PepsiCo’s Simba, Wellington collab to launch new potato chip flavour
Although the product has been officially launched now, it has been available in select stores across South Africa for the past two months.
SOUTH AFRICA – PepsiCo’s Simba brand has launched a new variant of potato chips in collaboration with the South African sauce brand Wellington’s, featuring a tomato sauce flavour, which is historically popular among potato chip consumers in South Africa.
“Simba is known for bringing Mzansi’s favorite flavors to life,” said Tongase Dhlakama, Senior Marketing Manager for potato chips at PepsiCo South Africa (Mzansi is a Xhosa term referring to South Africa). The snacks are sold in both 36g (small) and 120g (large) packages.
In August 2024, PepsiCo also launched Simba’s KFC Original Recipe-flavoured potato chips, a chicken-flavoured variant developed in collaboration with the popular fast-food chain.
According to both companies, this new potato crisp offering delivers the Finger Lickin’ Good™ taste of KFC’s best-kept secret recipe combined with Simba’s beloved potato chips, promising a delightful experience for customers.
The KFC-flavoured chips were part of Simba’s strategy to experiment with flavours appealing to its South African market, resulting in fan-favourite snacks, from the well-known tang of Mrs. H.S. Ball’s Chutney to the savoury goodness of the classic Creamy Cheddar flavour.
This new offering continues the successful, longstanding partnership between the two companies and is inspired by the 2022 success of the Zinger Winger Chips, which combined the crunch of Simba’s potato crisps with KFC’s Zinger Wings™ spices.
Simba is a South African snack food manufacturer primarily operating within the country. It was founded in 1957 by Leon Greyvensteyn and acquired by PepsiCo in 1999.
The company is best known for its potato and maize-based snack foods and holds 63 percent of the South African crisps market. “Simba” is the Swahili word for “lion,” and the brand’s mascot is an adult male African lion.
PepsiCo’s Simba snacks division includes globally recognized brands such as Lay’s, Doritos, Cheetos, Ghost Pops, Chipstix, and Millstones. While part of a global company, Simba is specifically designed for the South African market, with flavours and products tailored to local preferences.
Wellington’s is a well-known sauce brand in South Africa, recognized for its wide variety of flavours and high-quality ingredients. They offer sauces like Sweet Chilli, Tomato, Steakhouse, and Sweet Jalapeño, all crafted to suit South African taste profiles.
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