Edita Food Industries launches Twinkies Zig Zag and coffee-flavoured HoHos, expanding its cakes portfolio

The launches fall directly in line with the company’s strategy to optimize its product mix with new propositions to capture increasing demand

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 two new SKUs under its leading cakes segment – Twinkies Zig Zag and coffee-flavoured HoHos — to enhance its value propositions in the cake segment and continue to solidify its leadership position in the Egyptian snack food market.

Twinkies Zig Zag, a new product under Edita’s household Twinkies brand, is a golden sponge cake with a creamy filling, topped with raspberry jelly and coconut and will retail for EGP 2 per pack. Twinkies Zig Zag follows the successful launch of other propositions under the Twinkies line, including two flavors of Twinkies Icing, and three flavors of Twinkies Extra.

The new coffee-flavoured HoHos, a rolled chocolate cake with coffee filling and cocoa coating, also retailing for EGP 2 per pack, is the latest flavour under the HoHos line, expanding the brand’s portfolio to a total of five flavours, including coated and uncoated offerings.

Leveraging its research and development capabilities to launch new products that conform to consumer tastes and market trends, the new SKU launch forms part of Edita’s strategy to enhance is portfolio of offerings as it works to consistently stimulate demand across its existing segments. The launch is also underpinned by extensive above- and below-the-line marketing. Edita’s cakes segment, which continues to be the largest contributor to revenues amounting to 43.4% as of 9M2019, spans four distinct brands: Twinkies, HoHos, Tiger Tail, and Todo, all of which have grown to become household names with strong brand equity.