Edita Food Industries launches new Todo Max

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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 latest cake product, Todo Max, under its flagship Todo brand line of cakes.

Todo Max, a layered cake, is set to retail for EGP 2 per pack and will be available in four different flavors including cocoa-filled and coated chocolate cake, cocoa-filled and coated vanilla cake, vanilla cake with strawberry jelly and cream filling, and white chocolate coated vanilla cake with strawberry jelly and cream filling.

The launch of Todo Max forms part of Edita’s strategy to capitalize on its position as the leading producer in the Egyptian cakes market, with a market share of more than 46% as of August 2019. As the most mature of its segments, Edita’s cakes line of business is the company’s biggest contributor to its total revenue, amounting to almost 45% of total revenues at 9M19.

Edita’s portfolio of cake products is among the most recognizable in the market and includes traditional rolled, filled and layered cakes as well as the market’s first long shelf-life brownies, and muffins, under four distinct brands: HoHo’s, Twinkies, Tiger Tail, and Todo.