Johannesburg. 13 June 2023. One of Tiger Brands’ iconic heritage brands, KOO, has refreshed its positioning and looks to showcase the value it brings to consumers, including convenience, healthy nourishment, superior quality taste, and homegrown ingredients. These features combine to make it one of South Africa’s most valuable brands and the market leader in the South African Canned Fruit and Vegetable Category, which is worth a cumulative R3.2 billion and growing.
“We have proactively refreshed our iconic and well-loved KOO brand positioning, balancing its heritage with evolving consumer needs, while remaining true to the Tiger Brands purpose to nourish and nurture more lives every day,” says Zayd Abrahams, Chief Marketing and Strategy Officer, Tiger Brands.
The refreshed positioning of the 83-year-old brand, which offers a diverse and versatile range of grocery essentials, including its much-loved KOO Baked Beans in Tomato Sauce, comes after an intensive and carefully consumer-researched process and will be executed across all communication touchpoints including advertising and packaging.
“The KOO consumer puts the nourishment of their families, themselves, and whole communities above all else. They have busy lives and demand convenience. KOO delivers on this need for them with fresh, superior quality essentials made with locally sourced ingredients that offers wholesome homestyle local flavours and taste.
“Mzansi has walked this journey with KOO for over eight decades and we look forward to nourishing and nurturing them into the future,” says Edna Mohale-Maphita, Culinary Marketing Director, Tiger Brands.
The refreshed KOO packaging highlights the key intrinsic features of each KOO product range:
Everyday range (Baked Beans, Garden Peas, Pilchards,) offering affordability and tasty nutrition
Value Add range (Chakalaka, Mixed Vegetables) which is convenient and ready to eat
Premium range (Corn, Garden Peas, Kidney Beans, Speckled Sugar Beans, Sliced Beetroot) focused on the benefits of health and wellness
Fruit range to (Peach Slices, Guava Halves, Fruit Cocktail, Apricot Halves, Pear Halves) satisfy growing consumer snacking trends