Cairo – Maii Abdo:
Founded in 1912 with a Parisian flair in the heart of Cairo, the brand quickly became more than a bakery—it became a piece of Egypt’s cultural identity. From wedding feasts and family gatherings to religious celebrations and casual afternoon treats, Tseppas has been part of life’s sweetest memories for over a century.
Today, after 113 years, the brand stands tall under the leadership of MG Group, directed by the Ghoneina family, who have safeguarded its legacy while reimagining it for modern times.
The result is a delicate balance between heritage and innovation, where classic recipes meet bold new creations designed for contemporary lifestyles.
Paris in Cairo: The Early Days
Tseppas’ story began as a daring experiment—to bring European confectionery artistry to Egypt.
The founder introduced French-inspired pastries and cakes to a city that, at the time, was just opening itself to global influences. Soon, Cairo fell in love with the croissants, éclairs, and gateaux that mirrored the charm of Paris.
But what made Tseppas truly Egyptian was its decision to embrace the country’s beloved oriental sweets.
Kunafa, baklava, basbousa, and goulash joined the display cases, creating a menu that felt both international and deeply local. This harmony between East and West would become the brand’s signature.
The Ghoneina Legacy
For decades, leadership passed within the Ghoneina family, each generation contributing its own vision.
Under Mohamed Ghoneina and later Amr Ghoneina, the company underwent a dramatic modernization—state-of-the-art production lines, high-standard hygiene systems, digitalized operations, and an ambitious expansion of branches across Greater Cairo.
But despite the modernization, one principle never changed: the unwavering focus on quality.
As Rana Hany, Marketing Director, puts it:“Quality has always been our compass. We don’t look sideways at competitors; we look forward. The trust of our customers is built on consistency, and that is what keeps the brand alive decade after decade.”
A New Era: Speaking to Gen Z
The year 2025 marks a turning point. Tseppas is not just catering to families and long-time loyalists; it is actively creating products for Gen Z—young, fast-paced consumers who crave convenience, creativity, and innovation.One of the standout products in this new chapter is the Can Cake, a modern, portable dessert that reflects today’s lifestyle.
Alongside it came the launch of a playful Mawlid Sweets Candy Box for children, reimagining traditional Egyptian holiday treats in packaging designed to delight the youngest customers.
Most recently, Tseppas introduced the Kids’ Lunch Box, a ready-to-go breakfast kit launched in September 2025. With mini croissants, biscuits, and balanced snacks, the box caters to busy mothers who want quick, reliable, and attractive solutions for school mornings.
Reinventing Tradition
the genius of Tseppas lies in its ability to preserve timeless flavors while daring to explore new ones.
While the plain basbousa remains the top seller—a simple, nostalgic favorite—the brand has introduced contemporary offerings for health-conscious and adventurous customers alike.
Sugar-Free Desserts: Crafted with diabetics and calorie-conscious customers in mind, without compromising on taste.Vegan & Fasting-Friendly Sweets: Inclusive options for modern dietary needs, using safe and allergen-conscious ingredients.
Creative Collaborations: Partnerships with influencers like Dr. Nourhan Kandil, leading to bold new creations such as pistachio kahk and matcha mousse.
Specialty Cakes & Jars: Fun collaborations with Milkana, including flavors like lemon-mint and Kinder chocolate, packaged in trendy dessert jars.
As Nada Ezzat from the marketing team explains:“We treat customer feedback as our greatest inspiration.
If we hear repeated requests for a flavor or product, we act quickly. Our strength is in listening.”
Digital Marketing & Community Spirit
Unlike the old days of simple shopfronts and word of mouth, Tseppas has embraced digital-first marketing.
Its social media platforms are filled with interactive campaigns, competitions, and storytelling content that resonate with today’s audiences.
In one initiative, Tseppas invited Facebook followers to join group competitions, handing prizes to winners directly in-store—a strategy that blended digital engagement with in-person community spirit.
This human touch keeps the brand connected to both new and loyal customers.
The Sweet Seasons of Egypt
certain moments of the year highlight just how embedded Tseppas is in Egyptian culture. During Ramadan and Mawlid al-Nabawi, demand surges so high that products often sell out before discounts can even be considered.
To make celebrations more exciting, Tseppas has also experimented with creative pricing strategies, introducing symbolic price tags like 111, 222, and 333 for certain boxes. This simple idea has proven to be both accessible and memorable, reinforcing the brand’s appeal to all social classes.
Growth & Global Ambitions
From its early days in Cairo, Tseppas has steadily expanded across Egypt. Its newest branches include El Shorouk, with two more locations in Alexandria set to open soon.
But the ambitions don’t stop there—the brand has its sights set on Saudi Arabia in 2026, marking the first step toward regional and international expansion.
The House of Egyptian Sweets
After more than a century, Tseppas remains more than just a name on a storefront. It is a household tradition, an Egyptian landmark, and now, a forward-looking innovator.
Every generation finds something of itself in Tseppas—whether it’s the nostalgia of basbousa, the excitement of a new dessert jar, or the practicality of a kids’ lunch box.
As Rana Hany concludes:“Tseppas MG is the Egyptian House of Sweets.
Our mission is to honor history while adding contemporary touches that resonate with each generation.
Quality is not just a standard for us—it is the essence of our survival.”
Latest Highlights
Back-to-School Box: Bright packaging with mini croissants, petit fours, biscuits, and kid-friendly snacks.
Dessert Jars: Portable mousse and cake jars with trendy flavors like lemon-mint and Kinder chocolate.
Health-Conscious Ranges: Sugar-free and vegan desserts for a new era of mindful eating.
Seasonal Surprises:
Innovative launches every festive season to keep customers excited and engaged.
Tseppas MG—where history is baked into every recipe, and the future is flavored with innovation.
