Since the early 1900s, the Moir's brand has been synonymous with baking ingredients. The brand enjoys leading positions across a number of food categories, including jellies, custard, instant puddings, food essences, glacé cherries, cake mixes, desiccated coconut, baking powder and dairy creamers.
The Moir's basket of products is highly complementary to Pioneer Foods' core business and affords Pioneer the opportunity of entering new categories. Operating from its Cape Town manufacturing facility at Ndabeni, the Moir's business will be incorporated into Bokomo Foods, a division of Pioneer Foods.
According to Bennie Hendricks, Managing Director of Bokomo Foods, the incorporation of the Moir's brand into the Bokomo stable creates the opportunity to further expand the Moir's brand through Bokomo's "the goodness of home" marketing platform.
"Bokomo's rich history also dates back to the early 1900's and incorporates trusted household names such as Weet-Bix, ProNutro, Maltabella and Nature's Source," he says.
In addition, Pioneer Foods' stable includes leading South African brands such as Sasko, Today's, Tydstroom, Nulaid, Safari, White Star, Ceres, LiquiFruit and Fruitree.
Lawrence McDougall, Managing Director of Bromor Foods says, "the transaction provides for the transfer of all employees of Moir's to Bokomo Foods on the same employment terms that they currently enjoy at Bromor Foods. The decision to sell Moir's follows a review of the Company's long-term participation strategy."
The Moir's transaction is still subject to approval by the competition authorities.
Afrikom on behalf of Bokomo Foods and Bromor Foods
