Edita now owns HTT brands across the continent. EGX-listed Snackmaker Edita Food Industries has acquired the exclusive rights to the HoHos, Twinkies, and Tiger Tail (HHT) brands across an additional 45 African countries under an agreement inked with US-based Hostess Brands, according to a press release (pdf). The move makes Edita the owner of the three brands across the entire African continent, building on its existing ownership of the brands in the MENA region.

We don’t know the price tag, but we do know that the cost of the acquisition is separate from Edita’s EGP 4 bn capex for the year, which will go towards expanding its footprint in Egypt, Morocco, and Iraq, IR and Investment Manager Omar El Abhar tells EnterpriseAM.

Edita is taking a demand-led approach: “We are moving with big ambition, but with financial and operational caution that links spending to real demand growth,” El Abhar tells us. Initial expansion into the new African markets will be served via exports from existing manufacturing hubs in Egypt and Morocco, according to El Abhar, who didn’t rule out establishing new manufacturing units deeper in Africa once demand justifies the investment.

The big picture: The move is a key pillar in Edita’s bid to hit a record EGP 26 bn sales this year, El Abhar tells us. It also serves as a natural FX hedge, increasing the company’s hard-currency revenue stream as it scales its regional footprint.

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