Mzansi’s most loved culinary favourite KOO has been a trusted kitchen companion at the centre of bringing joy in South African households for over 80 years, which is why the brand remains in the Top 10 Iconic Brands in South Africa, the no. 1 Tinned Product and is the no.1 Baked Beans in Mzansi.
With a wide range of fruit and vegetables, the heritage brand continues the journey to encourage all South Africans and food enthusiasts to eat better through its brand promise of growing the best, to nourish Africa best. With the ever-growing importance of delivering tasty and nutritious food to South Africans, KOO is firm on addressing nutritional concerns related to a well-balanced plate, addressing post- Covid concerns on quality food for optimal nutrition, and helping Mzansians be the best they can be even during loadshedding where the convenience of KOO products enables them to continue enjoying their meals, no preparation needed.
KOO has invested in how we relate to our consumers both visually and creatively in line with the changing consumer landscape and preferences. This has enabled us to therefore deliver against our brand promise and lead in best of class delivery of new communication and a packaging refresh that both KOO and its consumers are excited to see.
The new TVC’s, and modernised packaging will no-doubt be a page in the great book of KOO’s journey with South Africa as it sets to bring to life the brand’s purpose to grow the best to nourish Africans best. The new and locally relevant communication and packaging will arrived on TV screens in May 2023 onward and the exciting changes will arrive in retailers and wholesaler shelves over the same time progressively.
The brand’s continued commitment as a trusted source of nutrition and goodness for many South African households remains key as our primary currency, thus we are proud to be in so many millions of homes knowing our consumers and their expectations of KOO. These expectations have continuously led us to deliver on taste superiority as priority without compromising quality, whilst being socio-economically impactful in our communities by sourcing locally and developing youth and black women skills.
“KOO has always been synonymous with quality, taste, and convenience for over 80 years. We pride ourselves in bringing people together through the mutual fondness of food in a country that is as diverse as our beautiful land while maintaining the exact homegrown nutritional goodness South Africans have grown to love 8 decades later.” Said Culinary Marketing Director Edna Mohale-Maphita. “With our new communication and packaging refresh, we want to explicitly emphasise our fresh credentials by taking our consumers on a journey showcasing that our fruits and veggies are made in Mzansi, for Mzansi by Mzansi fresh from our local farms to their plates.”
Over the years, KOO has been the vanguard of empowering the lives of South African local farmers and consumers. From aiding and investing in the focused development of women and youth which ensures skills transfer from experienced farmers to newer ones, awarding bursaries to young students into culinary institutions, to unearthing Mzansi’s next cooking stars through the popular cooking competition TV show Colour Your Plate With KOO.
“We really look forward to seeing the impactful platforms the brand introduces next, to elevate the dreams of those that have enjoyed KOO for over 80 years.” Said Zayd Abrahams, Chief Marketing Officer, Tiger Brands