The History of The Tiger Brands Company



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Tiger Brands

Tiger Brands Logo.png


Public company

Traded as



Consumer Goods


Tiger Oats


Bryanston, Gauteng, South Africa

Area served

South Africa and Selected Emerging Markets

Key people

Noel Doyle (Acting CEO) Funke Ighodaro (CFO)

Andre C Parker (Chairman)


Over one hundred covering a variety of packaged goods and foodstuffs.


Increase R31.59 Billion (FY 2015"')[1]

Operating income

Increase R3.65 Billion (FY 2015"')[1]

Number of employees

20 591[1]


Over one hundred brands and products.




Tiger Brands Limited (JSE: TBS) is a South African packaged goods company.[2] In addition to the company's South African operations Tiger Brands also has direct and indirect interests in international food businesses in Chile, Zimbabwe, Nigeria, Kenya and Cameroon.[3] Tiger Brands is South Africa's largest food company.[4]



Contents  []

1 History

2 Subsidiaries

3 Operational Divisions 3.1 Grains 3.1.1 Milling and Baking

3.1.2 Other grains

3.1.3 Perishables

3.1.4 Groceries

3.1.5 Snacks and treats

3.1.6 Beverages

3.1.7 Value-added meat products

3.2 Home Care

3.3 Personal Care

3.4 Baby Care

4 Corporate Social Activities 4.1 Food security

4.2 Strategic food security partnerships 4.2.1 Buhle Farmers Academy

4.2.2 Afrika Tikkun

4.2.3 Nelson Mandela Metropolitan University (NMMU) community project

4.2.4 Cotlands

4.2.5 Tiger Brands Foundation

4.3 Human rights

5 Brands

6 See also

7 References

8 External links





In 1998 Tiger Oats bought out Imperial Cold Storage.

The Old Tiger Oats buildings in Moorreesburg.

Founded in 1921 by Jacob Frankel, with some help from Joffe Marks, Tiger Brands Limited -formerly known as Tiger Oats Limited - was built on the strength of family businesses and the spirit of entrepreneurship.

2010 box of Jungle oats (left) as well as an example of the first box from the 1920s (right)

Originally known as Tiger Oats, Tiger Brand's first product was a breakfast oatmeal brand called Jungle Oats. A product that is still produced by the brand. It was first conceived by a Mr Frankel towards the end of the 19th century and was finally launched in 1925. Tiger Oat's first Mill was opened in Moorreesburg, Western Cape. A second mill was opened in Maitland, Cape Town when demand outgrew the Moorreesburg's mill's capacity in 1930. The Moorreesburg mill was abandoned in about 1987.[5] In March 1982 Barlow bought a considerable share of Tiger Oats.[6]


In 1988 SPAR South Africa became a wholly owned subsidiary of Tiger Oats, however it was unbundled and listed as a separate company in 2004.[7] During the late 1990s Tiger Oats went through a period of rapid expansion. Buying out other large companies and competitors such as food packaging company Imperial Cold Storage and Supply Company in October 1998[6] and pharmaceutical company Adcock Ingram for R3.4bn in 1999.[8] After these buyouts Tiger Oats was renamed Tiger Brands. In July 2008 Adcock Ingram was unbundled from Tiger Brands.


Tiger Brands Limited's subcompany, Tiger Food Brands Ltd merged with Bromor Foods (Pty) Ltd, which owns the Super Juice carbonated drink.[9] As of 1 October 2009, the Company acquired Crosse & Blackwell's mayonnaise business for an undisclosed amount.[10][11]


And such is the nature of Tiger Brands’ colourful history – steeped in stories of bold moves, belief and brilliance – and though evolution and the shifting nature of business continue to shape Tiger Brands’ path, one element that remains true throughout, which is that Tiger Brands will never stop adding value to life.

It is and will remain at the core of everything we do.



Over the years Tiger brands has continued to grow and expand its corporate footprint all around the world. Throughout this journey Tiger brands has continued to expand its horizons through the acquisition of various subsidiary organizations, the list of these organisations looks as follows:


·       Designer Group

·       Durban Confectionery Works Proprietary Limited

·       Enterprise Foods Proprietary Limited

·       Langeberg Holdings Limited

·       Langeberg & Ashton Foods Proprietary Limited

·       Tiger Food Brands Intellectual Property Holding Company Proprietary Limited

·       Tiger Consumer Brands Limited

·       Tiger Brands (Mauritius) Limited

·       Haco Industries Kenya Limited

·       Chocolaterie Confiserie Camerounaise

·       Deli Foods Nigeria Limited

·       East Africa Tiger Brands Industries

·       Davita Trading Proprietary Limited

·       Pharma I Investment Holdings Limited

·       Tiger Branded Consumer Goods plc

·       Other miscellaneous, property, investment and dormant companies


Operational Divisions[]




Wherever a family gathers for a meal, Tiger products complete the experience. Our Grains brands form the staple diet for families around South Africa – filling tummies with nutritious and delicious food to provide energy at breakfast, lunch and supper.


Milling and Baking[]


The bakeries business reported a modest increase in operating income, despite competition intensifying significantly.


Other grains[]


A strong performance from the rice business is reflected in high single-digit volume growth that underscores the strength of our Tastic and Aunt Caroline brands.




It’s the smell of bacon crackling in the pan on a Saturday morning; a hotdog dripping with mustard and relish or a Kota filled with fried polony, russians and atchar. Tiger Brands brings you a wide range of cold meat products that are perfect for any occasion.




With leading brands such as Koo, All Gold, Mrs Ball’s, Black Cat and Crosse & Blackwell, Groceries recorded an excellent financial performance for the year.


Snacks and treats[]


This business focuses on sugar confectionery: chocolate (Beacon), gums and jellies (Maynard) and hard-boiled sweets (Smoothies).




The focus on innovation in this highly competitive category, particularly new variants for brands such as Oros, Energade, Rose’s and Hall’s, is reflected in excellent growth and further cost benefits after commissioning the consolidated beverages facility in 2014.


Value-added meat products[]


Valued-added meat products (primarily the market leader, Enterprise) continued to gain market share, despite a subdued category and ongoing raw material cost increases.


Home Care[]


A clean home is a happy home, so to make your home more happy, we’ve brought you a collection of products that make cleaning time a breeze.


Personal Care[]


The pace of modern living can be tough at times, so to make the most out of life, you need to take special care of yourself. Tiger Brands brings you a range of high-quality personal care products to take care of your and your family’s hygeine and body care needs.


Exceptional performance was noted in the body care category. Continuous improvement programmes resulted in better margins in all categories except the highly competitive hair care segment.


Baby Care[]


Purity supports and partners with you through your pregnancy, birth and your baby’s formative years with a range of products for moms-to-be, babies and toddlers across nutrition, care, health and mother.


Purity gives you the support and reassurance that you are doing the best for your baby so that your baby can be the best they can be


It all begins with Purity.


Corporate Social Activities[]


Food security[]


We believe true transformation is only possible through education – and good nutrition enhances the ability to learn and creates a platform for learners to fulfil their potential at school. In collaboration with the Department of Basic Education (DBE) and the Mandela Centre of Memory, Tiger Brands has initiated a food parcel distribution programme to alleviate food insecurity in our disadvantaged schools (detailed under Tiger Brands Foundation below). Since December 2012, 72 235 learners have benefited from this programme.


Strategic food security partnerships[]


Our valuable partnerships with non-governmental organisations (NGOs) and other community organisations are critical to achieving our goals. Key partnerships are summarised below.


Buhle Farmers Academy[]


Buhle Farmers Academy was established in 2000 to provide practical skills training to farmers on crop, livestock, vegetable, poultry production and farm management. Its purpose is to support and empower new farmers to start up their own profitable farming activities. The academy also provides post-training support to assist farmers in setting up and expanding their farms.


It enrols up to 588 students per annum, with over 5 000 students trained over the past 15 years.


Tiger Brands has supported farmer development through this academy since 2009 by supplying dry foodstuffs for students’ meals. Buhle Farmers has been able to return the equivalent value back into subsidising students who could not otherwise afford the full cost of training.


Afrika Tikkun[]


Afrika Tikkun was started in 1994 to alleviate poverty under a model that seeks to develop the competencies of South Africans living in townships and using these skills to deliver much needed developmental services to children and youth. The model focuses on investing in the development of children from infancy into young adulthood and into the world of work.


Afrika Tikkun also provides family support services, early childhood development, career readiness and entrepreneurial development, nutrition, food security and support services, as well as primary healthcare.


Tiger Brands provides food products that help serve over 14 000 weekly meals for beneficiaries in various programmes.


Nelson Mandela Metropolitan University (NMMU) community project[]


In 2008, NMMU and Tiger Brands collaborated to ensure needy students and communities received vital nutrition.


NMMU provides meals to 682 students to ensure they have the nutritional support to complete their studies and enter the world of work. This way, with Tiger Brands’ support, they endeavour to break the cycle of unemployment and poverty.


The NMMU community project also uses our products to support surrounding communities with food, including 60 orphans from Sinethemba Children’s Home and Laphumilanga HIV/Aids home-based care centre for children affected by the disease. They also provide 100 daily meals to the community through a soup kitchen operating in Malabar, while Noxolo Preschool benefits from food products for 40 learners daily.




Cotlands has cared for thousands of vulnerable children since 1936. From its roots as a baby sanctuary, community-based programmes were introduced in 1999, primarily focused on HIV and nutrition, later adding psychosocial and educational support.


Cotlands now offers early learning sessions for children from birth to six years who do not have access to formal early childhood development opportunities. We have supported Cotlands since 2012 with food products for all its centres in Gauteng, KwaZulu-Natal, Eastern Cape, Western Cape and Mpumalanga, benefiting over 8 000 vulnerable children and adults.


Tiger Brands Foundation[]


The Tiger Brands Foundation owns an effective 5% interest in Tiger Brands Limited and was established in 2010 to enhance our community impact.


The foundation implemented the first in-school breakfast feeding programme in 2011 in partnership with the Department of Basic Education’s national school nutrition programme. Initially, this covered six primary schools in Alexandra but has expanded to 64 schools across nine provinces, providing the essential breakfast meal to over 43 000 learners. To date, over 30 million breakfasts have been served to our country’s most vulnerable learners.


Until 2014, the feeding programme was funded by a “trickle dividend” equal to 15% of dividends received from the foundation’s shareholding in Tiger Brands. Given the success of the current feeding programme, the foundation intends to expand its activities to other schools across the country. This will be funded by increasing the trickle dividend from 15% to 30% from January 2015.


Since inception, the programme has demonstrated that an effective public-private partnership can make a significant difference to the lives of learners via an in-school feeding programme, contributing to improved attendance, class participation and performance while helping to reduce obesity.


The foundation fulfils its mission in partnership with a number of stakeholders, including:


·       The DBE at national, provincial and local level


·       Academic and research institutions (such as University of Johannesburg – Centre for Social    Development in Africa)


·       Beneficiary schools, parents and community leaders


·       Community-based agencies (food delivery partners)


·       Funders/donors wishing to invest in food security and school nutrition programmes


·       Tiger Brands, the public and shareholders.


The programme has been instrumental in supporting 229 jobs for food handlers who prepare the breakfasts provided by the foundation. Each food handler is employed by the DBE and offered a stipend by the foundation.


In the Lady Frere district, Eastern Cape, our in-school breakfast programme covers 27 schools. It supplements the government’s national school nutrition programme (NSNP), ensuring these vulnerable learners have two nutritious meals per day. In addition, a programme to support these learners over the July and December holidays was established, with food parcels distributed in June 2015.


In the Western Cape and Free State, 6 040 food parcels were distributed to learners in 10 primary schools participating in the breakfast programme at the start of the July school holidays.


In March 2015, Meqheleng Primary School in Ficksburg (Free State) was awarded first prize in the NSNP best school awards. The foundation sponsors this prize which entails adopting the school onto the in-school breakfast feeding programme, and R450 000 towards constructing a school kitchen.


In July, the Deben Primary School in Kathu, Northern Cape, was adopted onto the programme. In Kathu, the programme is implemented with the financial support of a corporate partner, Sishen Solar Facility. We are excited about this development, which is the first partnership of its kind for the foundation.


Human rights[]


Tiger Brands supports and respects the protection of internationally proclaimed human rights and endeavours to ensure the group is not complicit in any related abuses. We do not tolerate discrimination of any kind, nor any form of forced or child labour.


There were no reported incidents of human rights violations in 2015


Brand (country if not in South Africa, year of acquisition and/or launch)[12][13]

Baby Products [show]

Packaged Food [show]

Beverages [show]

 & Sweets [show]

Dairy [show]

Grains [show]

Pet Food [show]

Perishables [show]

Sea-food Products [show]

Toiletries [show]

Other Brands and Subsidiaries [show]

See also[]

List of companies of South Africa




1.^  to: a b c "Tiger Brands Annual Report 2015". Tiger Brands. Retrieved October 2015.

2. ^ CNBC article on Tiger Brands Limited.

3. ^ Google Finance, Tiger Brands Limited (Public, JNB:TBS)

4. ^ BHP, Blue Financial, Remgro, Telkom, Tiger: South African Equity Preview, By Janice Kew, Bloomberg, 21 June 2010.

5. ^ Jungle Oats brand history, retrieved 6 July 2010

6.^  to: a b Brooke Simons, Phillida (2000). Ice Cold in Africa: The History of Imperial Cold Storage & Supply Company Limited. Cape Town: Fernwood Press. pp. 252,. ISBN 1-874950-50-4.

7. ^ Trade Intelligence – SPAR, accessed 2 October 2010

8. ^ Business Day: Tiger Oats Bids For All, 7 October 1999

9. ^ Competition Tribunal of South Africa article on the merger and details. (PDF file)

10. ^ Thomson Reuters Business Description: Tiger Brands, retrieved 21 July 2010

11. ^ Business Day: Tiger Brands buys Crosse & Blackwell from Nestlé, Published: 2009/05/25

12. ^ Profiles's Stock Exchange Handbook: October 2010 – January 2011. Johannesburg, South Africa: Sasfin. 2010. p. 357. ISSN 1680-0036.

13. ^ Mbendi – Tiger Brands Ltd (TIGBRANDS), accessed 2 October 2010


External links[]

Tiger Brands Limited Official Site

Categories: Companies of South Africa

Companies based in Johannesburg

Companies listed on the Johannesburg Stock Exchange




Acquires 63,35% interest in Dangote Flour Mills in Nigeria and the Mrs Ball’s trademark


Further African expansion by acquisition of interests in the East African Group of Ethiopia, Deli Foods of Nigeria and Davita, a South African exporter of powdered seasoning and beverages


Further expands branded portfolio by acquisition of Crosse & Blackwell


Extends African footprint by acquisition of controlling stake in Haco Industries of Kenya and Chococam of Cameroon


Unbundles and separately lists Adcock Ingram


Expands branded portfolio by acquiring Bromor Foods, with key brands Oros, Energade and Rose’s


Acquires the sugar confectionery businesses of Nestlé, including Jelly Tots


Tiger Brands unbundles and separately lists Spar


Tiger Brands unbundles and separately lists its animal feed and poultry operations into Astral Foods


Adcock Ingram becomes a wholly owned subsidiary of Tiger Brands and delists from the JSE


Tiger Oats renamed Tiger Brands


Acquires stake in Empresas Carozzí of Chile


Tiger Oats acquires ICS Holdings Limited (formerly the Imperial Cold Storage and Supply Company)


CG Smith unbundled from Barlow Rand


Barlow Rand (now Barloworld) acquires majority share in Tiger Brands through CG Smith Limited


Tiger Oats and National Milling Company Limited incorporated and listed on the JSE


Tiger Brands logo registered


Jacob Frankel establishes business in Newtown, Johannesburg


  • And such is the nature of Tiger Brands’ colourful history – steeped in stories of bold moves, belief and brilliance – and though evolution and the shifting nature of business continue to shape Tiger Brands’ path, one element that remains true throughout, which is that Tiger Brands will never stop adding value to life.
  • It is and will remain at the core of everything we do.


This page was last modified on 8 March 2016, at 13:15.

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