![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640440258-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640428328-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640400926-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640389127-819x1024.jpg\")
<\/figure><\/li><\/ul><\/a><\/a><\/a><\/div><\/div><\/div>\n\n\n\nThe 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, \u00e9clairs, and gateaux that mirrored the charm of Paris.<\/p>\n\n\n\n
But what made Tseppas truly Egyptian was its decision to embrace the country\u2019s beloved oriental sweets. <\/p>\n\n\n\n
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\u2019s signature.<\/p>\n\n\n\n
The Ghoneina Legacy<\/p>\n\n\n\n
For decades, leadership passed within the Ghoneina family, each generation contributing its own vision. <\/p>\n\n\n\n
![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640430801-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640425831-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640417680-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640400926-1-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640394453-819x1024.jpg\")
<\/figure><\/li><\/ul><\/a><\/a><\/a><\/div><\/div><\/div>\n\n\n\nUnder Mohamed Ghoneina and later Amr Ghoneina, the company underwent a dramatic modernization\u2014state-of-the-art production lines, high-standard hygiene systems, digitalized operations, and an ambitious expansion of branches across Greater Cairo.<\/p>\n\n\n\n
But despite the modernization, one principle never changed: the unwavering focus on quality.<\/p>\n\n\n\n
As Rana Hany, Marketing Director, puts it:\u201cQuality has always been our compass. We don\u2019t 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.\u201d<\/p>\n\n\n\n
A New Era: Speaking to Gen Z<\/p>\n\n\n\n
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\u2014young, 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\u2019s lifestyle. <\/p>\n\n\n\n
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.<\/p>\n\n\n\n
Most recently, Tseppas introduced the Kids\u2019 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.<\/p>\n\n\n\n
![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640392733-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640365422-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640362804-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640359789-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640329695-819x1024.jpg\")
<\/figure><\/li><\/ul><\/a><\/a><\/a><\/div><\/div><\/div>\n\n\n\nReinventing Tradition<\/p>\n\n\n\n
the genius of Tseppas lies in its ability to preserve timeless flavors while daring to explore new ones. <\/p>\n\n\n\n
While the plain basbousa remains the top seller\u2014a simple, nostalgic favorite\u2014the brand has introduced contemporary offerings for health-conscious and adventurous customers alike.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n
Creative Collaborations: Partnerships with influencers like Dr. Nourhan Kandil, leading to bold new creations such as pistachio kahk and matcha mousse.<\/p>\n\n\n\n
Specialty Cakes & Jars: Fun collaborations with Milkana, including flavors like lemon-mint and Kinder chocolate, packaged in trendy dessert jars.<\/p>\n\n\n\n
As Nada Ezzat from the marketing team explains:\u201cWe treat customer feedback as our greatest inspiration.<\/p>\n\n\n\n
If we hear repeated requests for a flavor or product, we act quickly. Our strength is in listening.\u201d<\/p>\n\n\n\n
Digital Marketing & Community Spirit<\/p>\n\n\n\n
Unlike the old days of simple shopfronts and word of mouth, Tseppas has embraced digital-first marketing. <\/p>\n\n\n\n
Its social media platforms are filled with interactive campaigns, competitions, and storytelling content that resonate with today\u2019s audiences.<\/p>\n\n\n\n
![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640423593-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640421287-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640417680-1-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640415884-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640413554-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640411902-819x1024.jpg\")
<\/figure><\/li><\/ul><\/a><\/a><\/a><\/div><\/div><\/div>\n\n\n\nIn one initiative, Tseppas invited Facebook followers to join group competitions, handing prizes to winners directly in-store\u2014a strategy that blended digital engagement with in-person community spirit. <\/p>\n\n\n\n
This human touch keeps the brand connected to both new and loyal customers.<\/p>\n\n\n\n
The Sweet Seasons of Egypt <\/p>\n\n\n\n
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.<\/p>\n\n\n\n
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\u2019s appeal to all social classes.<\/p>\n\n\n\n
Growth & Global Ambitions<\/p>\n\n\n\n
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. <\/p>\n\n\n\n
But the ambitions don\u2019t stop there\u2014the brand has its sights set on Saudi Arabia in 2026, marking the first step toward regional and international expansion.<\/p>\n\n\n\n
The House of Egyptian Sweets<\/p>\n\n\n\n
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. <\/p>\n\n\n\n
Every generation finds something of itself in Tseppas\u2014whether it\u2019s the nostalgia of basbousa, the excitement of a new dessert jar, or the practicality of a kids\u2019 lunch box.<\/p>\n\n\n\n
As Rana Hany concludes:\u201cTseppas MG is the Egyptian House of Sweets. <\/p>\n\n\n\n
Our mission is to honor history while adding contemporary touches that resonate with each generation. <\/p>\n\n\n\n
Quality is not just a standard for us\u2014it is the essence of our survival.\u201d<\/p>\n\n\n\n
![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640411902-1-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640383086-772x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640374111-772x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640365422-1-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640357622-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640348016-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640345829-819x1024.jpg\")
<\/figure><\/li>![\"\"](\"https:\/\/arabmediaagency.com\/wp-content\/uploads\/2025\/09\/FB_IMG_1758640316083.jpg\")
<\/figure><\/li><\/ul>