EGYPT – Edita Food Industries, a leader in the Egyptian packaged snack food market, has launched new wafer and cream products as the company seeks to expand its products portfolio and premiumise its offerings.
The snack major has introduced Freska Block, which is a filled wafer bar with a double-layer chocolate coating that will be retailing for EGP 3 (US$0.19) per pack.
The new product is available in three flavours: hazelnut cream, peanut butter, and cappuccino cream.
The company has also introduced its new Molto Mini Magnum SKU, retailing at EGP 5 (US$0.32) per pack. The new product is currently offered in chocolate and hazelnut cream flavour.
This is in addition to the new HOHOs Extreme priced at EGP 3 (US$0.19) 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 these new products 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.
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