Best Biscuits Maroc completes expansion of its Had Soualem factory
The project was initially projected to be completed by 2024 in three phases at a cost of MAD 350 million (about US$35.5M).
MOROCCO – Best Biscuits Maroc (BBM), one of the largest manufacturers of baked goods in Morocco, has announced an expansion of its Had Soualem factory which is expected to increase production capacity by 50%.
With the extension, the total operating space of Best Biscuits’ production units will reach 15,000 square meters, creating 700 direct jobs and an estimated 3,500 indirect jobs once the facility is fully operational.
The event attracted top government officials, including Industry and Trade Minister Ryad Mezzour, BBM President El Hachmi Boutgueray, and various local dignitaries.
The ceremony marked a significant milestone in the company’s broader aim of advancing Moroccan industry and showcasing the country’s manufacturing prowess on a global stage.
Best Biscuits Maroc manufactures products under the Excelo brand, and the expanded facility will produce Excelo’s chocolate biscuits, wafers, and sponge cakes.
The chocolate biscuit brands include Palermo, Marko, and Biggy, while the wafer brands are Capri and Silvia. The main sponge cake brand is Mary Trini.
This expansion is the third major investment made by parent company Anouar Invest in Best Biscuits since 2015. The extension process began in 2022, with the overall cost exceeding MAD 420 million (approximately US$45.2M).
The project was initially projected to be completed by 2024 in three phases at a cost of MAD 350 million (about US$35.5M).
During the ceremony, Minister Mezzour emphasized that this development exemplifies Morocco’s industrial progress and the national strategy to reduce reliance on imported goods. He praised the initiative as a model of effective public-private collaboration, contributing to the country’s industrial independence and creating high-quality employment opportunities.
The inauguration also served as the backdrop for the signing of a new investment agreement between BBM and the Ministry of Industry and Trade.
Valued at MAD 275 million (approximately US$74 million), this deal will fund the construction of another production facility focused entirely on innovation in wafer, biscuit, and sponge cake manufacturing.
This move underscores BBM’s commitment to research and development as well as its ambition to be a leader in product innovation.
Operating from a high-efficiency industrial hub in Had Soualem, BBM has developed a network of integrated units that align with the growing production demands.
While strengthening its presence in the domestic market, the company is also enhancing its export strategy, particularly in the chocolate segment, where it is beginning to establish a foothold.
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