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BUSINESS STRATEGY
Egyptian confectionary company rolls out its African export strategy
By our African Marketing Confederation News Team | 2026
MO Group identifies South Africa, Somalia, Côte d’Ivoire, Senegal and Madagascar as target markets under its African expansion plan.
MO Group participating in the Food Africa trade show
Leading Egyptian confectionery manufacturer MO Group has entered South Africa, viewing it as a gateway for expansion into other parts of Africa.
The company is seeking to reduce its export reliance on a limited number of markets by expanding into new destinations across Africa, Europe and the Caribbean – while maintaining its presence in Arab countries, which account for a significant share of its overseas sales.
A new strategic plan combines entry into markets for the first time, increased business volumes in countries where the group’s products are already available, and the development of product ranges and packaging methods to meet the specific demands of each market.
Hamdy El-Abrak, Chairman of the MO Group, explains that the selection of new markets is not based solely on the expected level of demand, but also involves studying distribution channels, identifying products suited to local consumers, and assessing importers’ requirements regarding specifications, packaging and pricing.
A gateway to other African markets
El-Abrak believes South Africa’s importance extends beyond the size of its domestic market, as the country could serve as a gateway to other African markets amid growing opportunities for Egyptian food products across the continent.
Alongside South Africa, the company has identified Somalia, Côte d’Ivoire, Senegal and Madagascar as target markets under its African expansion plan.
The group’s expansion efforts in Africa rely on participation in specialised exhibitions and trade missions, in addition to direct meetings with importers. The aim is to understand market needs and building sustainable commercial relationships.
MO Group’s confectionary brands include Teeka, Relevant, Day Live, Big Baba, Bigg Buddy, Creamy and Lemo Pop.
Egypt is increasingly viewing the rest of Africa as a potential export target as it enhances its export capabilities, most recently through a partnership with global supply chain solutions company DP World which was signed in July 2026.
This aims to improve logistics efficiency, lower trade costs and open new international markets for Egyptian products.
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