our brands
Potato Chips
Tiger
In 2022, Tiger launched its first ever kettle sub-brand which was under the name of “Tiger Waffles” as a limited time offer.
Waffles was initially launched in three flavors: Spicy Mango, BBQ Habanero and Honey Mustard in two price points;3 LE and 5 LE. Waffles was launched in February and was supported with a full communication campaign on TV, Digital and On-ground.
Staying true to the brand promise “Khareg An El Saytara”, Tiger continues its innovative propositions in 2022. Tiger relaunches once again a new pack design renovating its visual cues to further reflect its dynamic and youthful personality.
Big chips
After obtaining the leadership in the ridged PC market, Egypt Foods Group decided to enter the flat PC category seeking the same success.
In 2021, Egypt Foods Group launched Big Chips, a 100% natural flat PC product that gives more value to the consumer as it gives a rich journey to mouth with its crispier bite, and iconic flavors.
Big chips has a diverse flavor range; Sweet Lime, Salt & Vinegar, Seasoned Cheese, Sweet Chili, Chili & Lemon, & Tomato.
The product comes in 3 price points: 2LE, 3LE, & 5LE
In 2022, Egypt Foods Group launched 2 new premium flavors for Big Chips (Chicken Peri Peri, & Paprika Heatwave) with new and differentiated packaging.
By mid-2022, Egypt Foods Group launched the first communication campaign for Big Chips highlighting the core brand promise.
Corn
Jaguar
In January 2022, Egypt Foods Group launched “Jaguar Tortilla” in line with the company’s diversification strategy – Introducing 2 different flavors to the Egyptian market “Mexican Salsa & Sweet Lemon” with a price points 2 EGP and 5 EGP aiming at fulfilling consumer’s needs.
Jaguar Popcorn is the latest sub-category under Jaguar’s umbrella introduced in July 2022 with 2 flavors: BBQ and Cheese with price point 5 EGP
Another new sub-category for Jaguar is Jaguar Tubes, introduced in June with 2 flavors; Hotdog Ketchup and Spicy Vegetables.
kalbaz
In 2022, Kalbaz had one price point which is 1 EGP positioned as value proposition product.
As of 2022, Kalbaz 1 EGP has 3 flavors: Ketchup, Pizza, and Cheese.
However, in the last Quarter of 2022, Egypt Foods Group launched a new price point for Kalbaz which is 5 EGP which was propositioned in the market as value for money, where the value is offered through gifts.
It is also available in 3 flavors: Cheese, Jalapeno Cheese, Hot Ketchup.”
CONO Cones & Popcorn
In 2022, CONO Cones became more focused on the pellets market by offering Unique, high quality, diverse flavors, and great crunch by introducing a new flavor which is Cheddar Cheese.
Cono currently has three flavors; Cheddar Cheese, Pizza and Sweet Chili, and it comes in two price points: 2 EGP and 5 EGP.
bread snacks
Rusky
With a handful of brands competing in the bread snacks market category, Egypt Foods Group saw it as an opportunity to launch a brand with a fresh new look, flavors and quality. Rusky came to life in September 2018, and ever since has been continuously expanding, targeting both youth and adults looking for healthy and satisfying snacks. By 2019, a new flavor was launched for Rusky.
In 2021, Rusky’s relaunch was initiated offering a new revamped product that emphasizes freshness, great crunch, rich flavor and premium enhanced quality.
NovY
In 2020, Egypt Foods Group spun off the confectionery as a separate business unit from its salty snacks business.
In October 2020, Novy brand was launched as the mother brand for the new business unit. Novy is the sweet part of Egypt Foods with more than 40 products within 5 different categories: CHOCLATES, CAKE, BISCUITS, JELLY & WAFER with multiple flagship sub-brands like (Torta, Fingers, Spaghetuss, Blazo & others).
Novy provides consumers with high quality products of good value for money.
In January 2022, NOVY launched 3 new products in 3 different segments: Magic fingers coated wafer filled chocolate in the coated wafer segment, Torta Swiss roll in the Swiss roll segment. Maxi chocolate in the countline chocolate segment.
Novy is set to be the cornerstone in a new breakthrough stage for Egypt Foods Group.
Chocolate
Blazo
Blazo is one of the most important brands in the chocolate category at Novy, launched in 2021.
It’s a delicious combination of chocolate, crisp, wafer and caramel that everyone love.
Jelly
Spaghetuss
Spaghetuss is a very well-known brand among consumers and comes with a lot of Nostalgia, it’s unique brand in terms of taste & shape with no direct competitors in the market.
The product is offered in 2 flavors: Apple & Strawberry.
Wafer
Magic Fingers
Magic fingers is the newest member of the wafer category, the product is available in two wafer segments (coated & uncoated).
The product is one of a kind in terms of the number of layers and the chocolate filling and provides a delightful experience.
Product launched in 2022.
Cake
Torta
Torta is the flagship brand for cake, it’s one of the most selling products at Novy, available in Layer cake & swissroll cake. Layer cake is available in different flavours including chocolate, vanilla, mango, strawberry and coffee, launched in 2021.
Torta rolls is the newest edition of Torta cake, comes in 2 flavours (chocolate and strawberry) and was launched in 2022.