Edita Food Industries launches two upsized HOHOs SKUs

The launch complements Edita’s strategy of optimising its product mix and migrating consumers to higher price points while giving them higher value for money and catering to their evolving tastes

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 upsized HOHOs SKUs, both retailing at EGP 2 per pack.

Offered in uncoated chocolate and strawberry flavours, the launch falls under the company’s strategy to satisfy consumer needs while offering higher value-for-money propositions. This latest launch follows a series of new SKU rollouts at Edita’s cake segment which started with the launch of TODO Max in late 2019, and was later followed by the launch of the new HOHOs Coffee, Twinkies Zigzag, upsized HOHOs Cream and upsized Twinkies Cream during the first six months of 2020.

Edita’s cake segment, which in the first quarter of 2020 continued to make up the lion share of the company’s topline at 46%, spans four distinct brands: Twinkies, HOHOs, Tiger Tail, and TODO, all of which have grown to become household names.