Growing up in Morocco, our childhood was marked by many tastes and smells that shape our fondest memories. Can we unlock one of yours in this article?
Casablanca – Morocco is a vibrant mosaic of culture, tradition, and innovation, sheltering some of the most iconic brands that define the nation’s identity, both within and outside the country’s borders. Ranging from luxury cosmetic goods to basic consumables, these brands help spearhead the cause of the national economy, along with manifesting the ingenuity of Morocco’s entrepreneurs.
Following is a closer look at some of the most highlighted brands in Morocco and the visionary entrepreneurs behind them.
Aïcha: The sweet taste of tradition
The Aïcha brand, known for its jams and tomato sauces, holds a nostalgic place in the hearts of Moroccans. Mardochée Devico, chairman of the Aïcha company, launched Aïcha as a family business in the early 1960s, making fruit jam. He is also responsible for introducing strawberry growing to the country.
From the iconic red-and-white logo to its quality policy, Aïcha expresses the marriage of tradition and modernity in Moroccan cuisine. Its products have joined the ranks of staples in kitchens far from Morocco for their unique authentic taste and quality.
Bimo: the King of Moroccan biscuits
Bimo is a leading biscuit brand in Morocco, with a great variety of snacks for all generations. Bimo has developed a name for itself for being very good at satisfying the tastes and purses (the lowest of prices) of its fans in various ways.
The reason behind its success in the local households is the brand’s capacity to mix old flavors and tastes with innovative products.
Driss Meskini and René Ebbo first created Bimo in 1981. In 1999, it was sold to the ONA Group. By 2003, Danone acquired a 51% stake in the company, while Kraft Foods held the remaining 49%.
Excelo: the master of sweet treats
Excelo, founded in 2007 and owned by the Anouar Invest group led by El Hachmi Boutgueray, specializes in biscuits.
The company has become a leader in Morocco’s packaged biscuit market, offering popular products that are a staple for school breaks and snack times. Excelo has been able to establish the importance of affordability combined with a diversified portfolio of offerings to stand out in the Moroccan snack food market.
La Cigogne: The return of the migratory bird
In the world of Moroccan soft drinks, one name stirs a deep nostalgia across several generations: La Cigogne.
This soda, once a staple in cafés and grocery stores throughout the country, left its mark from the 1960s to the 1980s with its unique taste and iconic logo. After disappearing for decades, La Cigogne made an unexpected and remarkable comeback this summer, reviving a beloved piece of popular heritage that many thought was lost forever.
In June of 2024, Société des Boissons du Maroc, the Moroccan subsidiary of Groupe Castel, announced the comeback of “La Cigogne,” slated for July of 2024.
The iconic beverage was set to return in both bottle and can formats, just as it was before being pulled from the market. Ultimately, “La Cigogne” made its official return to Moroccan store shelves just last month, on October 1, 2024.
So, what have we missed? Which famous brand encapsulated your favorite childhood tastes?
