Building the Legacy from One Generation to the Next
In 1889, El Rashidi El Mizan was established in Cairo as a small family business. Today, this company proudly stands as the leading Confectionary producer in the Middle East and North Africa and is among the strongest brands in Egypt with very high consumer loyalty and awareness exceeding 90% according to marker research.
El Rashidi El Mizan has started in the Halawa and Tahina market, always providing people with innovations which have made us an embedded brand in the culture; standing for heritage, quality and Egyptian "goodness".
The delicious tastes of our indulgently healthy products have found their way into the heart of homes all over the region and our trademark has gained strong popularity among consumers from all income levels.
In Egypt, the Halawa and Tahina market is very fragmented with more than 150 producers operating in the field, each with a limited geographical reach. Today, El Rashidi El Mi We are regularly Selling: halawa, tahina, hulled sesame seeds, jam, tomato paste. We are regularly Buying: sesame, fruits.
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