Excelo
Excelo logo | |
| Private | |
| ISIN | 🆔 |
| Industry | Food processing |
| Founded 📆 | 2005 |
| Founder 👔 | Anouar Invest Group |
| Headquarters 🏙️ | , Casablanca , Morocco |
Area served 🗺️ | |
Key people | El Hachmi Boutgueray (CEO) |
| Products 📟 | Biscuits, wafers, cakes |
| Members | |
Number of employees | |
| Parent | Anouar Invest Group |
| 🌐 Website | excelo.ma |
| 📇 Address | |
| 📞 telephone | |
Excelo is a Moroccan brand specializing in the production and distribution of biscuits, wafers, and cakes. Established in 2005 as a subsidiary of the Anouar Invest Group, Excelo has become a significant player in Morocco's confectionery market.[1]
History
Excelo was founded in 2005 by the Anouar Invest Group, under the leadership of CEO El Hachmi Boutgueray. The company quickly gained a substantial market share, representing over 27% of the Moroccan biscuit market by 2016.[2]
In 2019, Best Biscuits Maroc, the manufacturer of Excelo products, announced plans to expand its production and distribution network to reinforce its market dominance.[3]
In 2022, Anouar Invest announced a 100 million dirham investment in Excelo to further expand production capacity.[4] The same year, the company inaugurated the expansion of its Best Biscuits Maroc factory in the presence of Morocco’s Minister of Industry and Trade.[5]
Products
Excelo offers a variety of confectionery products, including:
- Biscuits: Such as the "King Cookies" line, featuring choco cocoa cookies with chocolate chips.[6]
- Wafers: Including the "Genova" range, which has been part of promotional collaborations offering mobile internet refills.[7]
- Cakes: Such as the "Momo" line, offering various flavors.[8]
Market Presence
Excelo's products are primarily sold in Morocco, where the brand holds a significant share of the confectionery market. The company's strategic investments and product diversification efforts aim to strengthen its position against both domestic and international competitors.[9]
Recent Developments
In 2024, Anouar Invest transformed a former automotive accessories factory in Had Soualem into the Modern Biscuit Factory. This facility became the second biscuit production unit for the group, enhancing its capacity to produce a variety of treats, including wafers, pastries, shortbread, and cakes.[10]
References
- ↑ "Excelo, leader du biscuit au Maroc". Excelo.ma. Retrieved 2025-03-26.
- ↑ "Excelo, le biscuitier qui ne cesse de gagner du terrain". La Vie Éco. 20 March 2019. Retrieved 2025-03-26.
- ↑ "La recette de Best Biscuits Maroc pour envahir les rayons". Le Matin. 20 March 2019. Retrieved 2025-03-26.
- ↑ "Groupe Anouar Invest : Biscuiterie Excelo lance un nouvel investissement de 100 millions de dirhams". Le360. Retrieved 2025-03-26.
- ↑ "Anouar Invest inaugure les travaux d'extension de son unité de production de biscuiterie Best Biscuits Maroc, en présence du ministre de l'Industrie et du Commerce". Telquel. Retrieved 2025-03-26.
- ↑ "King Cookies - Excelo". Open Food Facts. 26 November 2021. Retrieved 2025-03-26.
- ↑ "Excelo launches Genova promotional campaign". Excelo.ma. Retrieved 2025-03-26.
- ↑ "Momo Black - Excelo". Open Food Facts. 2 December 2019. Retrieved 2025-03-26.
- ↑ "Morocco's Best Biscuits Maroc boosts market presence". TrendType. 8 June 2022. Retrieved 2025-03-26.
- ↑ "Anouar Invest transforms former auto plant into modern biscuit factory". 7News Morocco. 9 August 2024. Retrieved 2025-03-26.
External Links
This article "Excelo" is from Wikipedia. The list of its authors can be seen in its historical and/or the page Edithistory:Excelo. Articles copied from Draft Namespace on Wikipedia could be seen on the Draft Namespace of Wikipedia and not main one.
