New era for one of South Africa’s most iconic brands

Nestlé’s coffee creamer business, Cremora, has gained approval to be sold off to Lactalis South Africa, starting a new era for the iconic brand.

The Competition Commission has approved the acquisition, which will see the Cremora business, employees, and production facilities move into the Lactalis stable.

Cremora is a popular creamer brand that has been a staple in South African households for 77 years, famously known through its adverts and the hook, “It’s not inside, it’s on top”.

Lactalis SA is home to some of South Africa’s most popular dairy product brands, including President, Parmalat, Melrose, and Steri Stumpie.

The company is part of the Lactalis Grou, which was founded in 1933 by André Besnier in Laval in the west of France.

The group’s origins are in a small dairy co-operative called Boesmans River in 1928. Over the decades, this grew to include iconic staples, including Simonsberg, Melrose, United Dairies and Cape Dairies.

These brands were acquired by Parmalat between 1998 and 2003.

Lactalis Group acquired a majority share in Parmalat in 2011. In 2020, the company officially rebranded and became Lactalis South Africa.

General Manager of Lactalis SA, Herman Janse van Rensburg said the cquisition aligns with the company’s strategy to broaden its product range to cater to local consumer preferences.

He said that Lactalis’s legacy, together with the experience of Cremora employees, will contribute to Cremora’s long-term success.

“We will continue to build on Cremora’s rich heritage together as we integrate the business into Lactalis SA to ensure seamless continuity for employees, suppliers, distributors, and consumers,” he said.