Crunch time for Beacon chocolate range as Tiger Brands hits uncertain times
Beacon chocolates face an uncertain future as Tiger Brands considers selling the brand.
Image: YouTube
For countless South Africans, the sight of a Beacon chocolate bar evokes feelings of nostalgia and comfort.
Whether it's a casual slab snatched at the checkout or special treats like Nosh or the beloved TV Bar, these local delights have become an integral part of sharing sweet moments across generations.
Yet, this emblem of South African confectionery may soon vanish from our shelves, as Tiger Brands—a towering figure in the country's food production—has revealed plans to sell its Beacon chocolate range.
Founded nearly a century ago, the Beacon brand encompasses an array of popular items, from the iconic chocolate-and-marshmallow Easter eggs to the creamy slopes of Ebony and Ivory chocolates.
However, current realities paint a challenging picture. CFO Thushen Govender recently shared with News24 that while no definitive decision has been made, the company is actively pursuing options to divest its chocolate category.
"We will continue delivering on the strategic turnaround of the business until such time as an appropriate exit mechanism has been identified," Govender stated, leaving the future of these beloved treats hanging in the balance.
CEO Tjaart Kruger further emphasised the difficulties facing the chocolate division, admitting that technological advancements had not kept pace, with the chocolate-making equipment remaining unchanged for over three decades.
"The investment required to modernise the facility is now too high to justify," he explained. However, Kruger remains hopeful about the brand's potential, reiterating that 'in the hands of the right person, the Beacon chocolate brand can be a good business.'
The competitive landscape presents another hurdle, as Kruger noted the challenges of competing with industry giants.
"We price against Cadbury like R4 or R5 a slab cheaper and still don't get the volumes," he remarked. This disparity in scale and marketing prowess has left Beacon struggling to maintain its footprint in a market dominated by formidable competitors.
While the future of Beacon chocolates remains uncertain, Tiger Brands has reassured its consumers that other cherished favourites in its sweets portfolio—such as Jelly Tots, Maynards Wine Gums, and Liquorice All Sorts—will remain unaffected by these changes.
They have also confirmed that production of Beacon chocolates will continue until a suitable buyer or alternative strategy is established.
The prospect of losing such a beloved brand is undoubtedly a troubling thought for loyal fans and casual consumers alike.
For many, these chocolates represent more than just a snack; they are a nostalgic reminder of simpler times, family gatherings, and spontaneous treats that could turn an ordinary day into something extraordinary.
As we await further announcements from Tiger Brands, our cherished Beacon chocolates might soon transition from a simple indulgence to treasured memories, leaving us all pondering the future of these iconic treats.
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