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 as well as the market’s first, long shelf life brownies
  • 35 SKUs
  • 2012-2016 revenue CAGR of 6.9%.
  • Markets: MENA including Egypt, Palestine, Iraq, Libya, Jordan, Lebanon, Syria, Saudi Arabia, Sudan, Dubai, Yemen, Kuwait, Bahrain, Djibouti, Russia
  • Brands: TODO, HoHo’s, Twinkies, Tiger Tail

Egypt’s cake market is a relatively mature sector, accounting for c. 10% of the total snack foods market.

Croissants

 

  • Produces sweet, savory croissants and strudels
  • 15 SKUs
  • 2012-2016 revenue CAGR of 21.1%
  • Markets: Egypt, Palestine, Iraq, Libya, Jordan, Lebanon, Syria, Sudan, Kuwait, Djibouti, and Kenya
  • Brands: Molto

The packaged croissants sector is the fastest-growing segment of Egypt’s 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
  • 16 SKUs
  • 2012-2016 revenues CAGR of 20.6%
  • Markets: Egypt, Jordan, Palestine, Lebanon, Oman, Sudan, Dubai, Nigeria, and Kenya
  • Brands: Bake Rolz and Bake Stix

The salty snacks segment represents Egypt’s most frequently consumed snack food category, accounting for approximately 41.7% 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 coated and uncoated wafers
  • 5 SKUs
  • 2012-2016 revenue CAGR of 84.5%
  • Markets: Egypt, Palestine, Lebanon, Saudi Arabia, Sudan, Yemen, Nigeria, Kuwait, Djibouti, and Russia
  • Brands: Freska

The Wafers segments has a high-growth profile due to frequent and high consumption patterns, although the segment currently contributes only 9% of the total snack foods market.

Candy

 

  • Produces hard, soft, jelly candy and lollipops
  • 19 SKUs
  • 2012-2016 revenue CAGR of 46.7%
  • Markets: Egypt, Jordan, Saudi Arabia, Sudan, and Lebanon
  • Brands: MiMix

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

* All figures are as at year-end 2016. 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 27 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 of Edita’s 5,680 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 76% 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, Rusks
    # of Lines: 10
    Total Land Area: 33,638 sqm
    Total Built-Up Area: 22,065 sqm
    Total Staff: 1,283

    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

    Acquired by Edita In: 2003
    Produces: Cakes
    # of Lines: 4
    Total Land Area: 11,733 sqm
    Total Built-Up Area: 7,592 sqm
    Total Staff: 785

    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, and lollipops
    # of Lines: 4
    Total Land Area: 25,611 sqm
    Total Built-Up Area: 11,525 sqm
    Total Staff: 261

    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)
  • 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: 30,500 sqm
    Total Staff: 1,121

    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 27 governorates, giving the company an unrivaled reach, allowing us to efficiently serve more than 67,000 retail and wholesale customers. This network offers Edita a solid underpinning for expansion.

  • 21

    Distribution Centers

  • 27

    Governorates

  • 577

    Distribution Vehicles

  • 1,097

    Highly qualified employees

  • 488

    Sales representatives

  • 67,000

    Wholesale and Retail Customers