ETI

Eti Company (Eti Food 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)

One of Eti’s most memorable advertising 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. With its catchy and cheerful slogan, this campaign reached wide audiences and reinforced the perception of Eti as a brand that brings happiness. The 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 transformation into a generic jingle and slogan. The campaign was widely distributed across television, radio and digital platforms, appealing to consumers of all ages. This advertising strategy successfully associated Eti with the theme of “happiness” and strengthened its brand identity. Over the years, the campaign has continued in various versions, securing a significant place in Eti’s marketing history and leaving a lasting impression on consumers’ minds.

Eti adopted a different marketing language for products targeting younger audiences. In Canga advertisements, a dynamic and entertaining narrative was embraced, with slogans such as “Canga thinks hard about this job” highlighting the energetic character of the product.

As part of its sustainability-focused marketing efforts, Eti positioned its Burçak product as natural and environment-friendly. The advertising campaigns promoted messages of healthy eating and environmental awareness.

Eti is a food company founded in 1962 by Firuz Kanatlı in Eskişehir. As one of Türkiye’s first modern biscuit manufacturers, 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 manufacturing there. One of Eti’s earliest products, Eti Biscuit, gained widespread 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 under the concept of healthy and natural foods.

^{Old Eti Factory 1961} (Eti Official Website)

Following Firuz Kanatlı’s vision, Eti expanded beyond Türkiye into international markets. By exporting primarily to the Middle East, Europe and Asia, 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, the company’s management has been continued by his family. Eti continues to grow both in Türkiye and abroad through its innovative and consumer-focused approach.

Eti Klasik – 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.

Eti Karam – A wafer filled with rich milk chocolate.

Eti Canga – A crunchy chocolate bar with pistachio and caramel filling.

Eti Browni Intense – Dense chocolate cakes and chocolate bars.

Eti Wanted – Chocolate bars filled with hazelnut and caramel.

Eti Topkek Çikolatalı – A small cake-shaped chocolate snack.

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

Eti Popkek – Mini cakes with chocolate coating.

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

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

^{An Image Showing Nostalgic Eti Products} (Eti Official Website)

Eti Crax – Spiced, cheese-flavored and plain crackers.

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

Eti Gong – A crispy snack in popcorn format.

Eti Pizza Kraker – Mini pizza-flavored crackers.

Eti Lifalif – Oatmeal, granola and healthy breakfast cereals.

Eti Form – Low-calorie and whole grain products.

Eti Bebek Bisküvisi – Biscuits specially produced for young children.

Eti Hoşbeş – A layered wafer series.

Eti Finger – Finger-shaped biscuits.

Eti Nero – A creamy cocoa biscuit.

Eti Balık Kraker – Fish-shaped savory crackers designed for children.

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