ETHIOPIA

Eti Company (Eti Gıda Industry and Trade A.Ş.) is a Türkiye-based food company founded in 1962 by Firuz Kanatlı. It produces a variety of snack products, primarily biscuits, chocolate, cakes and wafers. Its headquarters are in Eskişehir and it is one of Türkiye’s leading food brands.

Eti Logo (Eti Official Website)

Brand Identity

"When You Think of Happiness, Its Name Comes to Mind Immediately: Eti Eti Eti" Campaign

One of Eti’s most memorable advertisement campaigns, "When You Think of Happiness, Its Name Comes to Mind Immediately: Eti Eti Eti", is a marketing initiative that symbolizes the strong bond the brand has built with its consumers. This campaign, with its memorable and cheerful slogan, reached wide audiences and reinforced the perception of Eti as a brand that brings happiness. Advertisements typically featured happy family scenes, children’s joyful moments and an emphasis on sharing. The repetition of the phrase "Eti Eti Eti" helped embed the brand in consumers’ memories and contributed to its status as a generic cultural slogan. The campaign was widely distributed across television, radio and digital platforms, appealing to consumers of every age group. This advertising strategy successfully associated Eti with the theme of "happiness" while strengthening its brand identity. Over the years, the campaign has continued in various versions, becoming a important landmark in Eti’s marketing history and leaving a lasting impression in consumers’ minds.

Eti Canga Launch

Eti adopted a different marketing language for products targeting young people. In Canga advertisements, a dynamic and playful tone was embraced, with slogans such as "Canga thinks hard about this job" highlighting the product’s energetic character.

Eti Burçak: Nature-Friendly Products Campaign

As part of its sustainability-focused marketing efforts, Eti positioned its Burçak product as natural and environment friendly. Advertising campaigns emphasized both healthy nutrition and environmental awareness messages.

Eti’s History

Eti is a food company founded in 1962 by Firuz Kanatlı in Eskişehir. As one of Türkiye’s first producers of industrial-style biscuits, Eti quickly established itself in the market by developing a broad product range. Firuz Kanatlı decided to invest in this sector after observing the limited availability of industrial biscuit production in Türkiye at the time. Eti opened its first production facility in Eskişehir and began biscuit production there. One of Eti’s earliest products, Eti Biscuit, gained rapid popularity and accelerated the brand’s growth. During the 1970s and 1980s, Eti expanded its production capacity and entered new categories such as chocolate, wafers and cakes. In the 1990s, it introduced products like Eti Burçak based on the concept of healthy and natural ingredients.

Old Eti Factory 1961 (Eti Official Website)

In line with Firuz Kanatlı’s vision, Eti expanded beyond Türkiye’s borders and entered international markets. By exporting primarily to East, Europe and Asia markets, the company took significant steps toward becoming a global brand. Today, Eti continues to be one of the strongest players in the sector with dozens of different product lines. After Firuz Kanatlı’s passing in 2017, company management has been continued by his family. Eti continues to grow both in Türkiye and abroad through its innovative and consumer-focused approach.

Best-Known Product Lines

Biscuits

Eti Biscuit – One of the company’s first products.

Eti Burçak – A whole grain and high-fiber biscuit series, offering a natural and healthy alternative.

Eti Petit Beurre – A classic butter biscuit.

Eti Tutku – A chocolate-filled cocoa biscuit.

Eti Cin – A biscuit topped with jelly and decorated with colorful candies.

Eti Pötibör – A traditional tea biscuit.

Chocolate and Wafers

Eti Karam – A wafer filled with rich milk chocolate.

Eti Canga – A hard chocolate bar with peanut and caramel filling.

Eti Browni Intense – Dense chocolate cakes and chocolate bars.

Eti Wanted – Chocolate bars filled with hazelnut and caramel.

Eti Topkek Chocolate – A chocolate snack in cake form.

Cakes

Eti Browni Gold – A moist chocolate cake in cake form.

Eti Popkek – Mini cakes with chocolate coating.

Eti Topkek – Cakes with cocoa, banana, vanilla and fruit flavors.

Eti Sufle – Small-portion, rich chocolate suflé cakes.

An Image Showing Nostalgic Eti Products (Eti Official Website)

Crackers and Savory Snacks

Eti Crax – Spiced, cheese and plain crackers.

Eti Form – Healthy, whole grain crackers with high fiber content.

Eti Gong – Crispy snack in popcorn format.

Eti Pizza Cracker – Mini crackers with pizza flavor.

Healthy Snacks and Baby Products

Eti Lifalif – Apple puree, granola and healthy breakfast biscuits.

Eti Form – Low-calorie and whole grain products.

Eti Baby Biscuit – Biscuits specially produced for young children.

Special and Nostalgic Products

Eti Hoşbeş – A layered wafer series.

Eti Finger – Finger biscuit.

Eti Nero – A creamy cocoa biscuit.

Eti Fish Cracker – Salty fish-shaped crackers aimed at children.

Awards and Achievements

TPM (Total Productive Maintenance) Awards: Eti has won the "TPM Excellence Awards" from the Japanese Institute of Plant Maintenance (JIPM) eight times for its adoption of the TPM philosophy in production processes.

Effie Awards: In 2016, Eti Hoşbeş received the "Gold Effie", while Eti Browni and Eti Maksimus were awarded the "Silver Effie".

Felis Awards: In 2015, Eti was honored at the Felis Awards for its creative advertising and marketing campaigns. The "Eti Canga" and "Eti Popkek" campaigns won awards.

Capital Most Liked Companies List: Eti was selected multiple times as number one in the biscuit and chocolate sector on Capital Magazine’s "Most Liked Companies" list in 2013 and 2014.