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Massmart launches private brand sweet treats

Retail 21 October 2022

Massmart has continued the expansion of its private brand offering, through the recent launch of the ‘Sweetfields’ brand in its stores.

The brand offers customers quality sweet treats at affordable prices with a product range that includes biscuits, candy, toffee eclairs and cordials.

South African consumers are experiencing increased inflationary pressure with the Household Affordability Index published by the Pietermaritzburg Economic Justice and Dignity group (PMBEJD) in August, showing that South Africans’ budgets are stretched to their limits.

“Sweetfields is a response to this incredibly tough economic environment and has been positioned to provide our customers with a 10% price saving on sweet treats that are comparable in almost every way to competitor brands," said Kate Crawford, Group Private Brand Food Executive at Massmart.

Crawford notes that bulk buying of Sweetfields products is proving to be popular amongst Makro’s Stokvel customers who are known to place high value on price and quality.

Stuart Freeman, Makro Senior Buyer for Confectionery, attributes this popularity to the extensive research done to ensure the brand meets market equivalent quality and taste profiles.

Sweetfields currently offers customers a variety of coookies, Candy Rocks lozenges, Toffee Eclairs, Tropi Twist dairy fruit blends and Coolz cordials.

“These products are available nationwide at Makro, Game and Jumbo Cash & Carry stores and are a perfect festive season treat,” Crawford concludes.