Simba and Wellington's team up for a bold tomato-flavoured chip explosion
All roads led to a flavour explosion as Simba, in collaboration with Wellington's, unveiled their boldest creation yet — a tantalisingly tangy tomato-flavoured chip inspired by the rich, iconic taste of Wellington's full flavour Tomato Sauce. A celebration of bold taste, local pride, and street culture in every bite.
The launch, held on April 16 in Sandton, was a star-studded affair featuring the likes of comedy king Mpho Popps, viral TikTok star Mbuyiselo Vilakazi, and dynamic presenter Teboho 'Caddy' Tsotetsi — all coming together to celebrate this bold new flavour with flair and flavour.
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Simba Senior Brand Manager Sibongile Mndebele.
Speaking to The Star, Simba Senior Brand Manager Sibongile Mndebele said the launch was sparked by an overwhelming wave of social media requests from fans, all urging the brand to bring back the much-loved tomato sauce flavour.
'We're here to officially launch and celebrate the new Simba Wellington's flavour — a direct response to the overwhelming outcry we received on social media, with fans constantly asking us to bring back the iconic tomato sauce.'
WATCH VIDEO HERE: https://rumble.com/v6sdb5t-simba-in-collaboration-with-wellingtons..html
She added that the journey has been nothing short of incredible, especially partnering with a powerhouse like Wellington's.
'When we looked at last year's Nielsen data and shared performance, it was clear — Wellington's was the fastest-growing tomato sauce brand. And when you see share growth like that, it only means one thing: people are buying it. That told us South Africans are not only drawn to that flavour profile but are also connecting with the brand itself,' she said.
Mndebele highlighted that the collaboration came together seamlessly, as both Simba and Wellington's are united by their focus on delivering bold and distinctive flavours. With Simba known for its punchy taste and Wellington's celebrated for its rich, full-bodied sauces, the partnership was a perfect match grounded in a mutual passion for flavour excellence.
TikTok sensation Mbuyiselo Vilakazi, one of the standout guests at the event, echoed the excitement about the bold and tangy flavour, describing the experience of eating the chips as if you were dipping straight into the rich Wellington's tomato sauce itself.
WATCH VIDEO HERE: https://rumble.com/v6sdb7z-simba-in-collaboration-with-wellingtons.html
'I actually bought the chips before the actual launch, and it feels like while eating the chips, you are actually dipping into the actual sauce. The taste is very real — your taste buds are blown away by that tangy tomato sauce. It's as if they've captured the essence of the sauce in every bite, and it takes you straight to that familiar, rich flavour you love. You can really feel the boldness of the taste with every crunch. It's a flavour experience like no other.'
Teboho 'Caddy' Tsotetsi, who served as the MC for the evening, shared how the new flavour stirred up deep nostalgia for him.
'The brand took me back home — it brought back so many memories,' he said. 'Back in the day, when my grandmother came home from grocery shopping, there was always that iconic Simba plastic bag, and we'd all sit and share the chips. It was a moment we all looked forward to.'
WATCH VIDEO HERE: https://rumble.com/v6sdb9t-simba-in-collaboration-with-wellingtons..html
He also praised the collaboration between Simba and Wellington's, calling it a bold move for the future. 'It's a strong partnership, and I'm excited to see where it goes. Hopefully, this is just the beginning and more exciting flavours are on the way,' Tsotetsi said.
Simba's Senior Marketing Manager, Tongase Dhlakama, said the collaboration between Simba and Wellington's was more than just a response to consumer demand — it was about elevating a beloved classic by delivering a bolder, tastier, and crunchier snacking experience that fans can truly savour.
'Simba is known to bring Mzansi's favourite flavours to life, tomato sauce is just one of those must-haves at every meal, from braais to Sunday feasts. By introducing this new flavour, now with Wellington's signature sauce, we're not just answering the call of what our fans love but also giving them an even tastier and crunchier way to enjoy a timeless classic.'
Simba has taken snacking to the next level with their new tomato-flavoured chips, making a bold statement in the snack aisle. Inspired by the rich taste of Wellington's famous Tomato Sauce, these chips promise an unforgettable flavour explosion.
Indulge in the latest collaboration that encapsulates the heart of South African snacking culture —Simba and Wellington's new tomato-flavoured chips promise a bold taste sensation and a journey down memory lane. Experience the crunch and reminisce about cherished moments partnered with every bite.
The Star
masabata.mkwananzi@inl.co.za
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