Sweet and slow
The secret behind the brand’s success is the alignment of all the ‘mind’ variables with the ‘market variables’ as seen through the eyes of the target market. “90 percent of the sugar consumed in South Africa is consumed by the black market , a market that is absolutely unapologetic about its love of sugar, and hugely brand loyal,”
Selati sugar is thus 100% focused on its core target market of black woman aged between 19 and 49, living primarily in peri-urban or rural areas in Gauteng, Limpopo, Mpumalanga and North West regions. (Only recently, with the new mill in Pongola, is the brand beginning to focus on the Western Cape and Kwa Zulu Natal.)
Everything that the brand office does –from packaging to positioning, advertising to pricing, sales and distribution – is led by its core consumers.
One of the reasons that the brand is so popular amongst black woman is the strength of its packaging. Recognising that its core consumers do not decant sugar, Selati is packed in a strong durable double-leaf brown paper bag with an easy pour spout.
New to the Selati sweetening is the range of sucralose, non-nutritive sweeteners. The range proposition includes a trusted Swiss formulation, 95% less kilojoules, discreet hygiene convenient packaging in the form of dispensers, table top packets and unique and innovative twist dispensers. All the products are endorsed by Diabetics SA and The GI Foundation.
VIEW OUR PRODUCTS AND VARIANTS
Sucralose Low Kilojule Sweetener
Unrefined Brown Sugar
Stevia is a 100% natural and zero calorie sweetener. It is extracted from the leaves of the Stevia plant, which has been used as a sweetener by the indigenous people of Bolivia and Brazil for over 400 years. Formulated by our Swiss experts, Selati Stevia Sweeteners sweetens just like sugar without the extra kilojoules and is ideal as part of your balanced eating plan! Diabetics South Africa, the GI Foundation, and the Islamic Council of South Africa have endorsed Selati Stevia Sweeteners. Selati low kilojoule Stevia Sweetener is aspartame free.
Pure White Cane Sugar
Golden Brown Sugar
Castor Snow / Icing Snow Sugar
White & Brown Sugar Sticks Sachets
Selati, one of South Africa’s most well-loved brands, has revamped its core brown and white sugar packaging to reflect its new brand positioning centred on ‘Sprinkle Joy’. Based on the latest consumer insights the packaging has been modernised in a manner that evokes joy & happiness.
Consumers can enjoy sugar sweetness without sugar calories. It contains sucralose and is aspartame free.
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