Farewell to a Classic: Tiger Brands Plans to Part Ways with Beacon Chocolate

A bittersweet goodbye

For many South Africans, the name Beacon brings to mind Easter treats, lunchbox snacks, and supermarket aisle nostalgia. From the chewy TV Bar to the marshmallowy Easter eggs, Beacon chocolates have quietly woven themselves into our national sweet tooth for nearly a century. But now, the future of this beloved chocolate brand is hanging in the balance.

Tiger Brands, one of South Africa’s biggest food manufacturers, has revealed that it may soon bid farewell to the Beacon chocolate brand. And while no final decision has been made yet, the company’s leadership has made it clear: the brand no longer fits into Tiger’s long-term strategy.

What’s on the chopping block?

Before panic sets in, here’s what’s staying and what might go.

Tiger Brands isn’t tossing out its entire sweet portfolio. The iconic Jelly Tots, Maynards Wine Gums, Fizzer, Liquorice All Sorts, and Marshmallows are safe. These sugary staples continue to perform well and will remain a part of Tiger’s stable.

However, it’s the chocolate range under Beacon — including the TV Bar, Nosh, Beacon marshmallow Easter eggs, and various chocolate slabs — that’s being considered for sale. This move would mean the end of Tiger’s direct involvement in chocolate manufacturing after nearly 100 years.

Why now?

In a frank conversation with News24, Tiger Brands CEO Tjaart Kruger didn’t sugarcoat the issue. He admitted the company has fallen behind the curve when it comes to technology. Shockingly, Tiger hasn’t upgraded its chocolate-making equipment in over 30 years. That kind of stagnation, especially in today’s fast-moving consumer goods industry, can come at a steep cost.

“It’s just too expensive to do it now,” Kruger said, “but I think in the hands of the right person, [the Beacon chocolate brand] can be a good business.”

In other words, it’s not that the Beacon brand has no value — it’s just that Tiger is no longer the best home for it. Despite selling chocolate slabs at a cheaper price point than competitors like Cadbury, the company has struggled to capture enough market share to make the operation sustainable.

Not an immediate exit

Tiger Brands Chief Financial Officer Thushen Govender stressed that there’s no rush to walk away from Beacon chocolates. The company will continue producing its chocolate products while it works on a suitable exit plan. It’s a slow goodbye rather than a sudden shutdown.

“We will continue delivering on the strategic turnaround of the business until such time as an appropriate exit mechanism has been identified,” Govender explained.

So for now, you’ll still be able to find your Beacon favorites on store shelves. But it’s a good time to start savoring them, just in case they change hands — or disappear entirely — in the near future.

Holding onto the sweet stuff that works

Interestingly, Tiger Brands is choosing to hold tight to its non-chocolate sweets. Products like Jungle Oats Bars and the full range of Jelly Tots and Maynards candies remain strong performers in a tough market. These brands still connect with consumers, and they fit into Tiger’s focus on core growth areas.

What this means for local heritage brands

The potential sale of Beacon chocolate raises larger questions about the future of homegrown brands in a rapidly changing global economy. When legacy labels like Beacon face pressures from more technologically advanced competitors, can nostalgia alone keep them afloat?

There’s hope that a new owner — perhaps one willing to invest in updated production methods and aggressive marketing — could breathe new life into Beacon. But that would also depend on whether South Africans are still as sweet on the brand as they once were.

Don’t wait until it’s gone

For those who grew up unwrapping a TV Bar on the way home from school or eagerly biting into a Beacon marshmallow egg each Easter, this news hits home. It’s a reminder that the products we love aren’t guaranteed to stick around forever.

So go ahead and grab a Beacon chocolate bar next time you’re at the shop. Enjoy it. Share it. Celebrate it.

Because while the brand may change hands, the memories it gave us are ours to keep.

{Source: Jacarandafm}

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