How Egypt’s Dessert Market Had Its Nokia
Moment, And What Comes Next?
How Egypt’s Dessert Market Had Its Nokia
Moment, And What
Comes Next?
How Egypt’s Dessert Market
Had Its Nokia Moment, And
What Comes Next?
The Sweet Shift: Why Dessert Brands Can No Longer Ignore
Innovation
For years, Egypt’s dessert market thrived on tradition. Kunafa, Basbousa, and Om Ali were household staples, with little change to how they were made or marketed.
But 2020 marked a turning point. Covid 19 marked a spark in the consumption of desserts, Consumer preferences evolved. Social media reshaped food culture. Global influences seeped into local tastes. The dessert brands that embraced innovation gained a competitive edge, while those that refused to evolve saw their market share crumble. Sounds familiar, right?
We are sure it reminds you of Nokia when it refused to adapt to the smartphone era.
So, how did we get here? And what does it take for a dessert brand to survive in 2025 and beyond?
The Sweet Shift: Why Dessert Brands Can No Longer Ignore
Innovation
For years, Egypt’s dessert market thrived on tradition. Kunafa, Basbousa, and Om Ali were household staples, with little change to how they were made or marketed.
But 2020 marked a turning point. Covid 19 marked a spark in the consumption of desserts, Consumer preferences evolved. Social media reshaped food culture. Global influences seeped into local tastes. The dessert brands that embraced innovation gained a competitive edge, while those that refused to evolve saw their market share crumble. Sounds familiar, right?
We are sure it reminds you of Nokia when it refused to adapt to the smartphone era.
So, how did we get here? And what does it take for a dessert brand to survive in 2025 and beyond?
The Sweet Shift: Why DessertBrands Can No Longer Ignore Innovation
For years, Egypt’s dessert market thrived on tradition. Kunafa, Basbousa, and Om Ali were household staples, with little change to how they were made or marketed.
But 2020 marked a turning point. Covid 19 marked a spark in the consumption of desserts, Consumer preferences evolved. Social media reshaped food culture. Global influences seeped into local tastes. The dessert brands that embraced innovation gained a competitive edge, while those that refused to evolve saw their market share crumble.Sounds familiar, right?
We are sure it reminds you of Nokia when it refused to adapt to the smartphone era.
So, how did we get here? And what does it take for a dessert brand to survive in 2025 and beyond?
The Nokia Effect: What Happens When Brands Resist Change?
Nokia was once a dominant force in the mobile phone industry. It had the resources, the reach, and the trust of millions. Yet, when the smartphone revolution began, Nokia refused to innovate, believing its traditional models were "good enough."
We all know what happened next. Apple, Samsung, and other agile competitors capitalized on the shift, leaving Nokia scrambling to catch up, only to become irrelevant.
The same pattern has played out in Egypt’s dessert market. Brands that believed their old recipes and branding would be "good enough" in a changing market found themselves outpaced by competitors who understood the power of reinvention.
The Nokia Effect: What Happens When Brands Resist Change?
Nokia was once a dominant force in the mobile phone industry. It had the resources, the reach, and the trust of millions. Yet, when the smartphone revolution began, Nokia refused to innovate, believing its traditional models were "good enough."
We all know what happened next. Apple, Samsung, and other agile competitors capitalized on the shift, leaving Nokia scrambling to catch up, only to become irrelevant.
The same pattern has played out in Egypt’s dessert market. Brands that believed their old recipes and branding would be "good enough" in a changing market found themselves outpaced by competitors who understood the power of reinvention.
The Nokia Effect: What Happens When Brands Resist Change?
Nokia was once a dominant force in the mobile phone industry. It had the resources, the reach, and the trust of millions. Yet, when the smartphone revolution began, Nokia refused to innovate, believing its traditional models were"good enough."
We all know what happened next. Apple, Samsung, and other agile competitors capitalized on the shift, leaving Nokia scrambling to catch up, only to become irrelevant.
The same pattern has played out in Egypt’s dessert market. Brands that believed their old recipes and branding would be "good enough" in a changing market found themselves outpaced by competitors who understood the power of reinvention.
Blaban: The Game Changer That Redefined the Market
One brand in particular led the charge: Blaban.
Blaban wasn’t just a dessert brand, it was a cultural movement. By fusing nostalgic Egyptian flavors with contemporary twists, premium packaging, and social media-friendly aesthetics, it changed the way people experienced desserts.
Suddenly, it wasn’t just about taste. It was about visual appealing: A dessert must look as good as it tastes.Storytelling: Every flavor, every product has a story. Exclusivity: Limited-time offerings create urgency.Experience over product: Desserts are no longer just food; they’re shareable moments.
As a result, Blaban didn’t just capture market share; it created a new category that other brands are now rushing to follow
Blaban: The Game Changer That Redefined the Market.
One brand in particular led the charge: Blaban.
Blaban wasn’t just a dessert brand, it was a cultural movement. By fusing nostalgic Egyptian flavors with contemporary twists, premium packaging, and social media-friendly aesthetics, it changed the way people experienced desserts.
Suddenly, it wasn’t just about taste. It was about:Visual appeal: A dessert must look as good as it tastes.Storytelling: Every flavor, every product has a story.Exclusivity: Limited-time offerings create urgency.Experience over product: Desserts are no longer just food; they’re shareable moments.
As a result, Blaban didn’t just capture market share; it created a new category that other brands are nowrushing to follow
Blaban: The Game Changer That Redefined the Market.
One brand in particular led the charge: Blaban.
Blaban wasn’t just a dessert brand, it was a cultural movement. By fusing nostalgic Egyptian flavors with contemporary twists, premium packaging, and social media friendly aesthetics, it changed the way people experienced desserts.
Suddenly, it wasn’t just about taste. It was about:Visual appeal: A dessert must look as good as it tastes.Storytelling: Every flavor, every product has a story.Exclusivity: Limitedtime offerings create urgency.Experience over product: Desserts are no longer just food; they’re shareable moments.
As a result, Blaban didn’t just capture market share; it created a new category that other brands are now rushing to follow
Who Struggled to Keep Up?
Just like Nokia underestimated the power of the smartphone, several legacy dessert brands in Egypt failed to recognize the shift in consumer expectations. These brands relied on the same old-school marketing techniques, unchanging recipes and presentation, minimal digital presence in a social media-driven market, ignoring Gen Z and Millennials, the dominant consumer groups.
The result? Declining foot traffic, loss of brand relevance, and an urgent need to either adapt or disappear.
Who Struggled to Keep Up?
Just like Nokia underestimated the power of the smartphone, several legacy dessert brands in Egypt failed to recognize the shift in consumer expectations. These brands relied on:
The same old-school marketing techniques.Unchanging recipes and presentation.Minimal digital presence in a social media-driven market.Ignoring Gen Z and Millennials, the dominant consumer groups.
The result? Declining foot traffic, loss of brand relevance, and an urgent need to either adapt or disappear.
The Recipe for Success: What It Takes to Win in 2025
To survive and thrive in Egypt’s modern dessert industry, brands must ditch the “if it’s not broken, don’t fix it” mindset and embrace innovation.
1️Modernize Your Offerings
Consumers are no longer satisfied with basic, traditional desserts. They crave fusion flavors, interactive experiences, and high-quality ingredients. Example: Kunafa with matcha? Basbousa with saffron and caramelized nuts? The possibilities are endless
2️Make It Instagram-Worthy
Your dessert doesn’t just have to taste good, it has to be visually stunning enough to make customers want to share it online. Example: Sleek, modern packaging, unique plating. Behind-the-scenes content showcasing the creation process.
3️Leverage Digital Marketing & Storytelling
A strong social media strategy isn’t optional anymore. Brands that win are the ones that: Master TikTok and Instagram trends. Collaborate with influencers to drive organic reach. Use compelling storytelling to connect emotionally with their audience.
Blaban mastered storytelling and EGC (Employee generated content) in a humorous way which made it almost impossible to not interact with on social media.
4️Innovate in How You Sell, Not Just What You Sell
Offer limited-time seasonal products to create exclusivity. Implement pre orders and online drops to build anticipation. Partner with local coffee shops, influencers, and food bloggers for unique collaborations.
The Recipe for Success: What It Takes to Win in 2025
To survive and thrive in Egypt’s modern dessert industry, brands must ditch the “if it’s not broken, don’t fix it” mindset and embrace innovation.
1️. Modernize Your Offerings
Consumers are no longer satisfied with basic, traditional desserts. They crave fusion flavors, interactive experiences, and high-quality ingredients.Example: Kunafa with matcha? Basbousa with saffron and caramelized nuts? The possibilities are endless
2️. Make It Instagram-Worthy
Your dessert doesn’t just have to taste good, it has to be visually stunning enough to make customers want to share it online.Example: Sleek, modern packaging. Unique plating. Behind-the-scenes content showcasing the creation process.
3️. Leverage Digital Marketing & Storytelling
A strong social media strategy isn’t optional anymore. Brands that win are the ones that:Master TikTok and Instagram trends.Collaborate with influencers to drive organic reach.Use compelling storytelling to connect emotionally with their audience.
Blaban mastered storytelling and EGC (Employee generated content) in a humorous way which made it almost impossible to not interact with on social media.
4️. Innovate in How You Sell, Not Just What You Sell
Offer limited-time seasonal products to create exclusivity.Implement pre orders and online drops to build anticipation.Partner with local coffee shops, influencers, and food bloggers for unique collaborations.
The Recipe for Success: What It Takes to Win in 2025
To survive and thrive in Egypt’s modern dessert industry, brands must ditch the “if it’s not broken, don’t fix it” mindset and embrace innovation.
1️. Modernize Your Offerings
Consumers are no longer satisfied with basic, traditional desserts. They crave fusion flavors, interactive experiences, and high-quality ingredients.Example: Kunafa with matcha? Basbousa with saffron and caramelized nuts? The possibilities are endless
2️. Make It Instagram-Worthy
Your dessert doesn’t just have to taste good, it has to be visually stunning enough to make customers want to share it online.Example: Sleek, modern packaging. Unique plating. Behind-the-scenes content showcasing the creation process.
3️. Leverage Digital Marketing & Storytelling
A strong social media strategy isn’t optional anymore. Brands that win are the ones that: Master TikTok and Instagram trends.Collaborate with influencers to drive organic reach. Use compelling storytelling to connect emotionally with their audience.
Blaban mastered storytelling and EGC (Employee generated content) in a humorous way which made it almost impossible to not interact with on social media.
4️. Innovate in How You Sell, Not JustWhat You Sell
Offer limited time seasonal products to create exclusivity.Implement pre orders and online drops to build anticipation. Partner with local coffee shops, influencers, and food bloggers for unique collaborations.
Final Thought: Reinvent or Risk Becoming the Next Nokia
Egypt’s dessert industry is no longer a one-size-fits all market. The brands that evolve with consumer expectations will thrive. Those that refuse to innovate? They’ll face the same fate as Nokia, left behind in an industry that moved forward without them.
So, the real question: Is your brand ready for the future?
Book a meeting with DoubleShot Want to ensure your dessert brand stays ahead of the competition?Schedule a call with our us and let’s build a game plan for your brand’s future.
Explore More Insights Visit our blogs for more industry insights and success stories:
Final Thought: Reinvent or Risk Becoming the Next Nokia
Egypt’s dessert industry is no longer a one-size-fits-all market. The brands that evolve with consumer expectations will thrive. Those that refuse to innovate? They’ll face the same fate as Nokia, left behind in an industry that moved forward without them.
So, the real question is: Is your brand ready for the future?
Book a meeting with Double ShotWant to ensure your dessert brand stays ahead of the competition? Schedule a call with our agency today and let’s build a game plan for your brand’s future.
Explore More InsightsVisit our blogs for more industry insights and success stories:
Final Thought: Reinvent or Risk Becoming the Next Nokia
Egypt’s dessert industry is no longer a one-size-fits all market. The brands that evolve with consumer expectations will thrive. Those that refuse to innovate? They’ll face the same fate as Nokia, left behind in an industry that moved forward without them.
So, the real question is: Is your brand ready for the future?
Book a meeting with Double ShotWant to ensure your dessert brand stays ahead of the competition? Schedule a call with our agency today and let’s build a game plan for your brand’s future.
Explore More InsightsVisit our blogs for more industry insights and success stories:
