Edita Food Industries partners MIFAD to boost Oniro biscuit production amid rising demand

EGYPT – Edita Food Industries, one of Egypt’s leading packaged food manufacturers, has entered into a strategic partnership with Misr Food Additives (MIFAD) to significantly ramp up the production of its flagship biscuit brand, Oniro.

This collaboration will see Edita utilize MIFAD’s state-of-the-art production facilities, which is expected to support the company in meeting the surging demand for its popular biscuit products in Egypt.

According to Edita, the move would double the company’s annual biscuit production and enhance cost efficiency. It is also poised to position Edita to significantly expand its market share in a segment that has achieved a 40% CAGR over the past three years.

Eng Ahmed Samy, CEO of Edita Food Industries and Bakery Business unit, commented on the agreement, saying that with MIFAD’S support, Edita can achieve efficiency quickly while maintaining the highest quality standards.

This collaboration will significantly enhance our market penetration in new segments of the biscuit industry,” he noted.  

Edita launched the Oniro brand in 2020. It has rapidly gained popularity among Egyptian consumers and is now a key player in the country’s biscuit market.

The partnership with MIFAD is expected to bolster Edita’s production capacity and allow the company to better cater to the increasing consumer preference for the Oniro biscuits.

Eng Hani Berzi, Group Chairman and CEO of Edita Food Industries, commented;

Our partnership with MIFAD is a pivotal step in Edita’s ongoing strategy to diversify revenue streams and increase its presence across smaller, nascent segments. It enables us to expand our product portfolio and capture a greater share in the market, perfectly aligning with our long-term version of leading the biscuit segment.”

Edita’s interest in expanding its influence in Egypt’s biscuit market has been part of its growth strategy. In March 2024, Edita had reportedly been interested in acquiring Bisco MisrEgypt’s largest biscuit company Bisco Misr.

Bisco Misr had long been owned by Kellanova, which acquired an 86% stake in the company in 2015. However, in September 2024, following Mars’ announcement to acquire Kellanova, Kellanova sold its majority stake to the UAE-based Hayel Saeed Anam Group (HSA).

Despite this shift in Bisco Misr’s ownership, Edita remains focused on expanding its product lines and market presence. The company has demonstrated consistent growth over the years, evidenced by the completion of several key investments and acquisitions.

In 2020, Edita built its first production facility in Morocco in partnership with Dislog Group. The factory, which cost MAD203 million (US$20.6 million), began producing its wafer brand HOHO in December 2021. Furthermore, in 2023, Edita acquired Fancy Foods, a leading manufacturer of frozen baked goods, for EGP380 million (US$12.3 million), further strengthening its position in the frozen food market.

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