The woman who competed in MasterChef South Africa and then founded the cookie business growing across South Africa

Business • 11 November 2026 • Kirsten Minnaar

Andriëtte Georgiou went from being retrenched during the Covid-19 pandemic to building one of South Africa’s recognisable gourmet cookie businesses.

The founder of Mondvol is a MasterChef South Africa Season 4 runner-up whose large, soft cookies have attracted a growing online following and customers across the country.

However, the business started with a much smaller operation. After losing her job as a musician in 2021, Georgiou began selling cakes to make ends meet.

She had learned to bake during lockdown, with friends encouraging her to turn it into a business. Her father later converted the stoep of his Durbanville home into a kitchen where she could bake and offer classes.

Georgiou initially saw baking as a way to earn an income, but her appearance on MasterChef became an important turning point.

She has described the competition as a journey of self-discovery that helped her overcome insecurities and develop confidence in her abilities.

“I didn’t win the competition, but I definitely shook off some of my insecurities,” she told Maroela Media in April 2025.

Although Georgiou enjoyed making cakes, she struggled to grow the business. Cakes took considerable time to produce and were difficult to transport.

Her husband, Andrew, who had spent 14 years living in the United States, helped her identify another opportunity.

He had become familiar with the large, soft American-style cookies popular in the United States. They saw an opportunity to introduce a similar product to South African consumers.

Cookies also offered a more scalable business model, since they could be produced through a more structured process, packaged and delivered nationwide.

So, in October 2023, Mondvol launched its online cookie business. The founders made an early investment in branding and packaging, ordering 2,000 branded blue boxes before customers had even tried the product.

Georgiou said the decision was frightening, as they had to commit a significant amount of money to an untested product.

She initially relied on her existing social media following, friends and family to generate sales. On launch day, the business sold 20 boxes.

The operation was still based in a garage, with Georgiou and her first employee, Christina, handling much of the work.

Growing the business

Social media played an important role in introducing Mondvol to customers. Rather than simply advertising finished products, Georgiou shared the process of developing the business.

This included sharing the packaging, baking and challenges involved. The approach helped customers follow the brand’s progress and become invested in its growth.

The business also began experimenting with limited-edition flavours and product drops. These created anticipation around new releases while giving customers a reason to return.

Its first major pop-up in Stellenbosch became a significant milestone. Georgiou initially worried that nobody would attend.

The day before the event, she and her team handed out samples and flyers to encourage people to visit. However, when they arrived the following morning, more than 50 people were already waiting.

The team had not even finished setting up when customers began buying. They sold 300 to 400 cookies within an hour. The success led to further pop-ups, including events in Somerset West and Durbanville.

These events gave customers an opportunity to taste the cookies before ordering online. They also generated social media content that helped build interest in the brand.

As the business took off, Mondvol’s offering also grew beyond its original chocolate chip cookie.

They now produce a range of flavours, including Nutella, Milo, Peppermint Crisp, red velvet and South African favourites such as milk tart.

Georgiou regularly develops limited-edition flavours around themes and occasions. These have included Heritage Month-inspired products such as koeksisters and malva pudding.

She also shares the recipe-development process online, including unsuccessful attempts and feedback from her team and customers.

This has helped establish a close relationship with the brand’s audience. Georgiou has said she sees customers as a community rather than simply buyers. The team also refers to its employees as its “angels”.

The business’s Cookie Club takes this community approach further through a subscription service.

Members receive specially packaged cookie boxes and access to limited releases. The club was initially capped at 500 members to maintain its exclusivity and keep production manageable.

In the September 2025 podcast, Exceptional by Matthew Weyers, Georgiou said the club had reached capacity and had 1,200 people on its waiting list.

Scaling the business

Mondvol’s growth has also required the founders to rethink how the business operates.

What started in a garage expanded into additional space, including a guest bedroom and more garages. In the 2025 podcast, the founders said their production operation occupied approximately 50 m².

The small space created practical challenges as demand increased. The team sometimes struggled to store ingredients and packaging, and busy periods placed pressure on production.

Georgiou has been cautious about expanding too quickly, particularly if it risks compromising product quality.

She has also gradually moved away from day-to-day baking and packing to focus on creative development, marketing, partnerships and managing the team.

Andrew plays a major role in the business’s technology and online operations. The founders have invested heavily in the website, ordering process and subscription functionality. They have also been selective about retail expansion.

While Mondvol has received requests from businesses wanting to resell its cookies, Georgiou has raised concerns about the effect this could have on margins and the customer experience.

Instead, they have focused on online sales, pop-ups and collaborations with other brands.

The business’s website and social media presence remain central to this model, allowing it to reach customers beyond its immediate area without relying on a traditional retail network.