22 Apr 2025 Simba and Wellington’s team up for a bold tomato-flavoured chip

There was a public outcry in late 2021 when Simba shuttered its Simba All Gold Tomato Sauce chips flavour…. well, it’s now back, in new guise….

 In a savvy bit of group cross-branding, PepsiCo’s Simba Chips and Wellington’s have collaborated to reintroduce tomato sauce chips, but this time inspired by the rich taste of Wellington’s Tomato Sauce.

Speaking at the recent launch party, Simba senior brand manager, Sibongile Mndebele, said the launch was sparked by an overwhelming wave of social media requests from fans, all urging the brand to bring back the much-loved flavour.

“When we looked at last year’s Nielsen data and shared performance, it was clear — Wellington’s was the fastest-growing tomato sauce brand. And when you see share growth like that, it only means one thing: people are buying it. That told us South Africans are not only drawn to that flavour profile but are also connecting with the brand itself,” she said.

“Simba is known to bring Mzansi’s favourite flavours to life,” said Tongase Dhlakama, senior marketing manager, potato chips category at PepsiCo South Africa.

“Tomato sauce is just one of those must-haves at every meal, from braais to Sunday feasts. By [re]introducing this new flavour, now with Wellington’s signature sauce, we’re not just answering the call of what our fans love but also giving them an even tastier and crunchier way to enjoy a timeless classic.”

PepsiCo first entered South Africa in 1997 with an investment in Simba, The $1.7-billion acquisition of Pioneer Foods, owner of the Wellington’s brand, completed in March of 2020, is one of the largest deals made by PepsiCo outside of the US.

Source: PepsiCo

Related reading:

Simba lovers vote to can iconic tomato flavour

PepsiCo has confirmed its Simba All Gold Tomato Sauce chips flavour will be discontinued after the chip-maker’s “Choose Me or Lose Me” campaign.