Simba launches new South African flavour

Simba and Tiger Brands All Gold tomato Sauce has teamed up to launch Simba All Gold tomato sauce flavoured potato chips. The new flavour launch represents the fourth time Simba has embarked on a co-branding initiative with another South African Heritage brand. The flavour introduction follows on from the popular launches of Simba Nandos Peri-Peri flavoured potato chips, Simba Mrs HS Balls Chutney flavoured potato chips as well as Simba Steers Monkey Gland Sauce flavoured potato chips, and provides additional variety within the Simba potato chip range.

“As Simba is a truly South African brand we are always looking at ways to offer our audience an authentic South African flavour experience.  Tomato sauce ranks within top three preferred consumer flavour choices in potato chip (MAM STUDY, 2011), and has a very loyal consumer following. We combined this taste insight with the partnership of two homegrown popular brands entrenched in the South African landscape, and who have both been acknowledged as favourite brands by consumers over the years. Simba has been a part of South African family moments for over 57 years, while All Gold celebrates over 100 years as an essential grocery item of South African families. As both Simba and All Gold target a similar consumer audience, it made sense to leverage off the heritage and quality experience encompassed in each brand,” says Zibuyile Mdlalose, Simba Brand Manager. The new Simba All Gold Tomato Sauce flavour offers the perfect opportunity to promote a great family time experience and builds into Simba’s ‘Mapha’ philosophy.  ‘Mapha’ is centred on the joy of sharing, and family and is entrenched in Simba’s heritage and legacy as a sharing brand.

The Simba All Gold Tomato Sauce flavoured potato chips are available nationwide in the large bag 125g and small bag 36g packets