End of an era for iconic South African brand

The Competition Commission has given Lactalis South Africa the green light to acquire one of the country’s most well-known brands, Cremora.

Lactalis South Africa is the local arm of a French multinational dairy products corporation. 

The company manufactures some of South Africa’s most popular dairy product brands, including President, Parmalat, Melrose, and Steri Stumpie. 

On Wednesday, 2 April, the company announced that the Competition Commission has granted approval for its acquisition of Nestlé’s Cremora business. 

The acquisition includes Cremora’s employees and production facilities in Babelegi, Gauteng, and Potchefstroom, North West.

Cremora is a popular creamer brand that has been a staple in South African households for 77 years, having been a part of South Africa’s coffee-drinking culture since 1961.

In 1993, Nestle South Africa took over Bordern, the makers of Cremora and Klim, from Borden Foods Corporation (Ohio).

Five years later, Nestle bought Borden and established the Babelegi factory. The factory produces three different products on one site: cereal, noodles, and Cremora coffee creamer.

By 2016, the Babelegi factory produced 130 tons of Cremora per day.

The product became a household name after a series of successful advertisements with the payoff line, “It’s not inside, it’s on top”.

The brand claims that one in five coffee drinkers in South Africa use Nestle Cremora as a creamer.

Lactalis SA is home to some of South Africa’s most popular dairy product brands, including President, Parmalat, Melrose, and Steri Stumpie. 

“This acquisition aligns with our company’s strategy of broadening our product range to cater for local consumer preferences and we are therefore proud to add Cremora to our product offering,” Lactalis SA General Manager Herman Janse van Rensburg said.

He noted that Lactalis’ legacy, together with the experience of Cremora employees, will contribute to Cremora’s long-term success.

“We are excited to welcome our new colleagues to the Lactalis South Africa family,” he said. 

“We will continue to build on Cremora’s rich heritage together as we integrate the business into Lactalis South Africa to ensure seamless continuity for employees, suppliers, distributors, and consumers.”