Cooking Oil by the Drop: B-well’s Refill Revolution Tackles the Cost-of-Living Crisis in Mzansi’s Townships

In an era where "tightening the belt" has become a daily reality, B-well is proving that innovation is most impactful when it addresses the bottom line. As households grapple with the persistent strain of rising living costs, the brand has successfully rolled out Smartfill—a flexible cooking oil refill model tailored for selected township stores.

With cooking oil prices sitting approximately 4% higher year-on-year as of February 2026, even basic staples have begun to feel like luxuries. B-well’s response? A "buy only what you need" approach that empowers cash-constrained consumers to purchase smaller, more manageable quantities. By tapping into the heart of the R900bn township economy, B-well isn't just selling a product; they are providing a financial lifeline through the informal traders and spaza shops that keep the community running.

Why Smartfill is Gaining Traction

• Budget Flexibility: No more waiting for payday to buy a bulk bottle. Shoppers can purchase oil in increments that fit their immediate budget.

• Spaza-First Strategy: By partnering with informal traders, B-well meets consumers where they already shop, supporting the local economy.

• Combating Inflation: With staple prices rising, this model provides a practical buffer against the 4% year-on-year price hikes seen in early 2026.

• Reduced Waste: Buying only what is needed reduces both financial waste and packaging impact.

“Households are under pressure, and you can see that in the way people shop,” says Morne Botes, commercial director of Southern Oil.

“Instead of buying a full bottle of oil, many customers are choosing to refill only what they need for a few days. It’s a pattern that’s becoming more common, especially where money must stretch from week to week. Refills give people control over how much they spend in that moment.”

Flexibility that meets shoppers where they are

Though still in its early stages, the pilot points to a clear conclusion: when given flexible purchasing options, shoppers use them. “People know exactly what they can afford at any given time,” concludes Botes.

“If you give them an option that helps them manage their money without sacrificing quality, it absolutely makes sense in this market - and they take it.”

Supplied by: B-well.

Guzzle Media