Cairo, Egypt 12 July 2026 – As the Egyptian government considers new legislation aimed at reducing sugar consumption in the food industry, Rich Bake, one of Egypt’s leading bakery manufacturers, reaffirmed its commitment to developing healthier products that align with evolving market trends. The company continues to expand its portfolio of no-added-sugar bakery products while investing in research and development to deliver healthier alternatives that meet consumers’ changing preferences.
“Regulations designed to promote public health should be viewed as a catalyst for innovation,” said Eng. Gilbert Habibeh, Chief Executive Officer of Rich Bake. “The next phase of competition in the bakery sector will be driven by companies’ ability to develop products with higher nutritional value rather than competing solely on price.”
Rich Bake’s healthy product portfolio includes a variety of bakery offerings tailored to consumers seeking healthier lifestyles, including Rice Cakes, Whole Wheat Sourdough Baladi Bread, Barley Sourdough Baladi Bread, and Healthy Tannour Bread, reflecting the company’s strategy to expand its presence in the healthy bakery segment.
Habibeh explained that reducing sugar is far more complex than simply replacing a single ingredient. “Sugar plays several critical technical roles in bakery products. It contributes to yeast activity, texture, volume, color, and shelf life. Reducing sugar therefore requires a complete reformulation of recipes and the selection of alternative ingredients capable of delivering the same functional performance while maintaining product quality.”
The company is also developing new products using natural sweetening alternatives, including honey and fruit concentrates, while exploring enzyme-based technologies that generate sugars from the complex carbohydrates naturally present in flour. At the same time, Rich Bake continues expanding its range of bakery products with no added sugar.
The CEO revealed that Rich Bake has already launched several products that contain no added sugar, while its cross-functional research and development team continues to develop new formulations that combine great taste, premium quality, and enhanced nutritional value.
According to the company, the anticipated regulations will provide a competitive advantage for businesses with strong research and innovation capabilities, creating opportunities to introduce healthier products and reach new consumer segments as awareness of healthy nutrition continues to grow.
Habibeh noted that changing consumer behavior takes time, but current market indicators already point to increasing demand for healthier food options, particularly whole grain bakery products and products with no added sugar. He expects this category to record solid growth over the medium and long term as health consciousness continues to rise.
He also emphasized that Rich Bake evaluates all raw materials based on strict quality and performance standards, regardless of whether they are locally sourced or imported, ensuring consistently high product quality.
Habibeh concluded by stressing that reducing sugar consumption should not be viewed merely as a regulatory challenge, but as a significant investment opportunity for the food industry. He added that companies capable of delivering healthier products without compromising on taste or quality will be best positioned to capitalize on the market’s ongoing transformation.