News

Kellogg’s Acquires Egypt’s Largest Cereal Company for $US 50 Million

Kellogg’s Acquires Egypt’s Largest Cereal Company for $US 50 Million

Credit: Asim Bharwani from Flickr.
Credit: Asim Bharwani from Flickr.

Kellogg’s acquired Egypt’s largest cereal company, Mass Food Group, for $US50 million on Monday.

“As the number one cereal company in Egypt, Mass Food Group is an excellent strategic fit for Kellogg,” said Chris Hood, President of Kellogg’s Europe, in a press release.

“The combination of Mass Food Group’s manufacturing capabilities, established local brands, and sales and distribution infrastructure, coupled with Kellogg’s product innovation, international sales knowledge, iconic brands and marketing expertise, will help unlock the growth potential of the cereal category in the key markets of Egypt and North Africa” he added.

A family owned business, founded in 1996, Mass Food Group is the first company in Egypt to produce breakfast cereal for the Egyptian public. With its rapid and monumental success, the small company has dominated the cereal market having grown to a value of $US18 million within 20 years and employing over 600 people.

Speaking on behalf of the El Bahay family, the founders of Mass Food Group, Tamer El Bahay, the current Vice-President, expressed the family’s happiness with the purchase and stated, “I would like to say how proud we are to have been acquired by Kellogg’s, the world’s leading cereal producer.”

“With their know-how and expertise, we can emerge stronger together with a combined portfolio of brands to excite our consumers. We know the dedicated people of Mass Food Group, who have helped make this company a success, will continue to grow and develop under Kellogg’s leadership,” he explained.

Mass Food Group creates Egypt’s favorite cereal brands such as Temmy’s cereals and NutriFit cereal bars and currently exports their products to markets around the world in Europe, East Asia and Africa.

Mass Food Group was the largest acquisition for Kellogg’s this year; Kellogg’s bought Egypt’s leading packaged biscuit company, Bisco Misr, earlier this year.

Egypt's President Sisi Calls on World to Stand Against 'Plague of Terrorism'
Culture of Silence Pervades Workplace Harassment of Women in Egypt

Subscribe to our newsletter


News

More in News

Tourism attraction public investment oil rig

Saudi Arabia Turns Offshore Oil Rig Into Huge Adventure Park

Nour Altoukhi20 October 2021

Earthquake Felt by Cairo Residents

Nour Altoukhi19 October 2021

Non-vaccinated Citizens Not Allowed to Enter Government Facilities Starting December 1

Marina Makary18 October 2021

Orascom Inks Deal to Build 500 MW Wind Farm in Egypt

Egyptian Streets14 October 2021

Egyptian Football Fans to Return to Stadiums After a 6-Year Ban

Nadine Khaled13 October 2021

‘Everything Under Control’ After Fire Engulfs Gouna Film Festival Plaza

Egyptian Streets13 October 2021

Egypt Arrests Three After 20,000+ Vaccines Found Dumped in Waterway

Mona Abdou11 October 2021

Egypt’s Big Ramy Wins Mr. Olympia Title for Second Year in a Row

Egyptian Streets10 October 2021