Our goal is to always label, market and advertise our products in an ethical
and socially responsible manner, in line with our corporate values and
sustainability strategy.
Approach
Our key policy
Responsible marketing policy
We practise responsible marketing, advertising and
labelling in line with our code of ethics and to help
consumers make healthier food choices (see here).
Our responsible marketing policy ensures full
compliance with national labelling and advertising
regulations, the Advertising Regulatory Board (ARB)
code, and the 2008 South African Marketing to
Children Pledge, as well as our Eat Well Live Well
(EWLW) nutritional standards. It governs all marketing,
advertising and labelling strategies and materials,
including packaging design, digital and social media,
point-of-sale promotions, and third-party agency work.
Our targeting focuses on adults aged 13 and older.
Marketing to Children Pledge 2008
We are a signatory to the 2008 South African
Marketing to Children Pledge, initiated by the
Consumer Goods Council of South Africa
(CGCSA) and incorporated into the ARB's
advertising code in 2018. This commitment
obliges us to uphold responsible marketing and
advertising principles for children aged 12 and
under, focusing on the promotion of healthy food
and lifestyle choices directly to this age group.
The pledge stipulates restrictions on advertising and marketing to children in the following areas:
The nature of the products and core messaging of television adverts
The use of well-loved celebrities or fictional characters for product endorsement
The nature of products used in marketing promotions
The nature of products marketed or advertised at or near pre-school and primary school premises
Our responsible marketing principles
We are committed to ensuring that our marketing communications:
Are ethical and truthful
Are non-discriminatory
Encourage inclusion and diversity
Encourage a healthy balanced diet, active lifestyle and mental wellbeing
Encourage portion control and discourage excessive consumption of any food or drink
Do not harm or take advantage of children, nor undermine their parents' authority
Do not allow gender stereotyping or negative gender portrayal
Provide accurate nutritional information
Back-up any claims with scientific or testimonial evidence
Management
We ensure full compliance with industry and regulatory marketing
codes, including the voluntary marketing to children pledge. Our
responsible marketing principles and EWLW nutritional standards
are fully integrated across our marketing organisation, ensuring
that all marketing leaders and core teams are aligned with our
commitments and standards.
We manage labelling, marketing and advertising practices through
standard operating procedures that cover everything from product
formulations to packaging design and advertising. Before approval,
our nutrition, regulatory and legal teams review all product
information, artwork, marketing materials and advertisements.
For campaigns involving third-party agencies, all relevant policies
and guidelines – including those related to responsible marketing
to children – are shared at contract signing. Final sign-off on all
creative material rests with our internal brand teams. Complaints
regarding our product adverts are addressed as needed through
the Advertising Regulatory Board (ARB).
Performance
In 2024, no complaints were lodged against our product adverts
with the ARB regarding health and nutrition or marketing to
children.
Critical anchors
Responsible marketing
Our goal is to always label, market and advertise our products in an ethical and socially responsible manner, in line with our corporate values and sustainability strategy.
Approach
Our key policy
We practise responsible marketing, advertising and labelling in line with our code of ethics and to help consumers make healthier food choices (see here). Our responsible marketing policy ensures full compliance with national labelling and advertising regulations, the Advertising Regulatory Board (ARB) code, and the 2008 South African Marketing to Children Pledge, as well as our Eat Well Live Well (EWLW) nutritional standards. It governs all marketing, advertising and labelling strategies and materials, including packaging design, digital and social media, point-of-sale promotions, and third-party agency work. Our targeting focuses on adults aged 13 and older.
Marketing to Children Pledge 2008
We are a signatory to the 2008 South African Marketing to Children Pledge, initiated by the Consumer Goods Council of South Africa (CGCSA) and incorporated into the ARB's advertising code in 2018. This commitment obliges us to uphold responsible marketing and advertising principles for children aged 12 and under, focusing on the promotion of healthy food and lifestyle choices directly to this age group.
The pledge stipulates restrictions on advertising and marketing to children in the following areas:
Our responsible marketing principles
We are committed to ensuring that our marketing communications:
Management
We ensure full compliance with industry and regulatory marketing codes, including the voluntary marketing to children pledge. Our responsible marketing principles and EWLW nutritional standards are fully integrated across our marketing organisation, ensuring that all marketing leaders and core teams are aligned with our commitments and standards.
We manage labelling, marketing and advertising practices through standard operating procedures that cover everything from product formulations to packaging design and advertising. Before approval, our nutrition, regulatory and legal teams review all product information, artwork, marketing materials and advertisements. For campaigns involving third-party agencies, all relevant policies and guidelines – including those related to responsible marketing to children – are shared at contract signing. Final sign-off on all creative material rests with our internal brand teams. Complaints regarding our product adverts are addressed as needed through the Advertising Regulatory Board (ARB).
Performance
In 2024, no complaints were lodged against our product adverts with the ARB regarding health and nutrition or marketing to children.