Mars Inc., expands its product line with manufacture of Snickers in Egypt
This underscores the company’s vision to meet demand across the Middle East, North Africa, and the subcontinent.
EGYPT – Mars Incorporated, a global, family-owned confectionery company, has begun to locally produce Snickers at its manufacturing site in Egypt.
The investment is part of the company’s strategy to diversify its confectionery portfolio and expand its market reach.
This strategy is expected to increase market share and drive sales, especially in the Middle East. It also highlights Egypt’s growing role as a key regional hub for Mars Inc.’s operations.
Seif Amin, Senior Modern Trade Customer Manager at Mars, said, “As our market grows, we’re not just producing for local shelves, we’re proudly exporting from Egypt to the world. This is just the beginning.”
Mars announces US$250M expansion plan
In 2024, the company revealed a US$250 million capacity expansion investment intended to increase production capacity from 250,000 tons annually to 400,000 tons yearly.
The planned expansion will add two new production lines to its six current lines and 15 new products to its 150-product portfolio.
According to the company, this initiative will expand its market reach beyond the current 40 countries in the Middle East and Africa.
Additionally, in 2018, Mars Egypt invested US$42 million in two new production lines at the processing facility, which helped increase the company’s exports outside Egypt to US$100 million at the end of that year.
Ehab AbouOaf, the company’s former regional head for Africa and the Middle East, said, “The industrial expansions we are witnessing today not only reflect an increase in production capacity at our factory but also represent a true turning point in our operations, making Egypt the core of our industrial and exporting processes in the region.”
These investments have been successful and have helped facilitate the company’s growth and expanded reach over the years. Since it entered North Africa, the company has invested more than US$500 million in Egypt.
The company’s successful expansion efforts are also attributed to a streamlined supply chain enhanced by favourable relationships with retail partners and suppliers across the Middle East and Africa.
In addition to expansion, Mars Egypt also revealed that the plan is part of its overall sustainability strategy.
Osman Hellal, the company’s plant director, concluded, “Mars places great emphasis on environmental protection and sustainability, implementing the latest technologies in production processes to reduce greenhouse gas emissions, efficiently manage waste, minimise water consumption and reuse, and handle non-natural refrigerants, among other things.”
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