Mass Food Group is the first firm to produce breakfast cereal for Egyptian consumers
USA Kellogg’s has acquired Egypt’s largest cereal company, Mass Food Group, for USD50m, the food giant announced on 28 September.
“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.
Growing rapidly, the company has come to dominate the Egyptian cereal market, reaching a value of USD18 million within 20 years and now employing more than 600 people.
“I would like to say how proud we are to have been acquired by Kellogg’s, the world’s leading cereal producer,” said the company’s vice-president, Tamer El Bahay, speaking on behalf of the El Bahay family, the founders of Mass Food Group.
“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 said.
Mass Food Group creates Egypt’s favourite cereal brands such as Temmy’s cereals and NutriFit cereal bars. The company also currently exports its products to markets around the world in Europe, East Asia, and Africa.
Mass Food Group is the largest acquisition for Kellogg’s so far in 2015, although Kellogg’s bought Egypt’s leading packaged biscuit company, Bisco Misr, earlier this year.
Mass Food Group has grown rapidly over the last 20 years