El Rashidi El Mizan

What El Rashidi El Mizan does

El Rashidi El Mizan is a privately held Egyptian food manufacturer founded in 1889 in Cairo and currently headquartered in 6th of October City. The company produces a portfolio of sesame-based and adjacent grocery staples, with Halawa (sesame confectionery) and Tahina (sesame paste) as its heritage core, supplemented by jams, tomato paste, honey, molasses, premium rice under the Wesaya sub-brand, and ready-to-eat hummus and tahina dips. Manufacturing is anchored by a modern jam and tomato paste facility described as among the most advanced in MENA (commissioned July 2009) and is supported by a full suite of international food-safety and quality certifications (ISO 9001, ISO 22000, ISO 14001, ISO 45001/OHSAS, ISO 17025, HACCP, BRC, SA 8000). Product innovation has historically focused on format extension — first-in-history spreadable Halawa (2011), Choco Halawa Spread, individually-wrapped Halawa bars, and 300g ready-to-eat dips — alongside a shift from bulk zinc containers to branded plastic and on-the-go packaging.

The company's go-to-market combines a direct sales force and sales merchandisers with a wholesale/distributor model that reaches 90% of Egypt's ~90-million-strong consumer market, plus export distribution to 45 countries. Marketing is executed primarily through mass-market TV commercials, a recipe-driven content engine on the corporate website, and a YouTube presence; B2C mass-retail is the primary channel, with a secondary use-case segment for families and catering via bulk packs. Customer segments are horizontal (Egyptian households across income levels), with secondary use-case segments in families/catering, convenience consumers, and regional MENA export markets. Revenue is generated through packaged-goods sales across price-pack architecture ranging from individual portion packs to bulk catering containers; pricing is not publicly disclosed and is set by retail channels.

The business remains under founding-family ownership with no disclosed private equity, venture capital, or parent company, and no public-market listing. The operating model is a branded, multi-category CPG play whose competitive position is grounded in 135 years of brand heritage, a deep national distribution footprint, and category leadership in sesame-based confectionery across the MENA region.

Name

El Rashidi El Mizan

Legal name

EL RASHIDI EL MIZAN CONFECTIONERY (S.A.E)

Website

https://elrashidielmizan.net

Company type

Private

Founded year

1889

Operating status

Operating

Headcount range

11–50 employees

Short description

El Rashidi El Mizan is a privately held Egyptian food manufacturer founded in 1889 that produces Halawa, Tahina, jams, tomato paste, honey, molasses, rice, and ready-to-eat dips for mass-market Egyptian households and export markets across 45 countries, distributed through a national retail network reaching 90% of Egypt's consumer market.

Ownership category

akta.pro rank

Product category

Confectionery and Packaged Food Manufacturing

NAICS

Sugar and Confectionery Product Manufacturing (3113), Food Manufacturing (311), Snack Food Manufacturing (31191)

SIC

Canned, Fruits, Veg, Preserves, Jams & Jellies (2033), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)

akta.pro primary industry

Jams, Jellies, Preserves & Fruit Spreads Manufacturing (AFAKADAI)

akta.pro secondary industry

Religious & Cultural Foods Wholesale (Halal, Kosher, etc.) (AFAIAIAI)

Keywords

• Sesame confectionery production
• Halawa manufacturing
• Tahina processing
• Fruit jam production
• Premium rice milling

Headquarters

HQ city

6 October City

HQ country

Egypt

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Halawa Products: Core revenue stream from sesame-based Halawa products including plain Halawa, Halawa with nuts (pistachios, hazelnuts, almonds), chocolate Halawa, Halawa bars (on-the-go convenience format), and Halawa spreads (plain and chocolate varieties). Products sold in various sizes from individual servings to bulk catering packs.
2. Tahina Products: Tahina (sesame paste) sold in jars, sachets, and bulk formats. Core ingredient product for Middle Eastern cuisine.
3. Jams: Fruit jams including orange, strawberry, fig, apricot, raspberry, four fruits, dates and cloves, and blueberry. Available in jars, portion packs, and bulk sizes.
4. Tomato Paste: Tomato paste made from fresh ripe tomatoes, available in jars and sachets.
5. Honey: 100% natural honey from best honey farms with no additives or preservatives, sold in jars and portion packs.
6. Molasses: Molasses made from finest sugarcane, a healthy sweetener rich in iron, potassium and magnesium.
7. Wesaya Rice: Premium Egyptian high quality rice, well selected, treated and refined with European technology.
8. Ready-to-Eat Dips: Fresh hummus and Tahina dips, free from additives, preservatives and artificial colors, in 300g glass jars.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

El Rashidi El Mizan manufactures and distributes branded packaged food products, with its core in sesame-based items — Halawa (sesame halva in boxes, bars, spreads, and bulk) and Tahina (sesame paste) — and an extended portfolio of jams, tomato paste, honey, molasses, premium rice (Wesaya), and ready-to-eat hummus and tahina dips. Products are sold in jars, sachets, individual portions, family packs, and bulk catering sizes, reaching 90% of Egypt's consumer market and exported to 45 countries.

Product overview

El Rashidi El Mizan is a leading Egyptian food manufacturing company established in 1889, producing a diverse portfolio of sesame-based confectionery and food products. The core product lines include: Halawa (traditional sesame confectionery available in boxes, bars, spreads, and bulk formats with flavors such as plain, pistachios, hazelnuts, almonds, and chocolate); Tahina (sesame paste); Jams (in various fruit flavors including orange, strawberry, fig, apricot, raspberry, blueberry, and four fruits); Tomato Paste; Honey; Molasses; Wesaya (premium rice); and Ready to Eat products (hummus and tahina dips). The company operates from the Middle East and North Africa's most advanced jam and tomato paste factory (opened July 2009) and exports to 45 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Wesaya: Premium Egyptian high quality rice, well selected, treated and refined with the best European leading global technology.

Products and services

• Halawa Traditional sesame-based confectionery (halva) made from the purest sesame seeds, cholesterol-free and rich in protein, vitamins, and calcium. Available in boxes, bars, spread, and bulk formats with flavors including plain, pistachios, hazelnuts, almonds, and chocolate. Sold across grocery, supermarket, catering, and export channels for individual and family consumption.
• Tahina Authentic sesame paste (tahini) made from 100% pure peeled, roasted, and milled sesame seeds. A core Middle Eastern ingredient served as a side dish with meat and fish, used as a dip, and consumed with molasses. Sold in jars, sachets, and bulk sizes.
• Jams Fruit jams made with fresh fruits gently cooked to retain natural taste and goodness, with no preservatives, artificial colors, or flavors. Available in orange, strawberry, fig, apricot, raspberry, blueberry, four fruits, and dates and cloves varieties, in jars, portion packs, and bulk sizes.
• Tomato Paste Tomato paste made from fresh ripe tomatoes, designed to enhance the flavor of sauces, pasta, and pizza. Available in jars and sachets.
• Honey 100% natural honey from the best honey farms, with no additives or preservatives. Marketed as 'The golden liquid', an excellent source of energy rich in essential minerals and vitamins, available in jars and portion packs.
• Molasses
• Wesaya Rice Premium Egyptian high quality rice under the Wesaya sub-brand, well selected, treated, and refined with European technology. Medium grain rice suitable for all cooking purposes, sold in bulk and family sizes.
• Ready to Eat (Hummus and Tahina Dips) Ready-to-serve dips including hummus dip (made with fresh chickpeas) and Tahina dip, free from additives, preservatives, and artificial colors, presented in 300g glass jars for convenient consumption.

Quantifiable outcome

• Distribution reaching 90% of Egypt's 90-million-strong consumer market
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Al Jazeera Foods: Egyptian food producer serving mass-market grocery with branded staples in overlapping categories; comparable as a domestic Egyptian manufacturer competing for the same retail shelf space in similar product types.
• Halwani Bros: Saudi Arabian manufacturer of halva, tahini, jams and tomato paste sold across MENA; directly comparable as a heritage sesame-confectionery and jam producer operating in the same category across overlapping geographies.
• Tahincioglu: Major Turkish producer of tahini and halva with regional reach; comparable as a dedicated sesame confectionery/paste manufacturer competing for the same Middle Eastern and export consumer base.

Broad incumbents

• Americana Group: Large MENA food conglomerate with broad categories across frozen foods, meat, dairy and condiments; comparable as a regional incumbent with a portfolio play approach to mass grocery, though not a sesame-confectionery specialist.
• Almarai: Saudi dairy and food giant distributing a wide range of branded foods across MENA; comparable as a large regional CPG incumbent with similar mass-market distribution intensity, though diversified across categories.
• Hero Group: Swiss multinational jams, baby nutrition and spreads company with global reach; comparable as a branded jams and confectionery manufacturer competing in shelf-stable fruit and sweet spreads categories.
• The J.M. Smucker Co. US branded food company with leading positions in jams, jellies and spreads; comparable as a heritage jam and sweet-spreads manufacturer with mass retail distribution and brand-led pricing.
• Kraft Heinz: Global packaged food conglomerate including jams, condiments, sauces and tomato products; comparable as a multinational incumbent in adjacent mass-market categories like tomato paste and fruit spreads.
• Nestle Middle East: Global packaged food multinational with a deep MENA footprint across confectionery, dairy and culinary products; comparable as a globally branded incumbent pressuring regional players in jams, sauces and convenience foods.

Regional players

• Shaya'a Halva: Lebanese producer of traditional sesame halva and tahini with strong regional brand recognition; comparable as a heritage Levantine halva manufacturer with overlapping diaspora and regional customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@elrashidielmizan
• Facebookfacebook.com/ElrashidiElmizan

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about El Rashidi El Mizan