SUSTAINABILITY REPORT 2024
Supplement to the integrated annual report for the year ended 30 September 2024
Supplement to the integrated annual report for the year ended 30 September 2024
In recent years, we have strengthened our health and nutrition marketing through both the Eat Well Live Well programme and our core brands, highlighting the important health attributes of key brands and the nutritional benefits of specific products. Our updated strategy enhances this brand-forward approach, shifting focus away from EWLW and placing stronger emphasis on the brands themselves, integrating health and nutrition within core brand marketing strategies. By embedding these values into the marketing of our well-known and trusted brands, we can better leverage their strong presence in South Africa, enabling us to connect more effectively with consumers through brands they already know and trust.
Moving forward, we will continue to build on the health attributes of our core brands, educate consumers about the inherent nutritional value of our offerings and promote healthy cooking and portion control through entertaining and informative brand-forward campaigns such as KOO “Colour Your Plate”.
We have activated key health attributes across several brands: Jungle (heart health and purposeful energy), Ace Breakfast Porridge (immunity support), Brookes Low-Cal (low kilojoule), Energade (electrolyte replenishment and hydration) and Albany Low GI (sustained energy). In recent years, successful health and nutrition campaigns through EWLW, KOO and Morvite have reached millions of South Africans via TV, radio and social media.
In 2024, we highlighted the fibre benefits in communications for KOO Pulses and Black Cat peanut butter, while running health-positive campaigns for KOO, Jungle, Purity and Energade Zero. We also continued the KOO “Colour Your Plate” campaign, which promotes healthy home-cooking and the benefits of eating fruits and vegetables. Our health and nutrition marketing spend reached R84 million in 2024, accounting for 8% of our total marketing spend (2023: R71 million at 10% of total marketing spend).
Our Eat Well Live Well (EWLW) programme has helped millions of consumers make healthier food choices while reinforcing Tiger Brands’ commitment to improving public health and nutrition in South Africa. EWLW nutrition standards bring transparency and credibility to our health and nutrition brand activations. Originally launched in 2009 and refreshed in 2020, the programme has enabled the implementation of our health and nutrition strategy, helping millions of South Africans make informed food choices on a budget.
While we are shifting the emphasis of our health and nutrition consumer education to our core brands, EWLW remains a key resource for consumers. The EWLW logo offers a “healthier choice” endorsement, while the guideline daily amount (GDA) labelling system helps consumers monitor their nutrient intake. The website serves as a digital resource for healthy living, offering expert advice, free downloadable resources and active social media engagement. Visit www.ewlw.co.za.
The KOO “Colour Your Plate” TV series inspires healthier eating by encouraging South Africans to add more fruits and vegetables to their meals. The simple idea is to add more colour to your plate to get at least five servings of fruits and vegetables per day – each colour represents a variety of nutrients essential for good health. Now in its third season, airing in 2024, the 60-minute episodes, broadcast on SABC 2 and available on YouTube, are designed to educate and entertain. The show has had a viewership of 45 million since it launched in 2021.