Hayat Egypt, the local subsidiary of Hayat, the leading global FMCG company headquartered in Türkiye and one of the largest diaper manufacturers and the largest tissue producer, is celebrating its 10th anniversary and announcing the launch of its latest innovative products. The announcement came during a press conference attended by Mustafa Tuncay, Regional Vice President of Hayat Middle East and Africa; Şenol Keserlioglu, General Manager of Hayat Egypt; and key media representatives.
Since its inception in Egypt, the company has been committed to excellence, innovation, and customer satisfaction, believing that everyone has the right to access the highest quality products. To date, Hayat Egypt has invested over $550 million, inaugurated five production facilities, created more than 1,600 direct job opportunities and 900 indirect job opportunities, and introduced nine of its brands to the Egyptian consumer market, including Molfix, Bebem Natural, Molped, Papia, and Familia among others. The company is planning to invest an additional USD 55 million until the end of 2024 with the opening of two factories specializing in non-woven products and tissues. Hayat Egypt’s future investments are estimated at USD 210 million; the collective future investments of the company are expected to add 500 direct employment opportunities.
“We are proud of our 10-year track record of growth and leadership in the Egyptian market,” said Mustafa Tuncay, Regional Vice President of Hayat Middle East and Africa. “Over the years, we relentlessly worked to transform Egypt into the exportation hub of Hayat in the region, leveraging its unparallel potential. With a positive outlook, we are forward-focused on further expanding our local operations, investing more, and introducing new production lines, all while maintaining the highest levels of quality our customers always expect from us.”
Hayat Egypt has five production facilities across two locations, at the 6th of October Industrial Park and the Industrial Park North-West of the Suez Economic Zone in Ain Sokhna. The company’s hygiene plant for baby diapers and feminine care products is located in the 6th of October, while the remaining production lines at the Sokhna Plant produce non-woven and polyethylene products, tissues, face masks, flexible packaging, and sanitary napkins. These assets position Hayat Egypt as the production hub for the North Africa region and the exportation hub of not only the Middle East and Africa region but to Europe, Far East, and the Americas including the USA with products worth USD 150 million exported from Egypt to 58 countries worldwide and an additional USD 200 million targeted for 2025.
“At Hayat Egypt, we strive to offer high-quality and innovative products at competitive prices to cater to the diverse demands of all family members nationwide,” said Şenol Keserlioglu, General Manager of Hayat Egypt. “With a robust and growing portfolio of assets in Egypt, we do not only fulfill local demand but also export our products globally. As we embark on our second decade of business in Egypt, we reiterate our commitment to the local market through solid expansion plans that enhance the capabilities of our factories and introduce the latest innovations in personal health and home care”.
Prioritizing innovation to introduce breakthrough concepts in different categories, Hayat Egypt recently announced the launch of its latest generation of several products. To ensure the well-being of babies and the comfort of moms, Hayat Egypt launched the New Generation of Molfix with Channel Technology, which provides three times faster absorption and remarkably enhanced softness. It has also introduced the brand ambassador of Bebem Natural, the superstar Heba Magdi. Bebem Natural is the first and only natural diaper in Egypt, made of natural bamboo fibers and organic cotton. In their effort to cater to women’s needs and health, Hayat Egypt launched Molped Ultra Fresh & Comfort, a new pad with odor control features for a comfortable experience of up to eight hours. Hayat Egypt has announced Hanady Mehanna, the superstar as Papia’s brand ambassador. Papia provides the softest polyethylene and toilet paper tissues in Egypt with its enriched lotion. Papia also introduced the first 4-layer tissues in Egypt making it the most prominent tissues in Egypt.
Hayat is the largest tissue manufacturer in the Middle East, Eastern Europe, and Africa, and the world’s 4th largest branded baby diaper manufacturer. With operations in 13 countries globally and a workforce of more than 10,000 employees, the company aims to expand its reach to provide its products to consumers in more than 100 countries across five continents with its well-established brands in baby care, women personal care, personal health, home care, and tissue categories.
