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 its newly added SKU, an upsized HOHOs Cream priced at EGP 2 per pack.
The new SKU is part of Edita’s price point segmentation strategy to better cater to its consumer’s preferences and offer higher value-for-money propositions, strengthening its leadership position in its core cakes market.
Edita is also capitalizing on its flagship HOHOs brand name, and has rebranded the uncoated Mini HOHOs SKUs to enhance its packaging as it works to consistently stimulate demand across its existing segments.
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.
The new additional upsized HOHOs cream along with the rebranded Mini HOHOs fall under the company’s strategy to enhance its offerings in the cake market and offer consumers more value-for-money