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Bull Brand

Rhodes Food Group acquires Bull Brand

Rhodes Food Group, following its buyout last October by management and private equity partners, has gone on the acquisition trail as promised, this time buying iconic canned meat brand, Bull Brand, from KAP Industrial Holdings. KAP reports it has sold its food interests to focus on its industrial assets within emerging markets.

KAP, a JSE-listed subsidiary of Steinhoff, has also sold Brenner Mills food brands to its management. Both sales are at undisclosed prices.

KAP chief executive Jo Grove says that although Bull Brand was a strong brand in the canned food category, KAP had always been a smaller player in the food industry.

Bull Brand includes brands such as Gants, Spekenam and Apex, produced at its Krugersdorp factory. It manufactures canned meat, corned meat, pasta and meat mixes, meals and sauces.

Brenner Mills makes maize meal products and is being sold to its management. Brenner operates out of five factories, three in Limpopo and two in Gauteng. Outsourced distribution centres are spread over the rest of the country.

Both transactions are still subject to Competition Commission approval, which could take up to two or three months to be considered.

Rhodes Food Group MD, Bruce Henderson, says that the acquisition fits perfectly with the company’s core products of canned products and value-added foods. The group’s product range comprises canned fruit and vegetables, tomato products, jams and fruit juices among other food products. Its brands include Rhodes, Hazeldene, Magpie, and Portobello.

“We are pleased to have acquired one of South Africa’s iconic food brands. Bull Brand has a rich South Africa heritage spanning over 50 years and is a trusted and well-done brand,” says Henderson.

“Bull Brand has been around for a very long time. It is a number one brand in the long-life meat brand category, therefore it supplements and complements Rhodes very nicely as Rhodes is prevalent in canned fruit and tomato products.”

Rhodes Food Group has manufacturing operations in Swaziland and Western Cape and exports its canned products to Canada, the UK, Europe, Australia and Asia.

Bull Brand rangeBerge Farrell revamps Bull Brand

Design agency, Berge-Farrell reports that, with brand innovation and line extensions, Bull Brand was in need of a packaging that communicated this in a bold, vibrant and eye-catching manner that brought the ‘inside out’.

Its first step was to deconstruct the current packaging. Collectively, the creative team’s focus fell on the typography, the iconic holding device and illustration. All these elements needed to be updated and refreshed.

With the addition of products to the range, Berge Farrell’s designers felt that colour could begin to play a crucial part in standout and differentiation on shelf.

By taking ‘ownership’ of the iconic elements, Bull Brand now has the design language that allows the brand to differentiate and specialise itself within the market with great success.

Source: www.biz.community.com

Additional reading:

Rhodes Food Group acquired by management-private equity groups

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