Shoprite partners female-led business to provide affordable noodle meal in South Africa

SOUTH AFRICA – The Shoprite Group, one of the largest retail outlets in Africa, has teamed up with a local supplier, Pasta & Me, to introduce a budget-friendly meal option amid the scorching cost of living in South Africa.

Pasta & Me is a small, 100% female-owned business founded by mom of two, Aziza Parker, whose aim was to provide affordable meals for all people regardless of their income.

The newly launched offering under Shoprite’s exclusive homegrown private label range includes a large portion of noodles, soya chunks, spices and dehydrated vegetables packed in 350g each.

The package retails for R19.99 (US$1.05), which is deemed an economical and tasty way to feed four people for less than R5 a head.

Speaking to local media, Parker noted that she researched and perfected the noodle pack after witnessing mothers struggle to feed their families in Philippi, where her family ran a supermarket. 

To bring this to life, Parker approached Shoprite with the idea of adding a family meal to its range. After several meetings with their product development and private label teams, the noodle pack was born.

“I wanted to create a product that could help feed families for very little money. The collaboration with Shoprite is really helping those who are struggling to put food on the table, plus it has opened the door for my business,” said Parker, founder of Pasta & Me.

The Pasta & Me noodle packs come in three different flavours – Steak and Chops, Jalapeno & Cheese and Roast Chicken & Veg – and are available exclusively at selected Shoprite supermarkets. 

Despite its successful debut at Shoprite, Parker said her aim is to ensure that demand is met before branching out to other retailers.

“The Homegrown noodle pack launched in Shoprite stores quite recently, so for now, my focus is on ensuring we can service and meet the demand for this product,” she said.

Parker noted that she is ready for customer feedback adding that it would “enables us to innovate and develop new ranges informed by what our consumers want and need.”

Shoprite launched Homegrown in February 2023 to give local, emerging businesses a much-needed opportunity to break into the retail market through boosting their brands.

This followed the 2022 launch of its business division, Shoprite Next Capital, dedicated to empowering and growing local, commercially viable SMMEs.

The move envisioned creating opportunities for emerging enterprises to thrive in the retail space with access to Shoprite’s 615 supermarkets nationwide.

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