Hero MEA is part of the Swiss "Hero group"; an international brand-focused consumer foods group founded in 1886 in Lenzburg, Switzerland.
Today the Hero group has a global footprint with its core product categories of fruit, infant nutrition, & cereals with operations predominantly based in Europe, North America, Middle East/Africa, Turkey/Central Asia and China/Far East.
Hero is privately owned group, Dr. Arend Oetker is the majority shareholder. It generates revenues of CHF 1.7 billion with over 4,000 employees in more than 30 countries.
The French rooted brand Vitrac was introduced in Egypt in 1982 and grew to become synonymous with jam and concentrates.
The success of the brand attracted the Swiss Hero Group, to acquire 65% of the company in November 2002. The acquisition aimed at introducing the premium Hero brand to the region while building upon Vitrac's positioning and market share strength.
In May 2005, the Hero group acquired the remaining 35% of the share capital of Vitrac and the company was consequently renamed into Hero Nutritional Food Industries S.A.E., Hero Middle East and Africa was founded.
We operate the biggest & the most modern fruit processing factory in Middle East & Africa region.
Our flagship brand "Vitrac" is the leading Egyptian brand in jams & liquid concentrates by far. We lead the international premium jam segment in the Middle East Region with the "Hero" brand, "Frutessa" and "Tova" jam brands are market leaders in UAE and Kuwait respectively..
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