Market Overview

Pillars consultancy

www.PILLARS-EG.COM

info@pillars-eg.com

2

Market Value – Competition

Category Growth Volume – Value

Volume & Value (2007-2009)

Brands & Share

Cakes Market Growth & Share Cakes : Brands & Share

Confectionery – Chocolate

Confectionery : Gum

Industrial

Market Overview :

Industrial Bakery & Biscuits

Biscuits & Cakes : EDITA

Bisco Misr

Ocean Foods

River Foods

Biscuits El Shamadan

Kraft Foods

Bakery - Others – Industrial:

Faragalla

Rich Bake

Brunch

Other Manufacturers

Table of contents

3

Food Market Overview

Table of Contents :

Food Market

Food Market Overview

Biscuits

Cakes

Chocolate

Gum

4

Source: Nielsen (MAT), internal docs. Candy market share data not available

0

20

40

60

80

100%

2009 Total Share For Kraft and Cadbury

Category M EGP

Choco

late

OTHER

KRAFTNESTLE

OCEAN FOODS

MASTERFOODS

EL SHAMADAN CO.

CADBURY ADAMS

1,167.6

Bis

cuit

OTHER

OCEAN FOODS

EL SHAMEDAN

BISCATO

KRAFT

BISCOMISR

1,071.6

Cheese

OTHER

KRAFT

KIRI

LVQR

TEAMA

PRESIDENT

727,9

Cakes

OTHERKRAFT

MONGINIS CO.

EL SHAMEDAN

CO.

RIVERFOODS CO.

EDITA CO.

642.4

Candy

N.A.

436.0

Coffee

OTHER

KRAFTMATAHEN

YEMEN

CARAVAN

NESTLE

423,0

Gum

s

OTHER

CADBURY

339.5

Condim

ents

OTHER

128.

9

PB

EL-MASRIA

OTHER

DREEM

KRAFT

103.3

Total = 5,040.1

KRAFT

19%29% 3% 40%1% 13%64%0,3% n.a.Market Share Kraft&Cadbury

(39% exc. UCW)

Food Market Review :

Market Value - Competition

Food Market Shares 2009

5

0

1,000

2,000

3,000

4,000

5,000

5,500

2007

3,777.0

2008

4,442.9

2009

PBCONDIMENTS

GUM

COFFEE

CANDY

CAKES

CHEESE

BISCUIT

CHOCOLATE

5,040.1

Market Growth Value

(07-09 M EGP)

17%

27%

25%

7%

17%

10%

17%

6%

13%

CAGR

(07-09)

0

100,000

200,000

300,000

350,000

2007

238,493.0

2008

273,240.4

2009

CHEESE

BISCUIT

CHOCOLATE

CAKES

PB

CONDIMENTSCOFFEE

303,127.4

Market Growth Volume

(07-09 Tons)

7%

5%

-2%

12%

12%

9%

40%

CAGR

(07-09)15%

13%

Source: Nielsen (MAT), internal docs. Gum & candy volume not included (volume in pieces).

Food Market Review :

Category Growth Volume – Value

6

Biscuit : Volume & Value (2007-2009)

Vol Val

Bisco Misr 17.7 16.9

Kraft Foods 14.9 15.1

Biscato 5.2 7.9

Shamedan 7.8 7

Ocean Foods 3.7 4.5

Others 50.7 48.6

100 100

Bisco Misr,

17.7

Kraft Foods,

14.9

Biscato, 5.2

Shamedan,

7.8 Ocean

Foods, 3.7

Others, 50.7

Biscuit Volume Share 2009

Bisco Misr,

16.9

Kraft Foods,

15.1

Biscato, 7.9

Shamedan, 7 Ocean

Foods, 4.5

Others, 48.6

Biscuit Value Share 2009

687.9

936.6

1071.6

2007 2008 2009

Market Growth ’07-’09 : Value (M EGP)

68,492

71,708

75,594

2007 2008 2009

Market Growth ’07-’09 : & Volume (Tons)

Market Value :

• Biscuit Market Size: 1.1 EGP Billion

• Market value growth ‘07-09’: 25%

Market Volume:

• Market Volume: ~76 Thousand Tones

• Market volume growth ‘07-09’: 5%

Premiumness

- Salty Biscuit is the highest premium segment (~80%)

- Plain (~50%),

- Coated (~40%)

- Filled (~10%)

Comments :

• Highly fragmented category/Kraft’s Market share 09: 19%

- Market share increase ‘07-09’: 0.5%

7 7

0.0

10.0

20.0

30.0

40.0

Value (2009)

OTHER Tuc Picnic

EGP per Kg, 2009

Saray CrackerSea Tek

Mainstream/value

(~20%)

0.0

10.0

20.0

30.0

40.0

Value (2009)

EGP per KG, 2009

Prem

OTHER Nawaem BiskotyMc Vit

Dig

Biscato Spicy

Biscato

Digesta

Danish

Shorty

NiceSenuretta

HanawiBiscomisr

Marie Fairy

Mega Biski

Luxe

Tea Biscuit

1 2 3 4 5

- Premium +

Biscuit : Brands & Share

0.0

20.0

40.0

Value (2009)

OTHER Borio Rasco Moody

EGP per Kg, 2009

Oreo

Mc Vities

Chato

0.0

10.0

20.0

30.0

40.0

Value (2009)

Valu

Other Choco Pasto

EGP per Kg, 2009

Lu PrinceKeshta Dady

LambadaBimbo Daboo

PLAIN BISCUITS FILLED BISCUITS

COATED BISCUITS SALTY BISCUITS

Ref.

price

Ref.

price

Premium price

(average price +15%)

Ref.

price

1 2 3 4 5

- Premium + - Premium +

1 2 3 4 5

1 2 3 4 5

- Premium +

Tiger 21% Borio 10%

Rasco 14%

TUC 43%

Premiumness*

(~50%) Premiumness*

(~10%)

Premiumness*

(~40%)

Premiumness*

(~80%)

Premium price

(average price +15%)

Premium price

(average price +15%)

Premium price

(average price +15%)

Source: Nielsen, internal docs * Premiumness: sum of value share of brands with a price/kg > average price/kg +15%

Mainstream/value

(~50%) Mainstream/value

(~90%)

Mainstream/value

(~60%)

13.6 14.6

14.8

8 8

Cakes Market Growth & Share

Market Value :

• Market Size: 0.6 EGP Billion .

• Market value growth ‘07-09’: 17% (A sizable category “ 4th largest

category)

Market Volume:

• Market Volume: ~46.5K Tones .

• Market volume growth ‘07-09’: 12%

Premiumness:

- Plain Cakes most premium segment(~40%)

- Followed by Layered Cakes(~25%),

- Rolled cakes (~10%) /Filled cakes (~0%)

Comments :

• Market dominated by Edita with 62% MS

• Edita recent launch at higher price points (To Do@ 1L.E), may

open up a premium cakes market.

• Kraft’s Market share 09: 3%

- Market share decreased ‘07-09’: -2,5%

• New regulations allowing extended shelf life reducing risk

0

20

40

60

80

100%

Cakes

OTHER

MONGINIS CO.

EL SHAMEDANCO.

RIVER FOODSCO.

EDITA CO.

642.4

3%MS Kraft&Cadbury

470.7

579.4 642.4

2007 2008 2009

Market Growth ’07-’09 : Value (M EGP)

36,778

42,433 46,530

2007 2008 2009

Market Growth ’07-’09 : & Volume (Tons)

100%

N

Bo

H

9 9

Cakes : Brands & Share

ROLLED CAKES LAYERED CAKES

FILLED CAKES PLAIN CAKES

0.0

10.0

20.0

30.0

Value(2009)

MOLTO Jumbo Hohos Rock & Roll Rolls

EGP per Kg, 2009

FaragelloNity Roll

Monginis

Premium price

(average price +15%)

0.0

10.0

20.0

30.0

Value(2009)

Sposa OTHER Yaso Shatoo

EGP per Kg, 2009

Nity Duetto

Borio Cake

DREAM

Super

Nity

Molto Cake

BarPonto

Joy

GatooHigh Cakes Droo

Ringo

Carree

Pocolino

0.0

10.0

20.0

30.0

Value (2009)

Droo

EGP per Kg, 2009

YummiesOther

Faragello

Party Cake MoltoPound

Dream

CakeHighty Master

Cake

Premium price

(average price +15%)

Premium price

(average price +15%)

0.0

10.0

20.0

30.0

Value (2009)

Twinkies Tiger Tail

EGP per Kg, 2009

Ougo Cake

Other

Premium price

(average price +15%)

1 2 3 4 5

- Premium +

1 2 3 4 5

- Premium +

1 2 3 4 5

- Premium +

1 2 3 4 5

- Premium +

Borio -5%

Highty 0%

Premiumness*

(~10%) Premiumness*

(~25%)

Premiumness*

(~0%)

Premiumness*

(~40%)

Source: Nielsen, internal docs * Premiumness: sum of value share of brands with a price/kg > average price/kg +15%

Mainstream/value

(~90%) Mainstream/value

(~75%)

Mainstream/value

(~100%)

Mainstream/value

(~60%)

14.1 12.8

14.2 14.9

10

36,778

42,433 46,530

2007 2008 2009

Market Growth ’07-’09 : & Volume (Tons)

478.6

893.4

1167.6

2007 2008 2009

Market Growth ’07-’09 : Value (M EGP)

10

Confectionery - Chocolate

Market Value :

• Market Size: 1.2 EGP Billion

• Market value growth ‘07-09’: 17%

Market Volume :

• Market Volume: ~56 Thousand Tones .

• Market volume growth ‘07-09’: 7%

Premiumness

- Moulded chocolate is the most premium segment (~75%)

- Countline(~55%),

- Wafer Coated and Wafer Uncoated (~25%each)

Comments :

• Cadbury& Kraft Market share 09: 29% (39% exc. UCW)

- Kraft market share increase ‘07-09’: 1.1%

- Cadbury market share decrease ‘07-09’: -6.1% driven by price increases done early 2008 to improve profitability.

• Cadbury’s market leadership comes in the 2 most attractive segments with 45% MS of moulded and 53% MS of countlines.

• Expand market leadership with “must-win battle” brands in moulded, CL and CW , in

LE 1+ (CDM/ Flake/Moro/SMS/Lunch Bar).

• Profitably grow our “Must compete” brands (Gersy, Mandolin, Chixo and Tiger) in line

with market growth with no marketing support.

• Rationalize portfolio through delisting brands; Crunchie, Dream & Allora while

continuing to trade Milka through auxiliary RTM

• Review role of Tone to assess turning it into a “Must-win battle” • Intense competition from MF, with 23% MS in moulded and 31% MS of countlines,

requires that we maintain high marketing spend to drive growth amidst MFs high

SOV.

• 50% of the chocolate market is in “ Low premiumness” wafer segments where main players’ VFM proposition has resulted in low NR/KG reducing attractiveness of wafers

0

20

40

60

80

100%

Chocolate

MASTERFOODS

EL SHAMADAN CO.

CADBURY ADAMS

OCEAN FOODS

OTHER

1,167.6

29%MS Kraft&Cadbury(39% exc. UCW)

11 11

Confectionery : Gum

• Large distribution growth opportunity of Trident (5.8% WD) and Clorets (23% WD) vs. Choc.

offers in price point (CDM med WD 45%)

• Market leadership at 41% MS with a distant 2nd player and relatively high profitability make

the category a “ Must win battle” • Leverage combined RTM with increased reach to drive Clorets and Trident distribution in

Traditional Trade.

• Relatively low market growth at 6% CAGR 07-09 impacting overall category attractiveness.

• 56% of the category value is in mass (LE 0.05) putting pressure on profitability within our

mass price participation (Chiclets)

• Size: 0.3 EGP B

• Market Volume: ~7M T

• Market value growth ‘07-09’: 6%

• Market volume growth ‘07-09’: -1%

• Market share for Cadbury 09: 40%

- Market share increase ‘07-09’: 1.7%

• Premiumness

- Medium premiumness for Gums (~16%)

7,560

8,461

7,356

2007 2008 2009

Market Growth ’07-’09 : & Volume (In Pieces)

301.5

240.9

339.5

2007 2008 2009

Market Growth ’07-’09 : Value (M EGP)

0

20

40

60

80

100%

Gums

OTHER

CADBURY

339.5

40%MS Kraft&Cadbury

Market Value (EGP M)

12

Edita River Foods Ocean Foods Craft Foods

Bisco Misr Rich Bake Brunch Faragalla

El-Shamadan

Industrial

- Table of Contents :

13

Market Overview

:

Market Volume: Market Value :

• Market Volume: ~76 K Tones

• Market volume growth ‘07-09’: 5%

Biscuit Market Size: 1.1 EGP Billion

Market value growth ‘07-09’: 25%

Bisco Misr,

17.7

Kraft Foods,

14.9

Biscato, 5.2

Shamedan,

7.8 Ocean

Foods, 3.7

Others, 50.7

Biscuit Volume Share 2009

Bisco Misr,

16.9

Kraft Foods,

15.1

Biscato, 7.9

Shamedan, 7 Ocean

Foods, 4.5

Others, 48.6

Biscuit Value Share 2009

0

20

40

60

80

100%

Cakes

OTHER

MONGINIS CO.

EL SHAMEDANCO.

RIVER FOODSCO.

EDITA CO.

642.4

3%MS Kraft&Cadbury

687.9

936.6 1071.6

2007 2008 2009

Val. Growth ’07-’09 (M EGP)

68,492

71,708

75,594

2007 2008 2009

Vol. Growth ’07-’09 (Tones)

• category/Kraft’s Market share increase ‘07 09’: 0.5%

••

• Kraft’s ‘07 09’

•

470.7

579.4 642.4

2007 2008 2009

Val. Growth ’07-’09 (M EGP)

36,778

42,433 46,530

2007 2008 2009

Vol. Growth ’07-’09 : (Tons)

Market Volume: Market Value :

• Market Volume: ~46.5K Tones .

• Market volume growth ‘07-09’: 12%

• Market Size: 0.6 EGP Billion .

• Market value growth ‘07-09’: 17%

Biscuits : Cakes :

14

Industrial Bakery & Biscuits

Company Biscuits Croissant Cakes Wafer Bread Other Bakery Other Food

Edita

Molto - Hohos, Bake Rolls, Bake Sticks

River foods

Coated Biscuits :

Biscuits Sandwich /

Layer Cakes / Pound Cake / Rolls /

Sponge / Chocolate Filled Cake

Coated Wafer

/Filled/Wafer Rolls

Monginis

El-Shamedan

Kraft Foods Filled / Sandwich/

Layer Cakes/

Bisco Misr Filled – Plain- Salty- Seasonal products/

Corn Flakes

Biscato

Ocean Foods

Coated Biscuit s/

Coated – Filled/

Biscuit Sandwich

Coated / uncoated

Filled /

Filled & Coated/

Faragalla

Dates Bar/ Filled Croissant

Layer Cakes/

Pound Cakes/

Lebanese/Petit

Pan/

Shakalama/Kaab

Ghazal/Brea d Sticks/

Feteer/

Samousak/Pizza/

Meat / Juices / Ghee

Rich Bake

- Petit Pan/ Toast/

Brown Toast/

Burger Bun

15

EDITA (1/2)

About : Edita Food Industry S.A.E was founded in 1996 and has succeeded in becoming a leading manufacturer of bakery in Egypt .

In addition to leading the domestic bakery production market , Edita Food Industry S.A.E is the strong and proud Egyptian

partner of Chipita International

Early in 2007, Edita has decided to invest behind Molto by extending Molto brand into the cakes category with “Molto Cake Bar” (4 layered cakes variants), then in August 2007 Molto Swiss Rolls cakes was launched. While the newest member of Molto Cake Family are Molto Choco Cake which was introduced to the Market in February 2009, and Molto Pound Cake (2

variants) in March of the same year.

Production

Facilities :

About 2000 persons are working in our two manufacturing sites, 10th of Ramadan and 6th of October sites,

to produce the admired products with highest Food Safety and Quality Standards. Our manufacturing sites

are applying Quality Management System, GMP (Good Manufacturing Practices), HACCP, ISO 22000 and ISO

18001 standards [in addition to] adopting implementation of developing techniques such as Lean

Manufacturing and 6-Sigma Concepts in their facilities. Also, using [the best] food manufacturing practices to

receive, handle, produce, and check materials/product with fully automated/computerized facilities. 14 lines

are producing Croissant, Bake Rolls, Bake Sticks and [different] variety of cake [types and shapes] ( Pound,

Rolled, Layered, Sponge,…).

Main

Markets:

Exports 15% of total company production.

Exporting to 15 countries of which we are a market leader in Jordan, Libya, Yemen, Palestine and Iraq and We

are looking forward to developing our regional existence and cover the whole region.

Management

Certification:

Strict quality control procedures for all stages.

Quality Certificates HACCP & ISO 22000.

EDITA Food Industries S.A.E

Address: Berzi Group Building

6 Mohammed Salem Street

Warraq Al Haddar Area,

Imamba P.O. Box 55. Giza 12421

Tel: (202)-3540-0888 / 3540-0888/3833-

4123/3833-4123

Website: www.edita.com.eg

l

••

•

•

•

•

•

•

•

••

••

•

•••

•••

••

•

••

•

•

•••

•

••

•

•

16

Molto Croissant : Since more than eight years ago, Edita has launched Molto Croissant to become the founder & generic name of branded croissant

in Egypt and probably the Middle East market as well. Being the first brand to offer branded on-the-go croissant products,

Mini Molto

Croissant Caramel

Mini Molto

Croissant Chocolate

Mini Molto

Croissant Mille

Feuille

Mini Molto

Croissant

Strawberry

Molto

Croissant

Chocolate

Molto Croissant

Strawberry Molto Croissant XL

EDITA (2/2)

Bake Rolls : Bake Rolls is the perfect healthy snack for on-the-go people. Bake Rolls are crispy baked bread bites with a wide variety of Flavours including Nacho Cheese,

Pizza, Ketchup, Olive, Chili & Lemon and Salt to satisfy every taste. Made with the finest natural ingredients to ensure crisp baked quality in every bite, it is sure to fulfill

your hunger.

Pizza Chili & Lemon

Flavor Olive Flavor Pizza Flavor Ketchup Flavor Nacho Cheese Flavor

Bake Sticks : Bake sticks are freshly baked bread sticks suitable for on-the-go consumers delivering a healthy

snack during the day. Bake sticks is available in three different flavours; salt, cumin and sesame, to satisfy

different consumer tastes.

Bake Sticks

Cumin

Bake Sticks

Salt

Bake Sticks

Sesame

HostessThe Hostess family contains some of the best known & most loved snack cakes there is to offer. The family

includes the infamous Twinkie Cake, HOHOs & Tiger Tail. Twinkies is a delicious sponge cake filled with your choice

of either rich cream or chocolate that is sure to satisfy your appetite. As for HOHOs, it is a tasty Swiss-filled

chocolate cake elegantly enrobed in delectable confectionary coating. We also provide you with your regular cream

filled Twinkie but stylishly decorated with raspberry jelly & coconut sprinkles

Hohos Tiger

Tail

Twinkie's

Chocolate

Twinkie's

Vanilla

17

Bisco Misr

About : BiscoMisr was established in 1957 during Egypt’s nationalization program as the Egyptian Company for Foods which has been the country’s main provider of baked goods and confectionary at that time. The company was established with the purpose of supplying the army and the national schools at the time, providing a quick energy snack for

the soldiers in the barracks as well as the school children on the playground.

At the same time, BiscoMisr was the main confectionery supplier for the local market.

BiscoMisr has taken a new look with the handover of the company’s management from the public sector to the private sector at the height of

the revived privatization program in 2005. Since then, the company and its avid fans have seen a total makeover of BiscoMisr’s name.

Today, BiscomMisr, is one of the leading companies in the country and has always been available in the market for more than 50 years now.

The company was put up for partial sale in 1999 when the privatization process was on a roll. The private investor bought a stake in the

company but did not take an active management at the time.

Just six years later, on January 16, 2005, BiscoMisr was fully privatized. The new shareholders took over the management in May 2005 and

since then they brought an obvious change to BiscoMisr.

BiscoMisr’s CEO has brought on a team of highly qualified personnel with working experience in multinationals that have proven to be the

best of their peers in their field; from marketing to IT and from sales and distribution to export.

With the privatization of the company, the new management team has brought on a renaissance in the company’s strategy, which has

changed BiscoMisr from simply being a producer of confectionary and biscuits, to a state-of-the-art, up-to-date and modern company that is

keeping up with the times.

Category:

Bisco Misr

Address : HQ : 32 El Sawah St, El Ameriya ,

Cairo , Egypt

Telephone

HQ : Tel +(202)22866600-

22866600 Fax 2844132

Fax 2836010

Export Office 22866604/22866604 Fax22835632

Sales Office 22866666 /22866666

Email info@biscomisr.com

Website http://www.biscomisr.com

l

Filled Biscuits Plain biscuits

Corn Flakes Cake Salty

Biscuit Seasonal Products

18

Ocean Foods

Address : Third Industrial Zone B (2) P (1)

Address : Amir Factory-El-Syouf – Alex

Factory Tele : 4590701 / 4593610-1

Tele : 5263889

Fax : 4593610 / 5265959

Website http://www.ocean-foods.net

Ocean Foods

Already in this field of industry since 1979, our experience enable us the best quality manufactory of wafers and biscuits. The factory works

continuously 24 hours a day to be able to produce the requested quantity for the markets. Very high level of manufacture. In order to assure

and guarantee human health specifications, our factory is regularly hygienically controlled, the words hands, hair and nose safely hygienically

apart from the products through all production steps. The packaging is well studied and suitable for export purposes. Our products are

directly distributed from the factory to all selling points in Egypt. Also, our products are being expected to: Saudi Arabia, Katter, Oman, Libya,

Kuwait, Lebanon, Arab Emirates, Jordan, Australia, Italy and Canada.

Category:

Keshta Lambada Dady

19

River Foods

Name : Ocean Foods, the industry for biscuit and wafer production.

Location : Borg El Arab City, one of the greatest Egyptian industrial cities competing in the world biggest industries.

Factory size : 42 thousand square meters.

Industry type : Quality biscuit and wafer production made of high quality Egyptian wheat and quality raw materials. (For the production of wafer, biscuit,

cake and other)

Our History : Already in this field of industry since 1979, our experience enable us the best quality manufactory of wafers and biscuits.

The factory works continuously 24 hours a day to be able to produce the requested quantity for the markets.

Very high level of manufacture.

Quality In order to assure and guarantee human health specifications, our factory is regularly hygienically controlled, the words hands, hair and

nose safely hygienically apart from the products through all production steps.

Main Markets The packaging is well studied and suitable for export purposes.

Our products are directly distributed from the factory to all selling points in Egypt.

Also, our products are being expected to: Saudi Arabia, Katter, Oman, Libya, Kuwait, Lebanon, Arab Emirates, Jordan, Australia, Italy and

Canada.

Shatoo Hollow Droo Rest

River Foods

Address : Third Industrial Zone B (2) P (1)

Address : Amir Factory-El-Syouf - Alex

Factory Tele : 4590701 / 4593610-1

Tele : 5263889

Fax : 4593610 / 5265959

Website http://www.ocean-foods.net

20

Biscuits

El Shamadan

• About Us:In 1978 El Kowery family had established a company in egypt named El SHAMADAN Co.For Food Industries S. A.

E Business

• Owned by: Taher EL-Kowery & brothers.Located in Dekheila,Alexandria, Egypt over 16000 sq. M, producing Wafers

,Biscuits ,Chocolates.

• OVERSEAS FOR FOOD PRODUCTS S. A. E is a sister company of El SHAMADAN for Food Industries located in 6th of October

City, Cairo, Egypt covering an area of 28000 sq.M.

• It started its activities in October 1992 in the field of sugar & tea packing. In 1995, it added new lines for the production of

Cakes.

• It is considered as one of the four biggest cake producing companies in Egypt & in the middle east too his capital more

than milliard EGP .

Products Wafers, Buscuits, Chocolates, Cakes

Number of Employees: Above 1000 People

Main Markets: Africa, Middle East, Western Europe.

El Shamadan Co.

For Food Industries S.A.E.

Address: P. O Box 544 Om Zegheiw El Dekhila

,Alex

Phone

20-3-4401056.

20-3-4401633

20-3-4451633.

03-4402211,

03 4406852

Fax: 203-4406852

Mobile 002 012 795 1956

21

Biscuits Cakes

Kraft Foods

About : • Around the world and across a wide range of categories, Kraft Foods is always developing new products.

We look for opportunities to offer consumers products that better meet their health and wellness needs,

or provide them with more convenience. We seek to add value through innovative products and

packaging, and through products with improved taste or delicious new flavors.

• Our vision captures the essence of who we are. Everything we do flows from our vision. We just don't

happen to be a business that sells food – it's what we're all about. Our vision is about meeting consumers'

needs and making food an easier, healthier and more enjoyable part of life.

• Our vision tells the world – our employees, customers, consumers and the communities where we make

and sell our products – what we care about. It captures the importance of health and wellness, but it also

embodies all the ways we can eat and live better, such as the enjoyment of a dessert, the convenience of

a microwave meal, the safety and value of our products and the services and solutions we provide.

Kraft Foods – Biscuits

Family Nutrition

Address:

1st Industrial Zone, Abdel Qawy

Ahmed St.

10th of Ramadan , Cairo

Phone +2-015-390000

+2-015-390105

Fax: Fax: +2-015-411109

Web www.kraftfoodscompany.com

22

Cake Croissant Biscuit

Cheese Croissant Strawberry

Maamoul

Dates Bar

Shakallama Kaab Ghazal

–

Bakery - Others – Industrial

Faragalla (1/2)

.About : Faragallah group as founded in 1973 by Eng. Mohamed Farag Amer is now the chairman of the company , this is group

currently is considered to be one of the biggest and most diversified food companies in the middle east

The industrial operations are located at bog el-arab city , 50 KM far from Alexandria. Under this group there are 3 separate

food processing companies encompassing 22 production lines and all of them are cetified ISO 22000, ISO 9001, ISO 14001

and HACCP, Plus a newly established distribution company for the sales and marketing , the international produced brands

Established 1973

Product Meat/Chicken / Vegetables/Juices / Dairy Products / Bakeries/Jam/Tomato past / Stock and Powder/ Concentrate

Factory

Information Cairo factory, Two Factories in Alexandria

Certification: are certified ISO 22000, ISO 9001, ISO 14001 and HACCP Faragalla

Address : Head Office 36 Kafr Abdou St, Roucdhy

Telephone HQ : Tel +(202)22866600-

22866600 Fax 2844132

Sales Office 22866666 /22866666 Fax 2836010 Export

Office : 22866604/22866604 Fax22835632

Website http://www.faragalla.com

23

Bread Sticks Pastry

Bakery - Others – Industrial

Faragalla (2/2)

Petit Pan White Dry Toast

Strawberry

Cooked Pizza

Half Cooked

Pizza

Super Danish Feteer

Bread Sticks

Rusk Crumb

Bondok Belco

Bran Dry Toast Bran bread

Bread Ceaser

Danish

Pate Sambousak

Juice Meat & chicken Vegetable Dairy Jam Concentrate Stock

Tetra Pack – Glass –

Diopack/Faragello/Del

Monte/Eazy

Mouzou,Faragigo

Cooked/Semi Cooked

/Frozen Meat /Canned

Meat

Okra Zero, Frozen okra ,

Green Peas, Artichoke ,

Mix Vegetables

Spanish , Strawberry

Milk/Cheese/Cand

ia

Fig , Fig 0.900/Strawberry ,

Strawberry 0.900

Apricot, Apricot 0.900/Mixed

0.900, Mixed 0.380

Guava pulp, Mango Pulp,

Strawberry Pulp , Peach Pulp,

Fig Pulp , Pear Pulp , Apricot

Pulp

Instant Soup, chicky

and hot Chicky

24

Bakery – Industrial

Rich Bake

Rich Bake seeks to be the best in the bakery business in Egypt by offering the best quality in the market: attractively packaged, hygienic and

tasty products in an attractive packaging.

Starting with its Petit Pain and Soft Roll products, which offered a new type of bread to the Egyptian family, to the introduction of Soft Toast

Bread, a much-appreciated breakthrough for the Egyptian consumer, Rich Bake products have met its target of offering innovative and

delicious new types of bread in packaging that ensures freshness and makes sandwich making easy for the consumer, particularly children. It

continues to innovate and introduce new products.

Modern Bakeries, the company that manufactures Rich Bake products, is considered the leader among Egyptian bakeries, particularly for

European bread. Starting in November 1999, Rich Bake introduced a diverse range of products new to the Egyptian market, and that range is

always increasing. Currently, there are eight types of Rich Bake products, so that every taste and age can be satisfied. They vary not only in

their external characteristic--shape, volume or color--and internal characteristics--taste, smell, flavor--but also in other ways. Depending on

your dietary requirements, you may opt for different kinds of bread depending on their nutritional value.

Rich Bake

Address : Plot A, 1st & 2nd District Center

6th of October City,

Product/ Bakery

Website www.richbake.com

Telephone (202) 38360 510

Fax (202) 38360 519

Products :

Petit Pan Toast Brown Toast Burger Buns

25

Bakery – Industrial

Brunch

The leader of the fresh snacks in the Egyptian market as well as providing other bakery products"

Al-Faysal, one of the main players in Croissant and Pate market, has been recently acquired by Modern Bakeries. Al-Faysal was re-launched

last summer August 2006 with the brand name Brunch. Now Brunch is the leader in the short shelf life croissant and pate. It produces 5 days

shelf life filled croissants, pate, pizza and Danish. Concentrating on croissant and pate Brunch croissant is filled with chocolate and strawberry

while pate is filled with chocolate and white cheese. Hence we are the only player in the market now that have sour filling (cheese). Brunch

products are widely spread through out the market especially concentrated in kiosks. Brunch is always focusing on providing its consumers

with new products and innovative filling and recipes. Brunch is also planning in the near future to extend its range in the Bakery product

sector

Brunch

(Al-Faisal for Food Industries) Address: Al Abour Industrial City

Products Bakery : Pate, Croissant, Pizza, Danish,

Website www.newbrunchtime.com

Telephone Tel: +202 6100852

Fax Fax: +202 6100856

Croissant

Strawberry

Croissant

Chocolate

Pizza

Roomy Pate Pate Cheese

Danish

Products :

26

Bakery Food In Egypt

Other Manufacturers

Company Products Description Contact

RoyalPack Flavours & Flavor Enhancers, Sugar &

Sweeteners, Gums & Stabilizers, Food

Ingredients Food & Beverages, Food, Flavours,

Bakery, Desert

Formed to fulfill these needs: use the highest food standards

while producing and creating products for the industry. would

be thought of by its customers as a technical resource .

Nadia Mohamed

Piece #49, 3rd Industrial Zone

6th of October

Modern Bakeries Co. (

Richbake )

Food & Beverages, Bakery Products, Toast,

Bread, Buns

Seeks to be the best in the Bakery business in Egypt by offering

the best quality in the market: attractively packaged, hygienic

and tasty products

Osama Al Adl

Plot A, 1st & 2nd District Center

6th of October Egypt

GSF Egypt

Food & Beverages, Bakery Products, Others

Sauces

We are a Multi national supplier to fast food chains. Samiha Mohamed

Address: Lot 321, 1st industrial zone

6th of October Egypt

Al Kawthar Food

Processing Co.

Pasta, Flour, Bakery Products, FLOUR, BAKERY

PRODUCTS, Food & Beverages, Bescuits,

Macaroni, pasta food

Al Kawthar Food processing Co. is an Egyptian company

specialized in the manufacturing of Pasta "Macaroni," Biscuits

and flour mill cylinders. In 1996 Mr. George Fayk established Al

Kawthar Co. a . .

George Faik

Al Kawthar Area 1st Zone, Souhag Sohag Egypt

MIDO for International

Trading

Dairy Products , Food & Beverages, Cheese,

MEAT & POULTRY, Meat, Cheese, Pastery,

Bakery, Seafood, Groceries,

MIDO International Trading Whether you represent a private

company or a governmental organization based anywhere in

the world

Mohamed Abdel Wahab

10 El Sheikh Ahmed El Dardiry St.

CAIRO , Egypt

EL ESRAA Food & Beverages, Automotive, Fruits,

Agriculture, Frozen & Dried Fruits, Bakery

Products, Second Hand,

we an Egyptian company working in exporting and importing

frozen vegetables& fruits and other materials such as used

trucks parts used cars

Mustapha family

company ltd

Animal & Livestock, Food & Beverages, Toys,

Live Animals, Ball, Bakery Products,

Ours is a company established and registered for the purpose

of export of agricultural produce from the west African sub-

region, and also involves in other deals of natural minerals

extraction and export

Mustapha Songo

9st, villa 410, Banha, Kalubia,

CAIRO ,Egypt