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Edita Frozen presents

Frozen is just fresh, paused.

Cold doesn't age dough. It stops the clock. Every croissant in this vault was frozen in its freshest minute, and it's still in it.

The craft

Layer upon layer upon layer.

Laminated dough is patience made visible: butter folded into dough, rested, folded again. We freeze it at its peak, because the peak deserves keeping.

The oven

180°. Twenty minutes. That's the whole recipe.

No thawing. No guesswork. From freezer to oven, exactly what the pack promises: Ready for the Oven.

The reveal

The smell arrives before the food does.

That's the twenty-minute miracle: a kitchen that suddenly smells like a bakery, and everyone drifting toward it.

The table

Always ready. For the guests who didn't call first.

A stocked freezer is hospitality, planned. Croissants, puffs, pizza, sweet pies: the sweet side of life, on standby.

Open the freezer

Honest frozen

We freeze it because we're proud of it.

Cold is not a compromise. Cold is a promise.

Fresh has a best minute. We keep it there.

Frozen at its peak. Baked in your home. Honest both ways.

The range

Open the freezer.

Four families on one shelf: the pizza that leads the market, puff pastry as your blank canvas, sweet pies on standby, and the croissants that started the story, now baked for the pros.

From plain crusts to loaded melts. Dinner, unfrozen.

The ritual

Twenty minutes, three moves.

  1. 01

    Preheat to 180°

    Give the oven a head start. A properly hot oven is the whole secret of the rise.

  2. 02

    Straight from the freezer

    No thawing, ever. Cold dough meeting hot air makes the steam that lifts every layer.

  3. 03

    Golden, not timed

    Pastry runs about twenty minutes; pizza from about eight. Trust the color, not the clock.

Middle rack.One layer, never stacked.Bake little and often: every tray arrives fresh.

Why frozen, why now

The math of the thaw.

The world's biggest bread lovers, a freezer aisle still nearly empty, and a category Europe already proved. Sources named. Bring this to your board.

0

of Europe's fresh-bakery market is now bake-off, up 10 points in a decade.

GIRA, 2022

0kg

of bread per Egyptian per year, the highest in the world.

USDA FAS

#1

Forni frozen pizza in Egypt, in every governorate.

Edita, May 2025

0

distribution centres + refrigerated trucks keeping the chain cold, nationwide.

Edita, 2025

0

Forni's revenue growth in 2Q 2026. The story is inflecting.

Edita IR, Aug 2026

0

the year Edita started. Thirty years of snacks; the freezer is the next chapter.

EGX: EFID.CA

For business

Two doors for the trade.

01

For kitchens that never stop

Since CAFEX 2025: premium frozen croissants, viennoiserie and breads, baked fresh in your kitchen and served as your own.

Talk foodservice→02

Container-ready, spec-sheet honest

Carton dimensions, load plans, shelf lives: everything a buyer needs, straight from the trade file. Egypt today; your market next.

Get the specs→

The story

From acquisition to inflection.

2017

A bakery is born

Fancy Foods opens in 6th of October City: an industrial frozen bakery with two production lines and its own know-how.

2023

Edita opens the freezer door

May: Edita acquires 100% of Fancy Foods (EGP 380m enterprise value) and pledges EGP 400m more. October 8: Forni launches with 8 SKUs of croissants and filled mini puffs.

2024

Pizza joins the oven

March 6: Margherita and Plain Crust arrive. Sweet pies, pastry sheets and a dedicated frozen distribution centre follow.

2025

The pros knock

May, CAFEX: a premium foodservice line of frozen croissants, viennoiserie and breads, led by General Manager Celine Berzi. Forni frozen pizza is named Egypt's market leader.

2026

The inflection

New round pizzas top the range, the portfolio is streamlined, and 2Q revenue jumps +33.6% on B2B momentum. The brand simplifies to one word: Forni.

“Edita recognizes the tremendous potential in the Egyptian frozen bakery market and is committed to the long-term growth of this segment.”
Eng. Hani Berzi, Chairman · May 2023
Celine Berzi
General Manager, Edita Frozen Food Industries

At the helm

Celine Berzi

The twenty minutes have a manager.

Celine brings ten years of brand building to the freezer aisle. She joined Edita in 2011 as a management trainee and rotated through supply chain planning, industrial operations, finance and marketing before finding her stage: brands.

She led Todo brownies and the Molto Cheese range, built Freska and MiMix from scratch, revamped the Twinkies and HOHOs packaging, and in 2020, as Group Marketing Manager, launched HOHOs in Morocco as the bridge between the Egypt and Morocco teams.

As Marketing Senior Operations Director for international markets and innovations, she played a pivotal role in acquiring Fancy Foods, the B2B frozen bakery that became Edita Frozen Food Industries. Today she runs the company built on that bet.

Mechanical Engineering, AUCEdita since 2011Todo · Freska · MiMixHOHOs Morocco launchFancy Foods acquisition