Edita first entered the Egyptian market with its unique concept of packaged on-the-go chocolate filled croissant under the brand Molto. Molto soon became generic name for packed croissant in Egypt. The brand did not only offer the consumer a tasty snack, but also changed the snacking concept in Egypt by offering a tasty yet nutritious, healthy and filling snack being made of wheat, milk, eggs and
cocoa. The company soon introduced its second innovative concept building on healthy snacks, and offered the market Bake Rolz that was considered a break through salty snack at the time. Being baked not fried, Bake Rolz is the ultimate healthy salty snack. With its 6 flavors, Bake Rolz offered the consumer a wide range to choose from. By 2003, Edita entered the snack cakes market by acquiring the Hostess factory in Egypt and turning the facility around modernizing and automating to reach state of the art quality standards. Edita expanded its offering to the Middle Eastern and African consumer by new types, shapes and flavors of cakes fulfilling different tastes and consumer needs. Since its establishment and up to this moment, Edita is well known for its consistently high quality products and strong brands such as Molto, TODO, Bake Rolz, Bake Stix, Mimix, Freska as well as the Hostess cakes range. Edita acts also as the sole regional distributor of several brands of imported sweeteners, olive oils, & pasta. Edita brands are now part of everyday’s life to consumers in Egypt and more than 15 other markets in Middle East, Africa and Asia.
