The factory in the 6th of October City will export 70% of its production to the Middle East & Africa.
“The Egyptian market has been a key driver of Mars’ growth in the region,” said the company in a statement.
Amira El Shabrawy, Director of Human Resources at Mars North Africa added: “The new Twix production line will be built to LEED Gold standards, making it the first food factory in Egypt to abide by this International Standard.
“The LEED Gold Certificate from the Green Building Council (USGBC) guarantees better standards in electricity usage, natural lighting, and water waste recovery management as well as waste management and recycling.”
300 new jobs
The US embassy in Cairo said that the Mars plant expansion will create 300 new jobs and 60% of inputs for the new production line will come from local suppliers.
“Egypt is important to Mars not only for its large consumer base but for it strategic location to serve as a regional export hub to Africa and the Arab world,” said US Ambassador to Egypt Anne W. Patterson, who attended the ground-breaking ceremony.
Mars North Africa and Levant Division, headquartered in Cairo, exports to over 10 countries in the region, mostly in the Middle East, Turkey and North Africa.
The division has spent over $120 million (EGP 700m ) since 2005 and intends to invest a further $245m (EGP 1.4bn) in the next ten years.
Egyptian confectionery market
Egypt’s confectionery market was valued at $415m in 2011, up 10.7% from 2007, according to data from Leatherhead Food Research. Within this market, chocolate holds the lion’s share representing 54% of overall value.
However, an analyst from Leatherhead told this site that the market would lag over the next few years following political and economic instability.
Mars competes with Mondelez International in the Egyptian chocolate market. Nestlé is also active with regional headquarters in Cairo.