Edita Food Industries S.A.E. (EFID.CA on the Egyptian Exchange and EFID.LA on the London Stock Exchange), a leader in the Egyptian packaged snack food market, announced today the rebranding of its Twinkies line of filled cakes. The rebranding of Edita’s Twinkies line is part of the Company’s efforts to enhance its packaging and to consistently stimulate demand across its existing segments. Coming after Edita’s highly successful rebranding of its flagship HOHOs brand name, the initiative leverages Edita’s research and development capabilities to update the line’s branding in a manner that conforms to consumer tastes and communicates a modern and approachable theme.
Separately, Edita is also launching upsized Twinkies SKUs priced at a higher price point of EGP 3.00 per pack, capitalizing on its leadership in the filled cakes segment. The new price point will be introduced across the Twinkies Cream, Twinkies Flavors (strawberry and chocolate) and Twinkies Icing (chocolate and vanilla) product families. Slated for launch by early November, the new SKUs follow on the successful rollout of Edita’s upsized Twinkies Cream SKU, priced at EGP 2.00 per pack, in 2020 and are in line with the Company’s portfolio optimisation and repricing strategies. The launches will be accompanied by a full-fledged marketing campaign, leveraging the concurrent rebranding of the Twinkies line.
Edita’s cakes segment, which continues to be the largest contributor to consolidated revenues at 41.5% as of 1H2021, spans four distinct brands: Twinkies, HOHOs, Tiger Tail, and TODO, all of which have grown to become household names with strong brand equity.