Hayat Egypt, the local subsidiary of Hayat, a leading global FMCG company headquartered in Turkey and one of the largest diaper and tissue manufacturers, is celebrating its tenth anniversary of doing business in Egypt. The company is celebrating this milestone with the launch of several innovative products.

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 1600 direct job opportunities and 900 indirect job opportunities, and introduced nine of its brands including Molfix, Bebem Natural, Molped, Papia, and Familia in the Egyptian market. The company is planning to invest an additional $55 million by the end of 2024 with the opening of two factories specializing in nonwoven products and tissues. Hayat Egypt’s future investments are estimated at $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,” says 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 nonwoven 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 also to Europe, the Far East, and the Americas including the U.S. Egyptian exports are expected to increase from $150 million to $350 million by 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,” says 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 its 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 fourth 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.