Edita Food Industries introduces HOHOs Family Roll to its product catalogue

EGYPT – Edita Food Industries has announced the launch of the HOHOs Family Roll, an expansion of the company’s HOHOs brand, designed to cater to families with a larger, shareable snacking option.

At an accessible price point of EGP 18 (US$0.36) per pouch, the HOHOs Family Roll comes in three flavors: chocolate, vanilla, and strawberry, thus providing a diverse range that appeals to different consumer tastes. 

 “By entering a new price point, we aim to address the evolving preferences of our customers while maintaining the quality and indulgence associated with the HOHOs brand,” the company stated.

The introduction of the HOHOs Family Roll is part of Edita’s dedication to continuous innovation and its focus on addressing the dynamic needs of Egypt’s growing snack food market.

Edita has also enhanced its production capacities for an efficient rollout of the new product across its extensive distribution network.

This investment in production not only ensures that the company can meet anticipated demand for the HOHOs Family Roll but also sets it up for future growth and innovation within the cakes category.

Edita Food Industries S.A.E is a leader in Egypt’s packaged snack food market and is listed on both the Egyptian Exchange (EFID.CA) and the London Stock Exchange (EFID.L).

Founded in 1996 and headquartered in Egypt, Edita Foods manufactures, markets and distributes a range of branded baked snack products including packaged cakes, bakery, rusks (baked wheat), wafers and biscuits as well as selected confectionary/candy products.

The cakes segment in the company last year saw revenues climb by 33.1% year-on-year (y-o-y) to EGP 2,012.5 million (US$43M) driven by a 29.4% increase in the average price per pack and a 2.8% rise in packs sold.

In line with its growth strategy, Edita made several key operational advancements. The company expanded its distribution fleet and sales force, adding 150 vehicles and 230 new employees in Q1 2024.

It also secured a long-term loan agreement with Banque Misr, obtaining EGP 990 million (US$21M) over eight years to fund production line expansions, including a new bakery line expected to be operational by Q3 2024.

The new product represents Edita’s dedication to delivering on its brand promise of combining indulgence with value, while simultaneously catering to the needs of Egypt’s family-oriented consumers.

With the launch of the HOHOs Family Roll, the company cements its position as a major player in delivering high-quality, value-added snacking options tailored to modern lifestyles.

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