Pstic a pstic a pstic a neowwww, chocolata Gersy wakla El gawwww, if those lyrics do not ring any bells for you then maybe these would, “Jelly Cola ‘alla ‘ad sini. These jingles of the Gersy chocolate and other candy ads were the soundtrack of my childhood, as I’m sure they were for many children growing up in Egypt in the 1980s and early 90s. But where did all these nostalgic childhood treats go?
Fret not, for they are still out there. Just take a walk down the street and stop at the nearest kiosk. What you’ll find there won’t only take you on a trip down memory lane but also provide affordable, delicious and filling alternatives for a day’s snacks.
Yes, the packages have been modified with face lifts and augmentation jobs to fit today’s branding techniques. And probably a liposuction procedure was done on the Jelly Cola packages, which have shrunk down to a mere five pieces – if one’s lucky – per bag. But they are still out there and are still as delicious as when you couldn’t get enough of them as a child.
The main company that should be accredited for bringing hyper marketed candy culture to the local market is Bim Bim. Founded in Cairo, Egypt in 1961, the privately owned Bim Bim was then acquired by Cadbury Schweppes in 1997.
According to its official website, Cadbury acquired Bim Bim because “when [it] first launched its products in Egypt it was targeting only the top end of the market. In order to grow and expand in the Egyptian market it was prominent that Cadbury needs to target the middle class category too where Bim Bim was a market leader.
Bim Bim’s most popular brand of chocolate in the market is, by all means, Gersy. Besides controlling 26 percent of Egypt’s confectionery market, it is also a dominant player in the whole of the Middle East and North Africa region, controlling 13 percent of the Middle Eastern confectionery market.
And the good news is, concerning the economy and the monthly mounting bills, a shopping spree of those delicious snacks will not cost more than LE 10, if splurging on some candy.
A pack of Jelly Cola treats costs 50 piasters and a pack of wafer filled rolls, also known as “baskot el sagayer or the cigarettes shaped biscuits, also sells for 50 piasters. Gum ranges in price from LE 1 for a pack of 10 pieces for the colored Pompito gum balls, or LE 5 for a box of Gandour gum which holds 54 packs of five piece each, a cheap and tasty gum treat for the entire family.
Chocolates and chocolate-filled wafers such as Samba are sold for 25 and 50 piaster a bar, including the 80s’ and 90s’ favorite El Shamedan.
Aside from the numerous childhood favorites available at all kiosks, new brands have also found a place in the market, offering biscuits, cakes and chocolate for affordable prices (LE 0.50 to LE 2). Just go and discover your favorite.
With such tasty and cheap chocolate available locally, it’s puzzling that many Egyptians are still hung over on purchasing the expensive imported chocolate and candies.
