07 Nov 2011 Moir’s enters the biscuit market with classic favourites

Pioneer Foods announced earlier this year that it intended upping its share of SA’s biscuit market – and the first stage of its plans are now evident in the form of a new Moir’s biscuit range, at the same time indicating the dropping of its Kwality biscuit brand as intended. For almost a century, Moir’s has supplied the South African market with a wide range of baking products, from baking powder, essences and glacé fruit to cake and dessert mixes, and now some of South Africa’s best-loved biscuits will be made under the Moir’s label.

“The extension of the brand into a ready-to-eat offering completes our product basket,” says Snowy Krüger, marketing manager of Moir’s. “We are thrilled with the new range, both in terms of quality and taste. We hope to present our customers with great tasting, yet affordable classic favourites and innovations.”

The Moir’s range is manufactured in Pioneer’s new, state-of-the-art biscuit plant in Clayville, Johannesburg. The packaging is designed by Cape Town agency, Creative Performance, and printed by Afripack (Flexible) and Golden Era (cartons). 

The new biscuit range initially consists of Marie, Tea Lovers, Lemon Creams, Munch-a-Lot, Chocolate Dream and Choc Krust biscuits.

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