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 wafer product, Freska Block. Freska Block is a filled wafer bar with a double-layer chocolate coating and will be retailing for EGP 3 per pack. The new product is available in three flavours: hazelnut cream, peanut butter, and cappuccino cream.
The launch of this new product line is part of Edita’s wider portfolio optimisation strategy which sees the company work to migrate consumers towards higher price-points while expanding and diversifying its portfolio to capture rising demand across fast-growing segments. Edita has also recently installed a new wafer production line which will enable the company to double its wafer production capacity compared to the start of 2020, in turn helping Edita to further solidify its presence in the segment.
Edita’s wafer segment is among the company’s fastest growing segments, becoming the third largest contributor to the consolidated top-line in 3Q2020 at around 8%.