Johannesburg. 30 April 2024. Tiger Brands’ Benny and Crosse & Blackwell brands are the most recognised and most purchased by consumers in Mozambique, with the Benny brand earning the title of Most Popular Packaged Goods brand (FMCG) in the sub-Saharan African country.
Benny’s stock power 17g sachet places first out of 20 other local and international product brands, while Benny’s larger 714g stock powder box comes in a close second place. Tiger Brands’ Cross & Blackwell Mayonnaise 750g is third.
The results follow a survey of consumer trends by leading Africa research company Sagaci Research. Shoppers were requested to share the contents of their actual shopping baskets along with purchase receipts from outlets such as supermarkets.
This is the first time Tiger Brands has received official brand recognition outside of South Africa. Benny is the leading stock powder brand manufactured at the company’s facility in Gauteng and distributed through Tiger Brands International (TBI) to key markets across Africa.
In Mozambique, Benny and Crosse & Blackwell are widely distributed in the country’s key economic hubs of Maputo, Nampula and Beira. The Benny brand’s volumes in Mozambique have grown consistently over the past five years, doubling into the region over this time.
“The growth of Benny and Crosse Blackwell in Mozambique is a testament to the successful execution of our Tiger Brands International strategy. The core of it being the deployment of key distributors to fulfil demand and deliver relevance at a shopper and retail level in export countries.,” says Polycarp Igathe, Managing Director, Tiger Brands International.
Benny reflects the consumer need for convenience, best quality, versatility, and value for their family meal occasions.
“We are grateful to our Mozambican consumers for showing their love for the Benny and Crosse & Blackwell brands and for trusting us to be part of their meal occasions.
We continue to refine our brand expression to ensure it remains relevant to the evolving needs of the consumer, and we are actively investing in driving consumption of our lead brands in Mozambique”, says Adley Reddy, Marketing Director, Tiger Brands International.
New Benny brand positioning celebrates Mozambique’s favourite ‘caldo’
As Mozambique’s favourite ‘caldo’, the Benny brand developed its new consumer marketing campaign to resonate with this specific market. The latest Benny television commercial (TVC) was filmed on the streets of the capital, Maputo, showcasing the historically iconic and colourful architecture the city is known for, along with the rich culinary heritage of its people.
“Tiger Brands strives to democratise health and nutrition and offer affordability across the continent by driving education and accessibility of our full portfolio to meet the nutritional needs of consumers while becoming a leading choice for value-seeking consumers and shoppers,” says Zayd Abrahams, Chief Marketing and Strategy Officer, Tiger Brands.
