Edita Food Industries S.A.E. (EFID.CA) announced on Wednesday the finalization of an agreement with Hostess Brands LLC, a subsidiary of The J. M. Smucker Company, to expand its ownership of the HoHos, Twinkies, and Tiger Tail brands to over 45 additional African countries.
The transaction grants Edita exclusive rights to these brands across the entire continent, building on its existing ownership of the trademarks and manufacturing know-how within the Middle East and North Africa (MENA) region. The deal also includes rights to manufacture 11 additional Hostess brands.
The acquisition aligns with Edita’s regional growth strategy to transform these labels into pan-African assets.
“This acquisition marks an important milestone in the evolution of our regional platform and expansion into new attractive markets,” said Eng. Hani Berzi, Edita’s Group CEO. “By extending our ownership of the HoHos, Twinkies & Tiger Tail brands across the rest of Africa, we are building on decades of successful brand development in Egypt and MENA and creating a scalable foundation for future growth.”
Berzi added that the brands have demonstrated an ability to resonate with consumers across cultures, citing Africa as a “compelling next frontier” for their expansion.
