SELATI SUGAR

It’s rare for a regional brand to feature among the top ten household brands in the country. Even more rare for a traditional low interest brand to hold its own against tough competition not only in its own narrow market segment, but also compete for space in this hotly-contested basket against big spending iconic brands. But that is exactly what Selati sugar has achieved.

Sweet and slow

The secret behind the brand’s success is the alignment of all the ‘mind’ variables with the ‘market variables’ as seen through the eyes of the target market. “90 percent of the sugar consumed in South Africa is consumed by the black market , a market that is absolutely unapologetic about its love of sugar, and hugely brand loyal,”

Selati sugar is thus 100% focused on its core target market of black woman aged between 19 and 49, living primarily in peri-urban or rural areas in Gauteng, Limpopo, Mpumalanga and North West regions. (Only recently, with the new mill in Pongola, is the brand beginning to focus on the Western Cape and Kwa Zulu Natal.)

Everything that the brand office does –from packaging to positioning, advertising to pricing, sales and distribution – is led by its core consumers.

One of the reasons that the brand is so popular amongst black woman is the strength of its packaging. Recognising that its core consumers do not decant sugar, Selati is packed in a strong durable double-leaf brown paper bag with an easy pour spout.

New to the Selati sweetening is the range of sucralose, non-nutritive sweeteners. The range proposition includes a trusted Swiss formulation, 95% less kilojoules, discreet hygiene convenient packaging in the form of dispensers, table top packets and unique and innovative twist dispensers. All the products are endorsed by Diabetics SA and The GI Foundation.