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 new HOHOs Extreme priced at EGP 3 per pack. HOHOs Extreme is an upsized variation of Edita’s traditional HOHOs Cream, offering consumers greater value-for-money thanks to the new product’s increased size and extra filling.
The launch of the upsized SKU is in line with Edita’s strategy to migrate consumers to higher price points while catering to their evolving tastes and preferences. Through the strategic rollout of products like the new HOHOs Extreme, Edita continues to solidify and expand its leading position in its core cakes market, while capturing the significant growth opportunities offered by the filled cake sub segment.
Edita’s cakes segment, which continues to be the largest contributor to revenues alongside the bakery segment, spans four distinct brands: Twinkies, HOHOs, Tiger Tail, and TODO, all of which have grown to become household names with strong brand equity. Throughout 2020, new product launches at the company’s cake segment including new upsized HOHOs Cream and uncoated HOHOs, HOHOs Coffee, Twinkies Zigzag, upsized Twinkies Cream, and TODO Max, helped the company further expand its market share within the cakes segment.