Edita Food Industries was established in 1996 by the Berzi family and holds a leading market share in each of its seven segments that span the Egyptian snack food market, including the cake, croissants, rusks (baked wheat), wafers, candy, biscuits, and frozen baked product segments. Today, Edita is one of the leading Fast Moving Consumer Goods (FMCG) companies in Egypt and the Middle East with c.7,000 employees and more than 125 SKUs (Stock Keeping Units).  The company is well known for its consistently high-quality products and strong brands including Molto, TODO, Bake Rolz, Bake Stix, Mimix, Freska, HOHO’s, Twinkies, Tiger Tail and Oniro. 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 17 other countries worldwide.

Edita’s reputation for quality and affordable pricing strategy has led to the company holding positions in five of its market segments: ranking first at its cakes, bakery, and rusk segments, second at the wafer segment, and third at the candy segment . As such, Edita has become a leader in the Egyptian snack food market 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	Frozen
Brands
FY23 Market Share Rank	#1	#1	#1	#2	#2	new segment

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 all our production facilities having received the following 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), Food Safety System Certification (FSSC 22000), National Food Safety Auditor (NFSA) certification and the HALAL food certification.

Edita boasts seven state-of-the-art production facilities, encompassing 34 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 7,000 staff members.

Edita also places great importance on research and innovation activities, viewing it as a key pillar of its growth strategy going forward. Edita will continue to utilize its R&I capabilities to develop in-house offerings and complement its roadmap of launching new products. 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&I 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 9% of the company’s total sales in FY2023. Key export markets include Iraq, Palestine, and Libya which together constituted more than 70% of total exports in FY2023. 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 Trade and Distribution currently boasts an expansive sales and distribution network, featuring 55,000 points of sale, 26 distributions centers, 1,065 fleets, and 900 sales representatives. 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 currently boasts a wholesale to retail ratio of 50:50, exemplifying its strong control and leading position in the market. 

OUR STRATEGY

• Increase our penetration of the Egyptian snack food market and expand our customer base while diversifying our revenue streams
• 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

• Setting the benchmark of snacking with our high quality, innovative products.

Mission

• Together, spreading joy through trusted brands.

Core Values

• Trust: We believe in Mutual Trust, we trust in our people; our biggest asset, and believe in their contribution to the growth of our organization and they in turn trust in our company to develop and nurture their potential to achieve their career goals.
• Responsibility: Responsibility towards our stakeholders and community as well as commitment to quality are pivotal to our strategy and operations.
• Innovation: Innovation is what defines and leads us as a company. 
• Teamwork: Teamwork is core, we believe that the power of “We” is key to achieve our goals.

   

Legal Structure

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

Founded in 1996, Edita has capitalized on its strong reputation for quality and affordability to become the leading snack food company in Egypt.

Edita's unwavering commitment to quality and affordability has not only solidified its reputation but also positioned the company as a leader in all six of its well-established market segments. The strong brand equity that Edita has built over the years played a pivotal role in the company's successful entry into Egypt's biscuit market in 2020 and its recent penetration of the untapped frozen food segment.

* All figures are as at end 2022. 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 82% 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 seven state-of-the-art production facilities, encompassing 34 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 7,000 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.  

On the regional expansion front, Edita successfully completed the construction of its first overseas production facility in Morocco and has two operating production lines.

Edita has an extensive, streamlined and effective distribution platform of 26 distribution centers covering 27 governorates, giving the company an unrivalled reach, allowing us to efficiently serve more than 65,000 direct retail and wholesale customers. This network offers Edita a solid underpinning for expansion.