Tiger is Egypt’s leading wavy potato chip brand. Ever since its launch in 2004, it rapidly evolved, becoming the category’s leader. Tiger initially focused on the ridged potato chip attributes, with its famous high crunch that stemmed from the rigged texture.

2019 was a comeback year for Tiger with a major re-launch in March, the relaunch was a huge success as Tiger was able to stand out from other competition emphasizing on the intense flavors. With regards to brand persona, Tiger empowers youth to get out of their comfort zone, break boundaries in good ways, overachieve, exceed expectations, and still have fun.

To complement the launch, Tiger ventured into key sponsorships, to connect with the bold and young target segment. These key sponsorships include football giants El Ahly, the Egyptian national team, the African Cup of Nations, the Egyptian League and Cup.

big chips

After obtaining the leadership in the ridged PC market, EFG decided to enter the flat PC category seeking the same success. The product comes in 3 different price points (2LE – 3LE – 5LE) Big targets to be the highest value for money pack in the market. 

Big Chips is a 100% natural fried flat potato chips product. It is available in 4 different flavors; Sweet Chili, Spicy & Lemon, Tomato, and Seasoned Cheese. It is a differentiated high quality thicker and crunchier chip that is full of flavor.

CONO Cones & Popcorn

Cono is one of the oldest and earliest brands that Egypt Foods Group introduced to the corn category. Ever since its launch in 2006, CONO Cones has always been an unbeaten brand in the pellets subcategory, thanks to its unique cone shape and appealing flavors. Throughout its journey, CONO has retained its appeal to consumers.

To amp up the brand, Egypt Foods Group decided to fully utilize CONO’s potential by launching 1 new subcategory: Popcorn. The brand received a full makeover, with a premium look, a unique and diversified range; CONO has set itself apart from competition and won its customers satisfaction.


Kalbaz is one of the oldest and most loved Corn Snack brands in Egypt and has become a renowned name in every household. It was the first brand launched by Egypt Foods Group upon its inauguration in 2000 and has grown ever since in equity and consumption rates. In 2019, Kalbaz made a strong comeback to the Egyptian market. While retaining the main character, the brand underwent a makeover with new flavors launch and 2 extra price points. A new platform was developed for Kalbaz “Hekayet Batal” and was manifested using a 360-communication campaign.
In 2021, Kalbaz had a package revamp – giving it a more modern look making it appeal more towards its target audience.


Jaguar is EFG’s newest corn brand – positioned as a value proposition product in the corn market where it offers consumers a great value for money scheme.

Jaguar comes in an innovative corn puff shape unlike others in the market – with 2 different price points (2 LE – 5 LE).


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 fresh new look, flavors, and quality. Rusky Bakes came to life in September 2018, and ever since has been growing steadily and gaining market share, targeting both youth and adults looking for healthy satisfying snacks.

By 2019, a new flavor was launched for Rusky. In 2020, Rusky communication was tweaked to meet consumer expectations, hammering on guilt free, allnatural, healthy snacking.

In 2021, Rusky’s relaunch was initiated offering a new revamped product.


In 2001, Egypt Foods Group started manufacturing confectionery products, including 5 categories that houses 22 products, most prominently Wezo, Gero, Star, and Choco Shots, among many others.
In 2020, Egypt Foods Group spun off the confectionery as a separate business unit from its salty snacks business; and in October 2020, Novy brand was launched as the mother brand for the new business unit. With more than 33 products, Novy is set to be the cornerstone in a new breakthrough stage for Egypt Foods Group.