{"id":242134,"date":"2020-01-16T12:03:00","date_gmt":"2020-01-16T12:03:00","guid":{"rendered":"https:\/\/dev.wp.enterpriseam-dev.com\/?post_type=podcasts&p=242134"},"modified":"2026-01-22T10:42:47","modified_gmt":"2026-01-22T10:42:47","slug":"eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt","status":"publish","type":"podcast","link":"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/","title":{"rendered":"Eat your heart out, Willy Wonka: How Edita beat out global household names to become the leading snack food producer in Egypt"},"content":{"rendered":"\n

If you\u2019ve ever been starving in Egypt without a kitchen anywhere in sight, it\u2019s likely that you\u2019ve tried a snack by Edita<\/a>. 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.<\/p>\n\n\n\n

Today, Edita has done more than hold its own against some of the biggest global fast moving consumer goods brands. The company holds a leading market share in each of its five segments that span the Egyptian snack food market, including cakes, croissants, rusks (baked wheat), wafers, and candy.<\/p>\n\n\n\n

While some of its local competitors were bought out, they launched a successful IPO back in 2015 that generated EGP 24.2 bn, emerging as one of the most successful FMCG plays of the past decade in Egypt.<\/p>\n\n\n\n

Company founder and industry veteran Hani Berzi sat down with us to walk through the ups of developing and marketing new brands, the lows of struggling through a challenging microclimate and the highs of its ambitions to become an Egyptian multinational. Hani also gives us a nuanced perspective on the Egyptian food market, in his capacity as founder, chairman and CEO of the company and as the chairman of the Food Export Council.<\/p>\n\n\n\n

Making It is grateful for the generous support of:<\/strong><\/p>\n\n\n\n

CIB<\/a>, Egypt\u2019s number-one private-sector bank and the partner of choice for CEOs and leaders of businesses at all stages of their growth stories<\/p>\n\n\n\n

The United States Agency for International Development<\/a>, which has a 40 year history of inspiring Egyptian success in partnership with the Government and people of Egypt.<\/p>\n\n\n\n

EFG Hermes<\/a>, the leading financial services corporation in frontier emerging markets helping businesses realize their full growth potential.<\/p>\n\n\n\n\n","protected":false},"excerpt":{"rendered":"

If you\u2019ve ever been starving in Egypt without a kitchen anywhere in sight, it\u2019s likely that you\u2019ve 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. […]<\/p>\n","protected":false},"author":1,"featured_media":242135,"menu_order":0,"comment_status":"closed","ping_status":"open","template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"newspack_featured_image_position":"beside","footnotes":""},"categories":[9142],"tags":[9145],"class_list":["post-242134","podcast","type-podcast","status-publish","format-standard","has-post-thumbnail","hentry","category-making-it","tag-season-1","wpautop","entry"],"acf":{"audio_file":"https:\/\/ent.news\/internal\/podcasts\/2025\/10\/242136.mp3","teaser":"","episode_number":"Ep. 6","audio_duration":"36:16"},"yoast_head":"\nEat your heart out, Willy Wonka: How Edita beat out global household names to become the leading snack food producer in Egypt - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Eat your heart out, Willy Wonka: How Edita beat out global household names to become the leading snack food producer in Egypt\" \/>\n<meta property=\"og:description\" content=\"If you\u2019ve ever been starving in Egypt without a kitchen anywhere in sight, it\u2019s likely that you\u2019ve 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. […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/\" \/>\n<meta property=\"og:site_name\" content=\"EnterpriseAM Egypt\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-22T10:42:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/ent.news\/internal\/242135.jpg?fit=%2C&ssl=1\" \/><meta property=\"og:image\" content=\"https:\/\/ent.news\/internal\/242135.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1\" \/>\n\t<meta property=\"og:image:height\" content=\"1\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/\",\"url\":\"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/\",\"name\":\"Eat your heart out, Willy Wonka: How Edita beat out global household names to become the leading snack food producer in Egypt - EnterpriseAM Egypt\",\"isPartOf\":{\"@id\":\"https:\/\/enterpriseam.com\/egypt\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/i0.wp.com\/ent.news\/internal\/242135.jpg?fit=%2C&ssl=1\",\"datePublished\":\"2020-01-16T12:03:00+00:00\",\"dateModified\":\"2026-01-22T10:42:47+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/#primaryimage\",\"url\":\"https:\/\/i0.wp.com\/ent.news\/internal\/242135.jpg?fit=%2C&ssl=1\",\"contentUrl\":\"https:\/\/i0.wp.com\/ent.news\/internal\/242135.jpg?fit=%2C&ssl=1\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/enterpriseam.com\/egypt\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Eat your heart out, Willy Wonka: How Edita beat out global household names to become the leading snack food producer in Egypt\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/enterpriseam.com\/egypt\/#website\",\"url\":\"https:\/\/enterpriseam.com\/egypt\/\",\"name\":\"EnterpriseAM\",\"description\":\"The State of the Nation\",\"publisher\":{\"@id\":\"https:\/\/enterpriseam.com\/egypt\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/enterpriseam.com\/egypt\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/enterpriseam.com\/egypt\/#organization\",\"name\":\"EnterpriseAM\",\"url\":\"https:\/\/enterpriseam.com\/egypt\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/enterpriseam.com\/egypt\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/ent.news\/internal\/240894.svg\",\"contentUrl\":\"https:\/\/ent.news\/internal\/240894.svg\",\"caption\":\"EnterpriseAM\"},\"image\":{\"@id\":\"https:\/\/enterpriseam.com\/egypt\/#\/schema\/logo\/image\/\"}}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Eat your heart out, Willy Wonka: How Edita beat out global household names to become the leading snack food producer in Egypt - EnterpriseAM Egypt","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/","og_locale":"en_US","og_type":"article","og_title":"Eat your heart out, Willy Wonka: How Edita beat out global household names to become the leading snack food producer in Egypt","og_description":"If you\u2019ve ever been starving in Egypt without a kitchen anywhere in sight, it\u2019s likely that you\u2019ve 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. […]","og_url":"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/","og_site_name":"EnterpriseAM Egypt","article_modified_time":"2026-01-22T10:42:47+00:00","og_image":[{"url":"https:\/\/i0.wp.com\/ent.news\/internal\/242135.jpg?fit=%2C&ssl=1","type":"","width":"","height":""},{"url":"https:\/\/ent.news\/internal\/242135.jpg","width":1,"height":1,"type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/","url":"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/","name":"Eat your heart out, Willy Wonka: How Edita beat out global household names to become the leading snack food producer in Egypt - EnterpriseAM Egypt","isPartOf":{"@id":"https:\/\/enterpriseam.com\/egypt\/#website"},"primaryImageOfPage":{"@id":"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/#primaryimage"},"image":{"@id":"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/ent.news\/internal\/242135.jpg?fit=%2C&ssl=1","datePublished":"2020-01-16T12:03:00+00:00","dateModified":"2026-01-22T10:42:47+00:00","breadcrumb":{"@id":"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/#primaryimage","url":"https:\/\/i0.wp.com\/ent.news\/internal\/242135.jpg?fit=%2C&ssl=1","contentUrl":"https:\/\/i0.wp.com\/ent.news\/internal\/242135.jpg?fit=%2C&ssl=1"},{"@type":"BreadcrumbList","@id":"https:\/\/enterpriseam.com\/egypt\/podcast\/eat-your-heart-out-willy-wonka-how-edita-beat-out-global-household-names-to-become-the-leading-snack-food-producer-in-egypt\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/enterpriseam.com\/egypt\/"},{"@type":"ListItem","position":2,"name":"Eat your heart out, Willy Wonka: How Edita beat out global household names to become the leading snack food producer in Egypt"}]},{"@type":"WebSite","@id":"https:\/\/enterpriseam.com\/egypt\/#website","url":"https:\/\/enterpriseam.com\/egypt\/","name":"EnterpriseAM","description":"The State of the Nation","publisher":{"@id":"https:\/\/enterpriseam.com\/egypt\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/enterpriseam.com\/egypt\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/enterpriseam.com\/egypt\/#organization","name":"EnterpriseAM","url":"https:\/\/enterpriseam.com\/egypt\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/enterpriseam.com\/egypt\/#\/schema\/logo\/image\/","url":"https:\/\/ent.news\/internal\/240894.svg","contentUrl":"https:\/\/ent.news\/internal\/240894.svg","caption":"EnterpriseAM"},"image":{"@id":"https:\/\/enterpriseam.com\/egypt\/#\/schema\/logo\/image\/"}}]}},"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/podcast\/242134","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/podcast"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/podcast"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=242134"}],"version-history":[{"count":1,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/podcast\/242134\/revisions"}],"predecessor-version":[{"id":682695,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/podcast\/242134\/revisions\/682695"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/242135"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=242134"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=242134"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=242134"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}