From Glass Noodles to a National Snack Favorite: How Food-Xperts Helped Shape the Spuds Success Story

Ahmed Samir Ragab, Food Marketer, Founder & MD of Food-Xperts

When The visionary entrepreneur Samy El Ansary, founder of Spuds, walked into the Food-Xperts office, he had a clear ambition. His company already had a robust B2B and export operation in place, planned to operate at impressive capacity in a specific Agri industry. But that very capacity—and the advanced infrastructure behind it—demanded more. Samy believed that this industrial strength could be leveraged for a strong B2C play in the Egyptian market.

At that point, the idea on the table was launching a glass noodles range.

Our scope, as defined in the first meeting, was to develop a go-to-market strategy. But at Food-Xperts, strategy doesn’t start with tactics—it starts with questions. So instead of jumping into execution, we went back to square one and initiated a full strategic cycle.

Phase 1: Rethinking the Product Opportunity

We began with a global and local assessment of the glass noodles category:

• International Trends: We studied global demand and growth trajectories in similar markets.
• Local Market Size: We mapped out the current and potential market for glass noodles in Egypt.
• Competitive Analysis: We evaluated key players, pricing strategies, and differentiation gaps.
• Consumer Segmentation & Profiles: We built detailed personas, usage patterns, and attitudes toward such a niche product, in addition to the HORECA part.

But the most pivotal moment came during the internal analysis.

That’s when we realized something big:

Samy’s company had far more capacity, talent, and capability than what a niche product like glass noodles could ever demand.

Their infrastructure was ready for scale. Their operational competencies—across manufacturing, sourcing, logistics, and R&D—were ready for something far bigger. The potential was unmistakable.

Phase 2: The Pivot to Craft-Cooked Chips

Recognizing this, we went back to the drawing board with Samy. We proposed exploring a high-potential product category that would truly match the strength of the organization. Through a collaborative and science-driven process, we landed on a bold new idea: a range of premium, craft-cooked potato chips.

This was not a random choice. We followed the same rigorous cycle:

International Landscape

We benchmarked craft chip brands from around the world, analyzing product attributes, flavor trends, and packaging innovation.

Local Market Mapping

We studied the snack food industry in Egypt:

• Market size and volume breakdown
• Competitive positioning and gaps
• Shelf behavior and consumer preferences

Consumer Research

We didn’t guess—we asked:

• Blind taste tests
• Focus groups
• Usage and attitude studies
• Flavor and texture feedback panels

We imported top-tier product samples from global markets and ran real-life panels with local consumers to evaluate perception, preference, and willingness to pay.

Phase 3: From Insight to Execution

Armed with insights, we built a full strategic direction for Samy and his team. This included:

• Segmentation, Targeting & Positioning (STP): We identified the ideal consumer segments and positioned the product as an artisanal, modern, bold, and flavorful chip experience.
• Range Architecture: We defined a compelling mix of SKUs, flavor profiles, and packaging formats to allow depth and discovery within the brand.
• R&D Direction: Based on the findings, we helped drafting a guide for the R&D policy.
• Pricing Strategy: We conducted pricing studies to align value perception and retail competitiveness.
• Route-to-Market Plan: We built the trade plan with clear retail strategy, key accounts entry logic, and initial marketing approach.
• Go-to-Market Roadmap: From shelf placement to activation ideas, we provided a comprehensive launch strategy.
• Branding: We also provided brand names and initial branding directions, but the internal team later reached the amazing SPUDS brand name which is really a hit.

The Emergence of Spuds

Once the strategic foundation was built, Samy and his team took over the creative lead—and with brilliance. The brand name Spuds was born: fun, memorable, and deeply rooted in the product itself.

But what made the difference wasn’t just the name. It was the management style that followed:

• A balance of bold vision with operational discipline
• Building a team of high-caliber talent across R&D, marketing, and supply chain
• Staying true to data-driven decision-making from concept to shelf
• Leading with trust, speed, and consistency

The Outcome: A Category Leader Is Born

Today, Spuds is one of Egypt’s most loved premium snack brands. Known for its craft-cooked, thick-cut chips, folded for maximum flavor, and seasoned with unique profiles that appeal to local and modern tastes, Spuds has carved its own space in a competitive market.

But the real story isn’t just about chips. It’s about believing in your own potential—and building a product that rises to meet it.

At Food-Xperts, we’re proud to have been part of this transformation. From strategy to shelf, this is a story of how vision, science, and execution can come together to create something truly special.