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Rawaby

In 1994, Rawaby was launched in the Egyptian market becoming the first pioneer in the vegetable ghee segment.

Over the years, Rawaby has solidified its position as the market leader, owning the white segment with its “Falahi” variant. Rawaby owns the “Tahady” challenge platform, challenging consumers to differentiate it from natural farm ghee.

Rawaby has a strong heritage, due to consistently owning and delivering all key category attributes; Authentic taste, smell and texture. In 2020, Rawaby and Ganna launched the Effie Award-winning 360 campaign, "Non-Hydro," aimed at educating consumers about the long-term health risks associated with hydrogenated ghee. Today, non-hydrogenated ghee is one of the top 5 choice drivers in the vegetable ghee market in Egypt.

In 2022, Rawaby widened its portfolio by introducing a new flavor variant: Eshta (cream flavor), to cater to consumers seeking a more intense flavor experience. Following a successful launch campaign for Eshta featuring Abla Fahita in 2023, Rawaby won both a Silver and a Bronze Effie Award, marking another significant milestone for the brand.