South Africa Edition 2

In 1996, Tongaat Hulett Sugar broadened
its range of both products and services when it
purchased Cape Sweeteners from CPC Tongaat
Foods. The acquisition enabled Huletts to offer
a broad range of nutritive and non-nutritive
sweeteners. Today, Huletts offers a total
sweetening solution under one brand name.
THE PRODUCT
The extensive and growing Huletts product range
includes:
• Retail pre-packs: The core range comprises
white and brown sugar. Huletts white sugar is
available in various pack sizes, from 250g to
25kg packs. Huletts SunSweet brown sugar is
available in 500g, 1kg, 3kg,12.5kg and 25kg
pack sizes. Positioned as “Pure Sugar - Pure
Sweetness”, this category hosts the mother
brand and is the most recognisable pack in
the stable
• Retail speciality sugars: Presented in eyecatching
packs, the retail speciality sugar
range includes Huletts icing and castor
sugars; Huletts treacle, yellow and caramel
sugars; rainbow-coloured crystals and
cubes; and Huletts Golden and strawberryflavoured
syrups. The marketing positioning
for this category is “Pure Sweetness” as these
sweeteners are designed to enhance particular
applications and add value to the end-user’s
life
• Non-nutritive sweetener range: Huletts
SUGAlite and Huletts EquiSweet target
the diabetic, the slimmer and the healthconscious
consumer. These products are
manufactured to the same high standards
of taste and quality that Huletts’ customers
expect. Huletts EquiSweet is the only
locally manufactured sweetener in South
Afria. Huletts EquiSweet is a low-kilojoule,
diabetic-friendly sweetener ideal for use
in tea and coffee, or sprinkled over fruit,
yoghurt and cereal. Huletts SUGAlite
is a fat-free, low-GI sugar alternative
specifically formulated for baking, and
endorsed by the GI Foundation and the
Diabetic Association of South Africa.
• Industrial speciality sugars: These
value-add sugars comprise a wide range
of both dry and liquid speciality sugars,
namely:
• Dry-screened and milled industrial
sugars include white and brown
sugar varieties in 25kg packs
• Liquid speciality sugars include
invert sugars, caramels, treacles and
liquid sugar in 25kg, 35kg, 140kg, 275kg,
semi-bulk and bulk consignments
• The catering range includes sugar sachets
and a diabetic range of Huletts EquiSweet
and Huletts SUGAlit
The industrial speciality category includes
sweeteners that service the food, catering, baking,
confectionery, pharmaceutical and beverage
industries. This category is positioned as “Value
Added Solutions”, offering sweetening solutions
to the industrial user, with the benefit of technical
support. The demand for industrial speciality
sugar is driven by a derived demand linked to the
growth of the South African economy.
RECENT DEVELOPMENTS
Despite a prodigious product offering, Huletts
continues to demonstrate a keen commitment to
new product lines, pack sizes and social investment.
Some examples of recent activity include:
• The new and improved Huletts EquiSweet
tablet dispenser
• An extended Huletts EquiSweet sachet
product range
• A new pack size in the retail SunSweet Brown
Sugar range
• Sponsorship of branded portable lapdesks for
use by schoolchildren
PROMOTION
Huletts uses a variety of communication channels
to promote its products and “strengthen the reason
to believe.”
Above-the-line (ATL) advertising for
the pre-pack market includes most
broadcast and outdoor media,
which covers radio, billboards,
external taxi advertising and
audio billboards (mobiles).
Below-the-line (BTL)
activity comprises
advertisements in “club”
or loyalty magazines and
female-interest magazines
in various languages.
Promotions include in-store
offerings, product sampling,
on-pack promotions and
sponsorship of various
events.
The retail speciality
category uses both ATL and
BTL channels to promote usage.
TV campaigns typically target
female viewers at the upper end of the Living
Standards Measure.
In the Industrial Speciality category, BTL
and relationship marketing activities promote
the brand. Print advertisements run in trade and
technical publications directed at the food and
allied industries. The motivational quotations
printed on the reverse panel of the Huletts sachets
are also very successful, and many people in
restaurants are observed getting a daily dose of
Huletts inspiration.
BRAND VALUES
Huletts is a trustworthy, quality-focused, reliable,
innovative, fun and enriching brand. The Huletts
promise is one of “adding value to the consumer’s
daily life”. To deliver on this promise, Huletts
offers a quality product with consistent grain and
crystal size; technical support for the industrial
sugar user; speciality sugars to enhance baking and
entertaining; a sugar-free range for diabetics and
slimmers; and packaging that is modern, practical
and offers helpful serving suggestions.
THINGS YOU DIDN’T KNOW ABOUT
HULETTS
In 2007 Hulett Aluminium unbundled
from the Tongaat Hulett Group and the
Group was renamed Tongaat Hulett
Tongaat Hulett Sugar has been
manufacturing under the brand name
Huletts since 1892 - over a century of
quality and excellence!
Tongaat Hulett Sugar has interests in
Zimbabwe, Mozambique and Swaziland
Tongaat Hulett Sugar is an acknowledged
world leader in sugar technology
Huletts was first to produce and market a
brown icing sugar in South Africa
Huletts was the first brand to produce a
low kilojoule sweetener in a tube sachet
format
Huletts is the only South African producer
of both nutritive and non-nutritive
sweeteners