Juhayna expands business strategy with merger of subsidiaries

EGYPT – Juhayna Food Industries, a leader in Egypt’s food sector, has moved to consolidate its operations with the merger of four of its subsidiaries: Elmasreya for Dairy Products Company, Eldawleya Modern Food Industries Company, Egyptian Food Industries Company (Egyfood), and El Marwa Food Industries.

According to a disclosure made to the Egyptian Exchange (EGX) on November 24, 2024, the merger will be executed based on the book value of the companies as per their 2023 financial statements.

Notably, the merger aims to streamline operations while adding new business activities, reflecting Juhayna’s commitment to innovation and expansion in response to shifting market demands.

The changes brought about by the merger will include amendments to the company’s Articles of Association, which will be presented for approval at an extraordinary general meeting (EGM).

Despite these structural shifts, Juhayna has confirmed that the authorized and issued capital of the company will remain unchanged.

The merger is set to enhance the company’s agility in responding to both local and global market trends, particularly in the dairy sector, where consumer preferences are increasingly favoring healthier and more sustainable alternatives.

In line with the merger, Juhayna has also recently launched a series of new products aimed at tapping into the growing demand for healthier food options.

As reported by Passant Fouad, External Communications Director at Juhayna, the company has introduced a chocolate mix with 30% less sugar, catering to the rising health-conscious consumer.

The move follows a global trend where a significant number of parents—68%—are actively reducing sugar intake for their children.

Additionally, the company has expanded its Greek yogurt range with innovative flavors such as pineapple, oats and flaxseeds, and acai.

These new options are designed to appeal to the Egyptian market’s increasingly diverse tastes, positioning Juhayna’s products as a high-protein, healthy choice for consumers, including athletes.

Juhayna’s new product line also includes the relaunch of two juice flavors, Pina Colada and Mon Cherry, further demonstrating the company’s proactive approach to innovation.

This expansion into alternative dairy and beverage options is not just a response to consumer trends but is a strategic move to position Juhayna as a market leader in the evolving dairy sector, which is increasingly looking toward alternative proteins and more sustainable production practices.

The company’s push to integrate innovative dairy alternatives and healthier options into its portfolio highlights its ability to adapt to the global shift toward sustainability and consumer health.

As Juhayna continues to expand both domestically and internationally, with its products now available in over 62 markets worldwide, this merger and product expansion strategy signals the company’s readiness to take on new challenges in the ever-evolving food industry.