Egypt’s largest snack-food producer, Edita, is begining the first ever donut line in Egypt at its new E08 factory in Sixth of October’s Polaris Al-Zamil district, the company said in a statement on Tuesday.
The company said the launch of the new Todo Donut “reinforces Edita’s expansion strategy and further consolidates its position as a leading company in the packaged snack food market”.
The new TODO Donut is the first mass-produced packaged donut in Egypt. The line’s first commercial production was marked with the launch of a chocolate-coated donut under Edita’s TODO brand and will be followed by a variety of other donut varieties.
“This newest addition to a series of new lines to be housed at the E08 facility will allow us to further deliver on our strategy of deploying innovation and product differentiation to launch new products as we seek to continuously optimize our portfolio,” Edita chairman and managing director Hani Berzi said.
Edita is billing the product as the latest in a string of “new and differentiated product launches … that aim to provide consumers with unique value propositions and create new demand in Egypt’s fast-growing snack food market.
Edita first introduced packaged croissants with Molto in 1997. The company also pioneered the rusks category with Bake Rolls and, more recently, introduced the country’s first packaged brownies under its TODO line.
The firm has five production facilities encompassing 28 production lines, as well as a nationwide distribution network. The firm’s customer base includes more than 67,000 wholesale and retail customers, while it exports to more than 16 markets in the region.
