MOROCCO – Edita Foods, Egyptian packaged snacks maker, has expanded its Moroccan operations with installation of a second production line at its recently opened facility in Berrechid.

Establishment of the new line comes less than a year since the snack manufacturing giant expanded its presence in the North African market with inauguration of its first overseas production facility in Morocco.

After successfully commencing local production of its HOHOs brand in the Moroccan market, the company now seeks to introduce a new range of cake products, under Edita’s flagship brands Twinkies.

Commenting on the new production line, Edita Chairman Eng. Hani Berzi said, “Edita Morocco continues to achieve remarkable milestones that we are immensely proud of. Despite global market challenges, the launch of HOHOs in December 2021 was a great success and the facility has far exceeded expectations in terms of volume and revenue generated in the short period since it began operating.

“We look forward to unlocking further growth potential in Morocco with our partner Dislog Group and are committed to increase our investments in the facility and to continue delivering new and differentiated products to strengthen our position in the market.

“The facility, which is our first greenfield investment outside of Egypt, has proven to be a strong foundation for our regional expansion plans.”

The new Moroccan facility is owned and operated by Edita Food Industries Morocco, in partnership with Dislog Group, a leading Moroccan FMCG distributor, both holding 77% and 20% stake in the new entity respectively.

Dislog operates one of Morocco’s largest FMCG distribution networks with wide coverage across all channels.

Mr. Moncef Belkhayat, Chairman of the Board of Directors of Dislog Group and Edita Morocco, further added, “We are confident that our teams will make the new production line another success story following into the footsteps of HOHOs.

“The perfect combination of our distribution expertise, knowledge of the Moroccan consumer as well as strong and innovative R&D are essential growth drivers in the food industry.”

In the half year period ended June 2022, Edita recorded revenues of EGP 3.132 billion (US$128m) in 1H2022, up a strong 35.2% compared to the first half of last year.

Strong top-line growth filtered down to the company’s bottom line which expanded an impressive 109.1% to EGP 344.1 million (US$14.13m) with an associated margin of 11.0% for the period versus the 7.1% reported in 1H2021.

Edita’s strong results were driven by better pricing and Edita’s approach in swiftly responding to shifting dynamics on a local and global scale and optimizing its product portfolio.

Having pushed two rounds of price increases in 4Q2021 and 1Q2022, Edita successfully navigated the inflationary environment whilst protecting its profitability.

Furthermore, Edita’s volumes for 2Q2022 recorded a 15.9% y-o-y increase in total packs sold to 746.2 million, reflecting growing consumer demand for its portfolio of products.

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