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, is pleased to announce the start of operations at its subsidiary, Edita Frozen Food Industries with the launch of its newest frozen baked products line, Molto Forni.
Molto Forni is an extension of Edita’s flagship brand Molto, a household name allowing Edita to capitalize on its strong brand equity, innovation, and knowhow.
Under the frozen food segment, Edita will introduce a range of new frozen products tailored for “consumption at home”, an extension to its traditional on-the-go snack packages and providing customers with a fresh and exciting way to savour baked goods.
The launch of Molto Forni and penetration of the frozen bakery segment comes on the heels of a new business acquisition, which gave the company full possession of assets – including two production lines, machinery, and land property. Edita was successful in quickly upscaling the new assets and bringing them up to the company’s high operating and quality standards, adding new line
extensions and expanding distribution capacity to cater for the sale of frozen products.
The frozen food segment will kick-off with the launch of the baked goods line: Molto Forni, encompassing two subcategories: frozen croissant and puff pastry products. The initial release of 8 SKUs will include plain frozen croissant variants offered in two sizes (6 pcs and 12 pcs) and puff pastry products available in two sizes (6 pcs and 12 pcs) with three savoury filling flavors: white
cheese, white cheese & olives, and Roumy cheese.
Commenting on the launch of Molto Forni, Edita Chairman Eng. Hani Berzi said: “Our venture into the frozen food sector falls right within our growth strategy of expanding into new segments and diversifying our revenue streams. We are very excited to market this new chapter in our growth story only four months after completing our 100% acquisition, and we look forward to replicating our success stories of innovating and growing in this nascent market under our new Molto Forni line.”