Sweet Biscuits, Snack Bars and Fruit Snacks in Egypt

PROSPECTS

Multinationals producing locally

Multinational companies are moving towards sourcing local producers for their brands or investing in new facilities. This is to counteract the effect of devaluation of the local currency and the surge in prices for imported products.

Samo Trading – Abu Auf’s big investment

Samo Trading, which is the company behind Abu Auf brands within nuts and dried fruit, is making huge investments in its products. The company is expanding its distribution channels by having its own stores and booths in major supermarkets and hypermarkets.

Companies may widen their product portfolios

Nestlé Egypt and PepsiCo Egypt are seriously considering adding products under sweet biscuits to their portfolios. Nestlé Egypt suffered from a huge drop in volume sales during 2016 and 2017.

COMPETITIVE LANDSCAPE

Nestlé Egypt and new product launches

Towards the end of the review period, Nestlé Egypt launched its new Nesquik filled biscuits. The product is similar in concept to Oreo and Boreo filled biscuits that are produced by Cadbury; however, Nesquik biscuits are produced with the claim that they have 26% less sugar, 20% less fat and more milk content than other similar products available.

Mass Food and new product launches

Mass Food is a player owned by GBO Kellogg, and it continued to offer the leading brand (Temmy’s) within snack bars in 2018. It already had a very strong position within snack bars with its Nutrifit and Kicker lines, but in 2018 it was in the process of widening its snack bar portfolio.

King M For Food Products repositioning itself as a producer of healthier cookies

King M For Food Products has been active in Egypt for almost thirty years; however, towards the end of the review period its products succeeded in standing out on supermarket shelves given that it was the only local producer of healthier cookies. Its cookies are claimed to have 40% less fat and with no added sugar.

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