Edita Food Industries launches new cake offering HOHOs Mix

HOHOs Mix, a newly launched SKU marks Edita’s latest addition to its market-leading cake offering and introduces a new price point of EGP 5 within the segment

Edita Food Industries S.A.E. (EFID.CA on the Egyptian Exchange & EFID.L on the London Stock Exchange), a leader in the Egyptian packaged snack food market, announced today the launch of its latest cake product, HOHOs Mix. Sold under Edita’s HOHOs brand, HOHOs Mix is a chocolate coated, chocolate cake filled with vanilla and cocoa cream.

HOHOs Mix retails at EGP 5 per pack, a new price point within the segment, capitalizing on its leadership in the filled cakes segment. The new launch is in line with Edita’s strategy to offer greater value-for-money and cater to evolving tastes and preferences.

The launch is being accompanied by a marketing campaign which includes a television advertisement that can be viewed here: https://www.youtube.com/watch?v=kEbPMefXBxQ

The cakes segment is one of Edita’s core offerings and continues to be the largest contributor to revenues, generating 50.2% of revenue in 2Q2022. The company’s products fall under four distinct brands: Twinkies, HOHOs, Tiger Tail and TODO, all of which have grown to become household names with strong brand equity. The optimized portfolio has helped the company further expand its market share within the cakes segment.