Cairo, 1 February 2018
Edita Food Industries S.A.E. (EFID.CA on the Egyptian Exchange and EFIFq.L on the London Stock Exchange), a leader in the Egyptian packaged snack food market, announced today the commissioning of its first new product of 2018, a mini muffin range that will include both chocolate and vanilla muffins filled with chocolate chips under its proprietary TODO brand. The release of additional variants on this product is planned for the future.
TODO Mini Muffins will be priced under EGP 5 and are part of Edita’s cake segment, a key contributor to company revenues in 2017.
“We are starting the year off strong with the launch of this product that will be part of our cake segment, said Edita Chairman and Managing director Hani Berzi, commenting on the news. “Our strategy of catering to the mass market with an exciting and diverse array of products served us well as we recovered from economic challenges and defended our market share in 2017. Products like TODO Mini Muffins will help us to stimulate and create new demand, and execute on our strategy of expansion.”