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 Molto Mini Magnum SKU, retailing at EGP 5 per pack. The new product is currently offered in chocolate and hazelnut cream flavour.
The new SKU launch is part of Edita’s efforts to migrate consumers towards higher price-points while offering higher value-for-money propositions which cater to their evolving tastes and strengthen the Company’s leadership position in its core bakery market. This latest launch follows the successful rollout of Edita’s Molto Magnum and Molto Sandwich product lines in 2020, both of which have quickly become consumer favourites.
Edita’s bakery segment was the standout performer in 2020, contributing to the lion share of the company’s topline in 3Q2020 at 42.7%. Edita is a pioneer in the segment having introduced the first packaged croissant brand in Egypt. It has since grown to command a leadership position in the market with over 30 innovative SKUs produced under its flagship Molto brand.