Hani Berzi acquires HoHos, Twinkies and Tiger Tail brands

Hani Berzi’s Edita Food Industries said it has taken ownership of the HoHos, Twinkies and Tiger Tail trademarks and associated brand rights across the rest of Africa as part of a push to grow its presence on the continent. The company reached a sale and assignment agreement with Hostess Brands, a unit of the J. M. Smucker Company, that gives Edita broader rights to the popular snack cake names.

Officials at Edita did not disclose the value of the transaction. The agreement extends the company’s reach beyond its existing ownership of the brands in the Middle East and North Africa. The expanded rights now cover African markets outside the MENA region, according to company statements.

Edita is one of Egypt’s largest producers of packaged baked goods and snacks. It already holds the rights to Twinkies, HoHos and Tiger Tail in several regional markets including Egypt, Libya, Jordan and the Palestinian territories. Analysts say the latest acquisition aligns with the company’s longer term strategy of expanding geographically while strengthening its brand portfolio.

The company produces a wide range of snack products, including cakes, croissants, rusks, wafers and confectionery items. Its homegrown brands such as Molto, TODO and Bake Rolz are widely recognized in Egypt, and exports have increased steadily in recent years as the company seeks new growth channels.

By securing broader African rights to the Hostess Brands products, Edita gains the option to market and potentially manufacture the snacks directly in additional countries. Industry observers say demand for well known global snack brands is rising across Africa, particularly among younger and increasingly urban populations.

Retail growth, improving distribution networks and changing consumer habits have made several African markets more attractive to packaged food producers. Snack makers are targeting countries where middle class populations are expanding and spending on fast moving consumer goods is increasing.

Edita is listed on the Egyptian Exchange and also trades in London, a structure that reflects its ambition to appeal to both domestic and international investors. Company executives have previously said expanding brand ownership and entering under served markets are central pillars of its growth plan.

The HoHos, Twinkies and Tiger Tail names have been part of Edita’s offering in the MENA region for years. Management has described the extension of those rights as a way to pair globally recognized brands with the company’s established regional manufacturing and distribution capabilities.

Industry analysts say the deal strengthens Edita’s competitive position against multinational and regional food companies operating across Africa. Control of additional international brands could help the company secure shelf space, deepen distribution partnerships and build loyalty across multiple markets.

Edita said it will continue to explore opportunities that complement its existing portfolio as it works to expand revenue streams and deepen its footprint across the African continent.