Law No. 95 of year 1992

Legal Structure

Edita Food Industries S.A.E.



* All figures are as at end 2017. Market data is from AC Nielsen; Brand awareness figures are from IPSOS
Founded in 1996, Edita has capitalized on its strong reputation for quality and affordability to become the leading snack food company in Egypt.

2018

  • Signed Shareholder's Agreement with Morocco's Dislog Group
  • Rolled out a rebranding campaign for Molto
  • Launched TODO Mini Muffins in 1Q2018

2017

  • Signed an MoU to form JV with Moroccan distributor, Dislog Group
  • Edita launches TODO Donut with the commissioning of its 2nd line at E08
  • Edita inaugurates E08 factory with the commissioning of a new wafer production line and the launch of Freska Fingers and Freska Bites
  • Rolled out a rebranding campaign for Freska
  • Launched Molto Mini Mix in 1Q2017, HOHO’s Uncoated 2Q2017, and expanded TODO layered range in 4Q17

2016

  • New candy line installed, and production began in 4Q2016
  • Inked agreement with KSA’s Khalifa A.Algosaibi Cold Stores for the distribution of its HTT Brands
  • Launched TODO Bomb in 1Q2016, Twinkies Icing in 2Q2016, and TODO Brownies in 3Q2016
  • Began construction of phase one of new E08 factory
  • Edita Food Industries Acquires New Land to Produce a Premix Formula in August 2016
  • New Strudel line was commissioned in February 2016 and became fully operational by the end of the first quarter of the year. 

2015

  • Edita acquires land in Sixth of October City’s Polaris Al-Zamil district, which falls in close proximity to its E07 plant, to build a new factory (E08).
  • Edita Food Industries acquires rights to its existing HoHo’s, Twinkies & Tiger Tail (HTT) Brands in 12 additional MENA countries, acquires technical assistance & know-how to manufacture 11 new Hostess Brands products
  • The company lists on the Egyptian Exchange, enhancing its corporate profile and access to growth capital

2013

  • Edita builds a new headquarters and logistics hub in Sheikh Zayed City
  • The company introduces an ERP system upgrade - SAP
  • Edita acquires HTT brands (Hohos, Twinkies and Tiger Tail) in Egypt, Libya, Jordan & Palestine

2012

  • Edita launches wafer products - Freska
  • Edita builds a production plant in Polaris Industrial Park (E-07) in 6th October City to meet increased demand

2011

  • Edita undergoes a rebranding campaign including launching its new logo
  • Sales cross the EGP 1 billion mark
  • Edita enters the candy market with MiMix, building a production facility (E-15) in the city of Beni Suef dedicated to candy products

2010

  • Launch of the TODO family
  • Introduction of handheld online recording and receipt computers from Motorola

2009

  • Edita introduces Dynamics Great Plains ERP (an ERP system integrating all business processes and providing business intelligence).

2006-09

  • Edita achieves world class safety certifications including HACCP, ISO 22000, ISO 9001, ISO 18001

2005

  • Management restructuring

2003

  • Edita purchases & upgrades the Hostess factory (E-10) in 10th of Ramadan City and enters the snack cakes market manufacturing under international license

2000

  • Bake Rolz introduced into Egypt

1997

  • Molto chocolate-filled croissants introduced into Egypt

1996

  • Edita is founded and begins construction of the E-06 Plant in 6th of October City

Edita’s reputation for quality and affordability has led to the company commanding leading positions in all five of its market segments.

Cakes *


  • Produces rolled, filled and layered cakes as well as the market’s first, long shelf life brownies
  • 27 SKUs
  • 2013-2017 revenue CAGR of 11%.
  • Markets: MENA including Egypt, Libya, Gaza & West Bank, Jordan, Syria, Lebanon, Iraq, KSA, UAE, Kuwait, Yemen, and Sudan
  • Brands: TODO, HoHo’s Twinkies, Tiger Tail

Egypt’s cake market is a relatively mature sector, accounting for c. 10% of the total snack foods market.

Croissants *


  • Produces sweet, savory croissants and strudels
  • 20 SKUs
  • 2013-2017 revenue CAGR of 19%
  • Markets: Egypt, Libya, Gaza & West Bank, Jordan, Lebanon, Iraq
  • Brands: Molto 

The packaged croissants sector is the fastest-growing segment of Egypt’s snack foods market. It is a relatively young and concentrated market, with Edita’s Molto being the first branded product, introduced only in 1996.

Salty Snacks (Rusks) *


  • Produces baked wheat salty snacks
  • 18 SKUs
  • 2013-2017 revenue CAGR of 30%
  • Markets: Egypt, Gaza, Jordan, Lebanon, Iraq, Oman, Yemen, Mauritius, Kenya, and Angola
  • Brands: Bake Rolz and Bake Stix

The salty snacks segment represents Egypt’s most frequently consumed snack food category, accounting for approximately 41.7% of all snacks consumption in the country, as well as being one of the industry’s most mature segments.

Within the salty snacks market, Edita competes in the relatively smaller but fast-growing rusks segment. Through its Bake Family products, the company has managed to penetrate this market, characterized by having higher barriers to entry, through positioning the Bake Family as a baked product that is healthier than the traditional fried snacks.

Wafers *


  • Produces coated and uncoated wafers
  • 13 SKUs
  • 2013-2017 revenue CAGR of 33%
  • Markets: Egypt, Gaza & West Bank, Jordan, Lebanon, Iraq, UAE, Oman, Yemen, Mauritius, Sudan, Djibouti, Angola, Pakistan, and Morocco
  • Brands: Freska

The Wafers segments has a high-growth profile due to frequent and high consumption patterns, although the segment currently contributes only 9% of the total snack foods market.

Candy *


  • Produces hard, soft, jelly candy and lollipops
  • 23 SKUs
  • 2013-2017 revenue CAGR of 68%
  • Markets: Egypt, Jordan, Lebanon, Iraq, and Angola
  • Brands: MiMix

Candies are Egypt’s slowest-growing snacks foods segment. This segment is highly fragmented, with c. 40% of the market captured by small players.

* All figures are as at end 2017. Market data is from AC Nielsen; Brand awareness figures are from IPSOS.

Edita’s supply chain is the lynchpin of the company’s operational model. In compliance with the highest international industry standards, Edita implements the internationally recognized Sales & Operational Planning process as it pertains to its supply chain, ensuring that planning, purchasing and logistics work streams are synchronized, streamlined and carried out in close coordination.

The effort the company puts into production planning, purchasing and the integration of the distribution function into overall operations are key strengths that set Edita apart from our peers.

The quality of materials determine the quality of our products, and Edita has a number of processes and policies in place to ensure that only the highest quality, freshest materials are used. Materials are sourced from both domestic and international suppliers, with 77% of all materials sourced locally, with the balance coming from suppliers from countries ranging from North America to Europe to the Middle East. All suppliers, both domestic and international, must adhere to Edita’s strict quality standards.

For sourcing inputs, a key part of the company’s overall strategy is to avoid relying on a sole supplier to obtain raw materials so as to reduce any potential leverage a certain supplier might have on the company; whether in terms of pricing, quality or delivery. Likewise, the company seeks to keep supplies secure by working only with proven responsible and reliable suppliers.

Edita boasts four state-of-the-art production facilities, encompassing 29 production lines. Three of our production facilities are located in 6th of October, one in 10th of Ramadan City and one in Beni Suef industrial zone to the south of Cairo. Each facility is managed by a plant manager who is fully responsible for meeting production plans while maintaining Edita’s high standards. A quality manager is also present in each facility. This department employs more than half of Edita’s 6,000 staff members.

Our laboratories are among the most important areas within our facilities: We not only develop our market-leading products, but do so through the application of international-standard manufacturing practices to inspect, receive and handle ingredients as well as producing and handling finished products prior to going to market and performing continuous testing to guarantee shelf life.  

In April 2015, Edita acquired c. 55,000 square meters of land in 6th of October City’s Polaris Al-Zamil district, in close proximity to its E07 plant, to build a new factory. Inaugurated in July 2017 with the commissioning of its first production line and employing 22 workers, the new E08 factory will allow Edita the capacity to satisfy the increasing market and manufacture the new Hostess Brands products which it recently acquired. The E08 facility will be home to c.11 new production lines for the manufacture of Croissants, Cakes, Wafers, Rusks and Candy.

6th October City E-06

Began Operations In:
1997
Produces:
Croissants, cakes, and baked snacks
# of Lines:
10
Total Land Area:
33,638 sqm
Total Built-Up Area:
22,065 sqm
Certifications:
  • Food Safety Management System (ISO 22000)
  • Quality Management System (ISO 9001)
  • Environmental Management System (ISO 14001)
  • Occupational Health and Safety Management System (OSAS 18001)

10th of Ramadan E-10

Acquired by Edita In:
2003
Produces:
Cakes
# of Lines:
4
Total Land Area:
11,733 sqm
Total Built-Up Area:
7,592 sqm
Certifications:
  • Food Safety Management System (ISO 22000)
  • Quality Management System (ISO 9001)
  • Environmental Management System (ISO 14001)
  • Occupational Health and Safety Management System (OSAS 18001)

Beni Suef E-15

Began Operations In:
2011
Produces:
Hard Candy, Soft Candy, Jelly, and lollipops
# of Lines:
4
Total Land Area:
25,611 sqm
Total Built-Up Area:
11,525 sqm
Certifications:
  • Food Safety Management System (ISO 22000)
  • Quality Management System (ISO 9001)
  • Environmental Management System (ISO 14001)
  • Occupational Health and Safety Management System (OSAS 18001)

6th October City E-07 (Hall A& B)

Began Operations In:
2012
Produces:
Croissants, cakes, wafers, and rusks
# of Lines:
9
Total Land Area:
50,000 sqm
Total Built-Up Area:
30,500 sqm
Certifications:
  • Food Safety Management System (ISO 22000)
  • Quality Management System (ISO 9001)
  • Environmental Management System (ISO 14001)
  • Occupational Health and Safety Management System (OSAS 18001)

6th October City E-08

Began Operations In:
2017
Produces:
Wafers and  Donuts
# of Lines:
2 installed, 9 upcoming
Total Land Area:
55,000 sqm
Total Built-Up Area:
36,000 sqm
Certifications:
  • Food Safety Management System (ISO 22000)
  • Quality Management System (ISO 9001)
  • Environmental Management System (ISO 14001)
  • Occupational Health and Safety Management System (OSAS 18001)

Research & Development

Our specialist R&D department identifies new product opportunities based on consumer research and was instrumental in introducing new snack product categories in Egypt, including packaged croissants and rusks. Through the work of our R&D department at the laboratories, Edita has successfully introduced seven brands to the Egyptian market since 1997 and has coordinated 100 SKU launches and 40 SKU de-listings since 2010.

Edita has an extensive, streamlined and effective distribution platform of 21 distribution centers covering 27 governorates, giving the company an unrivalled reach, allowing us to efficiently serve more than 66,800 direct retail and wholesale customers. This network offers Edita a solid underpinning for expansion.

Key Facts

  • 21

    Distribution Centers

  • 27

    Footprint of governorates

  • 603

    Distribution vehicles

  • 1,081

    Highly qualified sales force

  • 492

    Sales representatives