Edita Food Industries launches new Breeze candy under flagship MiMix brand

The launch of the Breeze brand is the latest in Edita’s efforts to expand its market share and solidify its leadership in the fast-growing, and increasingly competitive Egyptian candy market

Edita Food Industries S.A.E. (EFID.CA on the Egyptian Exchange and EFID.L on the London Stock Exchange), a leader in the Egyptian packaged snack food market, announced today the launch of its latest product range of hard candies under its new Breeze brand. Breeze will be offered in mint, orange mint and cherry mint flavors and retail for EGP 2 per pack.

The launch of the Breeze brand is the latest in Edita’s efforts to expand its market share and solidify its leadership in the fast-growing, and increasingly competitive Egyptian candy market, which, as of December 2018, has witnessed a total market growth of 83.2% y-o-y to reach EGP 1,233 million. As of April 2019, Edita held a total market share of 9.5%, with the candy segment making up 4% of the company’s total revenue.

The positive results hinge on Edita’s diverse product mix of quality candies, having launched earlier this year its BonBon brand of confections, a line of juice-filled stick candies. The launches are central to Edita’s growth strategy as it works to expand the breadth of its candy lines and capture a wider customer base through the introduction of innovative products tailored to the needs of the market.