🍪📈 Over the past few days, our kitchens have quietly witnessed the departure of basbousas, kunafas, and a slew of Ramadan dessert “eftekasat,” and in their stead, welcomed back the crumbly, powdered cookies we all know and love: kahk. For centuries — and as some accounts would have it, millennia — kahk el Eid has proven itself an indomitable staple come every feast.

In a global economy obsessed with the next big thing, few products have managed to stand the test of time with little need for change — kahk is one such product (despite the occasional matcha-infused shake-up). So, why has kahk so seamlessly persevered, and what can we learn from the Egyptian cookie about product longevity, branding, and marketing?

The (alleged) history of kahk

No living generation has experienced Eid without kahk, but how far back does the tradition go? Surprisingly, the tradition can be traced back to Ancient Egypt, with evidence of the process of preparation seen in carvings on temples across Upper Egypt. An ancient recipe for kahk was reportedly even found on the walls of the Great Pyramid. While the recipe has most definitely gone through some form of evolution since its genesis, kahk remains an indelible facet of our Egyptian heritage.

The word kahk is widely believed to be of Coptic origin, carried on through Egyptian Christmas — and later Eid El Fitr — celebrations. Sometime around the 10th century, however, kahk took on a political undertone, with claims that government officials and ruling caliphs would bake gold and money into the sweet treat to distribute to the public to curry their favor.

Building an emotional connection

When a product becomes part of a ceremony, its churn rate drops significantly. The key here is knowing how to identify what emotional role your product has to play. Kahk has survived millennia of regime changes, economic shifts, and culinary trends; statistically speaking, it’s one of the safest wagers in the Egyptian market.

While modern patisseries might be tempted to dish out some curious concoctions every now and then, it’s the classic kahk variants that lead the balance sheets. For a business, identifying this core product — the one that requires zero explanation — is the key to long-term stability.

At its core, the consumption of kahk offers a shared human experience. When a product pivots to being a cultural anchor, it moves from just another object of discretionary spending to a non-negotiable purchase. That’s because it’s tied to a temporal landmark — distinct events that stand out, such as holidays.

For entrepreneurs and marketers, knowing this is a gold mine. If you can craft your product to own (or supplement) one such event, you’ll achieve more sustainability than any marketing budget can buy. Nostalgic storytelling and emotional appeals become your go-to manual.

If it ain’t broke, don’t fix it

In marketing, innovation is both a perpetual goal and a threat. We often see bells and whistles added to products that were already perfected — evident in the annual Ramadan desserts war — but sometimes, your core product needs innovation in a different way.

Business author Roel de Graaf argues that innovation can manifest itself in strategies that focus on certain aspects of the overall service like an upgraded online presence, expanded delivery networks, and top-notch customer support. Kahk has become less about the cookie and more so about who’s selling it and how. Some brands, such as Simonds and Dukes, serve up their kahk in luxury packages best-suited for those seeking thoughtful festive gifts; others, such as El Abd and Bisco Misr, have made their offerings all about convenience and easy access at affordable prices. Rather than battle endless lines and risk not getting your hands on a coveted box, many outlets launched online ordering and delivery services to ease the foot traffic.

While businesses often scramble to optimize, innovate, and chase the latest consumer whim, something as simple as a cookie reminds us that the most prominent, resilient businesses aren’t necessarily built on novelty and restructuring — they’re built on ritual, and knowing how to make the most of it.

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