29 Apr 2026 The bitter end of a sweet partnership

South Africa looks set to lose its largest independent chocolate maker, Beyers Chocolate….

Beyers Chocolate, founded in 1987 by Belgian-born confectioner Kees Beyers, has entered liquidation after a dispute with Woolworths over supply exclusivity.

At its peak, the manufacturer produced up to 80 tonnes of chocolate weekly for the retailer, which accounted for roughly half of Beyers’ R300-million annual turnover. The company also supplied familiar brands including Sweetie Pie, Amarula confectionery, and private-label products to airlines and the hospitality sector.

What triggered the fallout

The breakdown began when Beyers acquired a second factory that was already servicing competitors including Checkers and Pick n Pay. While Beyers maintained its products for different retailers were distinct, Woolworths reportedly demanded the closure of the second facility — a request Beyers refused, citing investment and job preservation.

Woolworths subsequently reduced orders by approximately R100-million, followed by further cuts that placed severe financial strain on the manufacturer.

Central to the dispute was an exclusivity agreement: Beyers argued it had expired in 2019, while Woolworths maintained it remained valid . A complaint to the Competition Commission was dismissed, with regulators ruling that Woolworths did not hold sufficient market share to be deemed dominant .

Since the split, Woolworths has expanded its chocolate offerings with global brands, including Lindt, while assuring customers that its hugely popular Chuckles choc range remains available.

Despite Woolworths assuring the public that Chuckles will be available in all stores, it is not clear what its relationship with Beyers Chocolates is going forward.

“We can… share that Woollies chocolate – including Chuckles – is still the exceptional quality that our customers love and expect, and it is widely available across the country,” it says.

Beyers has expressed openness to re-engage with potential buyers under suitable terms, though liquidation proceedings are now underway.

Industry lessons for food suppliers

The case highlights several risks for contract manufacturers. Over-reliance on a single premium retailer creates existential vulnerability when disputes arise. Unilateral factory expansions affecting exclusivity arrangements can trigger swift buyer retaliation. And legal definitions of market power may offer little protection when a buyer holds significant influence within a specific premium segment.

For B2B suppliers, the lesson is clear: diversify customer bases, formalise exclusivity terms in writing, and stress-test business models against the potential loss of any single client.

Kees Beyers and the chocolate factory … 

According to the Beyers Chocolates website, the group has been crafting “South Africa’s finest chocolates’ since 1987.

“Fuelled by a passion for chocolate ignited by Kees Beyers, a Belgian master chocolatier, Beyers Chocolates has been a family affair since its beginnings. Using his heritage and handcrafted techniques, Kees brought the magic of Belgian chocolate to South Africa,” it says.

“At the age of just 7, Kees Beyers already knew that one day he would own a chocolate factory. He started selling sweet treats to friends and family and at the age of 12 he began his studies at the prestigious Piva School in Antwerp.

“Kees qualified as a pastry chef at Ter Groene Poorte in Bruges when he was just 17. So deep was his passion that between the ages of 13 and 17, Kees woke up at 4:30am every Saturday and Sunday, to cycle to work part-time for a confectioner in a town near his home.”

It says that as an 18-year-old, Beyer travelled to South Africa to visit his sister who had immigrated.

“His intention was to work for a few months, travel around the country and return to Belgium, but this was not to be. Kees fell in love with South Africa as quickly as he fell in love with chocolate…,” it highlights.

“While his dream of owning a chocolate factory has come true, Kees never stops enriching his knowledge in the art of chocolate and confectionery making. He is now a Master Chocolatier, through L’école de Chocolat.

“He still works closely with his staff members, to ensure that all Beyers Chocolates meet his exact standards of high quality,” adds the profile.

Now, following the commercial dispute with Woolworths, and the possibility of a final liquidation of Beyers Chocolates, this could mean the end of another iconic manufacturing business in SA.

Sources: MoneyWeb, Financial Mail