Eat your heart out, Willy Wonka: How Edita beat out global household names to become the leading snack food producer in Egypt
If you’ve ever been starving in Egypt without a kitchen anywhere in sight, it’s likely that you’ve tried a snack by Edita. Since its founding in 1996, the maker of such brands as Todo, Molto, Bake Rolz and Twinkies, expanded its product offering, grown its manufacturing capacity, and has even launched a factory in Morocco. It did this during the economic storm that came with the EGP float and 2016 and the high interest rate environment that has only just begun to subside.
Today, Edita has done more than hold its own against some of the biggest global fast moving consumer…
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