1925-1950 – The Golden Years
Two major events in the 1920s left their mark on Egypt forever; the discovery of the tomb of Tutankhamen by Howard Carter and independence from the Ottoman Empire.
By 1930, Egypt ranked 6th worldwide in the sales of condensed milk, and the company’s product range expanded to include Nestogen, Quick Oats and Nestlé’s Milk.
In 1936, Egypt’s King Fuad died, leaving the throne of Egypt to his 17 year old son Farouk. The queen mother, Nazli, wanting to lift the family’s spirits, took her children and a few friends to Switzerland to ski and make a few semi-official visits, like the one to the Nestlé Cailler chocolate factory in Broc.
During their Swiss sojourn, the young Farouk would grow close to the 17 year old Safinaz (the aristocratic daughter of Queen Nazli’s lady-in-waiting, who would later change her name to Farida).
The couple got married soon after returning home from their trip. In honor of their wedding, Nestlé created special edition chocolates with the young king’s silhouette on the classic Nestlé Milk Chocolate Bar. Nestlé Anglo-Swiss Condensed Milk Co. was then represented by Joseph Behar, who headed the office well into the 1950s.
The address of the head office had moved to the Posh Fouad Street (which is today named the 26th of July street) in Cairo. Nestlé also began to address native Egyptians in addition to foreigners and brought itself closer to the Egyptian people by publishing its advertisements in Arabic.
Although not registered until 1958, Nescafé was first sold in Egypt, directly imported from UK, in October 1939. Egyptians still preferred Turkish coffee exclusively, and Nescafe was growing more popular among the foreigners living in Egypt and was advertised in Egyptian-based French publications.