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Innovative Sales Agent Cape Town

Pioneer Foods buys biscuit company

15 Nov 2004

Pioneer Foods, one of the fastest growing food manufacturing groups in South Africa, has purchased Kwality Biscuits, producers of a select range of biscuit products. Based in Bronkhortspruit, near Pretoria, Kwality Biscuits has, in just under 10 years, made major inroads into the biscuit market with brands such as Romantic Dreams, Munch-A-Lot, Chock Krust, Tea Lovers and Vinta.

The business will be incorporated into Bokomo Foods, a division of Pioneer Foods. Bokomo Foods markets a range of Bokomo rusks, top-selling cereals such as Weet-Bix, ProNutro, Nature's Source and Maltabella, as well as the Moir's range of products.
According to Bennie Hendricks, Managing Director of Bokomo Foods, the addition of biscuits is a natural extension of its product portfolio.

"Through Bokomo Foods' extensive sales and distribution network, the Kwality Biscuit range will enjoy a far wider reach into the retail market," says Hendricks. "This transaction also affords us the opportunity to extend the Bokomo cereal range into the arena of convenience snacks."

"It became clear to me that the only way that Kwality Biscuits could realise its full potential was through a company such as Bokomo Foods, with its strong marketing, sales and distribution capabilities," says Rafiq Tayob, owner of Kwality Biscuits.

The transaction has been approved by the Competitions Commission and the plant, with its 260 permanent employees, will become part of Bokomo Foods on 22 November 2004. The Pioneer Foods stable includes leading South African brands such as Sasko, White Star, Ceres, LiquiFruit, Safari, Werda, Nulaid and Tydstroom.