Our Segments

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
  • 21 SKUs
  • 2012-2015 revenue CAGR of 9.2%.
  • Markets: MENA including Egypt, Iraq, Libya, Jordan, Palestine, Syria, Yemen, Oman, Saudi Arabia, Kuwait, Morocco, Tunisia, Lebanon
  • Brands: TODO, HoHo’s Twinkies, Tiger Tail

Egypt’s cake market is a relatively mature sector, accounting for c. 9.7% of the total snack foods market. In FY2015, the cake segment grew by 14.4% to EGP 1,699 million with the market being primarily characterized by low fragmentation, and Edita being the dominant player.

Croissants

 

  • Produces sweet, savory croissants and sweet Pate
  • 15 SKUs
  • 2012-2015 revenue CAGR of 32.9%
  • Markets: MENA including Egypt, Iraq, Libya, Jordan, Palestine, Yemen, Lebanon, and Tanzania
  • Brands: Molto

The packaged croissants sector is the fastest-growing segment of Egypt’s snack foods market, growing at 50.8% in FY2015 to EGP 860 million and accounting for c. 5% of the total snack foods market. It is a relatively young and concentrated market, with Edita’s Molto being the first branded product, introduced only in 1996.

Rusks

 

  • Produces baked wheat salty snacks
  • 14 SKUs
  • 2012-2015 revenues CAGR of 10.3%
  • Markets: MENA including Egypt, Iraq, Libya, Jordan, Palestine, Yemen, Syria, Lebanon
  • Brands: Bake Rolz and Bake Stix

The salty snacks segment represents Egypt’s most frequently consumed snack food category, accounting for approximately 45% 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 filled wafers
  • 5 SKUs
  • 2012-2015 revenue CAGR of 164.6%
  • Markets: MENA including Egypt, Jordan, Palestine, Syria, Yemen, Saudi Arabia, Kuwait, Morocco, Lebanon
  • Brands: Freska

The Wafers segments has a high-growth profile due to frequent and high consumption patterns, although the segment currently contributes only 10% of the total snack foods market. The segment is highly fragmented market, with c. 50% of the market captured by small players.

Candy

 

  • Produces hard, soft and jelly candy
  • 18 SKUs
  • 2012-2015 revenue CAGR of 81.5%
  • Markets: MENA including Egypt, Jordan, West Bank, Saudi Arabia, Lebanon, and Kenya
  • Brands: MiMix

Candies are Egypt’s slowest-growing snacks foods segment, and account for only 3.4% of the total market currently. This segment is highly fragmented, with c. 40% of the market captured by small players.

* All figures are as at year-end 2015. Market data is from AC Nielsen; Brand awareness figures are from IPSOS.

Our Supply Chain

Edita’s supply chain is the lynch pin 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.

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.

A Highly Integrated Supply Chain

Supply-Chain

 

Our Facilities

Edita boasts four state-of-the-art production facilities, encompassing 26 production lines. Two 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 (c.3,699) of Edita’s 5,542 staff members.

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

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 produce and handle finished products prior to their going to market and perform continuous testing to guarantee shelf life.

  • 6th October City

    6th October City

    Began Operations In: 1997
    Produces: Croissants, Cakes, Baked Snacks
    # of Lines: 10
    Total Land Area: 33,638 sqm
    Total Built-Up Area: 21,865 sqm
    Total Staff: 1,430

    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

    10th of Ramadan

    Qcquired by Edita In: 2003
    Produces: Cakes
    # of Lines: 4
    Total Land Area: 11,733 sqm
    Total Built-Up Area: 7,392 sqm
    Total Staff: 775

    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

    Beni Suef

    Began Operations In: 2011
    Produces: Hard Candy, Soft Candy, Jelly
    # of Lines: 3
    Total Land Area: 25,611 sqm
    Total Built-Up Area: 5,378 sqm
    Total Staff: 204

    Certifications:

    • Food Safety Management System (ISO 22000)
    • Quality Management System (ISO 9001)

    Certifications in Progress:

    • Environmental Management System (ISO 14001)
    • Occupational Health and Safety Management System (OSAS 18001)
  • Polaris Industrial Park

    Polaris Industrial Park

    Began Operations In: 2012
    Produces: Croissants, Cakes, Wafers and Rusks
    # of Lines: 9

    Total Land Area: 50,000 sqm
    Total Built-Up Area: 12,500 sqm + 18,000 for Hall B
    Total Staff: 1,290

    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)

CAPACITY ADDITIONS

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. 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. 10-11 new production lines and could begin operations as early as 2017.

RESEARCH & DEVELOPMENT

Edita maintains an R&D operation responsible for continual product innovation, working closely with the marketing department as well providing technical support for our production facilities. Edita’s research and development department comprises around 15 specialists responsible for new product development as well as maintenance and enhancement of existing products. Our research laboratories are located within our factories, with the facilities having been recently expanded in our E07 factory premises. Our laboratories are among the most important areas within our facilities, where 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.

Our Footprint

Edita has an extensive, streamlined and effective distribution platform of 21 distribution centers spread across 17 governorates, giving the company an unrivaled reach, allowing us to efficiently serve more than 58,000 direct retail and 5,200 direct wholesale customers. This network offers Edita a solid underpinning for expansion.

  • 21

    Distribution Centers

  • 17

    Governorates

  • 544

    Distribution Vehicles

  • 1,003

    Highly qualified employees

  • 482

    Sales representatives

  • 64,500

    Wholesale and Retail Customers