The brand will retain its colour use, but has introduced a new 'wave' into the iconography, which signals a greeting and familiarity with consumers. The Proudly South African logo will now also be included on all packs, stressing the legacy of the sugar brand and its official partnership status with Proudly South African.

Tongaat Hulett's CEO Gavin Hudson says that the new branding would begin on white and brown sugar packs and find expression into other categories in due course.

"Ours is one of the most powerful and recognisable consumer brands in the country, and we felt it was time that we refreshed and modernised our look," says Hudson. "Our corporate brand has also recently introduced a new corporate logo, which brings us closer to our sugar brand, and more importantly, the company itself has had a major structural makeover to position itself for a sustainable future." 

"We are delighted that this new look will be introduced from the middle of next month. The new look will enable our products to stand out on shelf and communicate a fresh look for our consumers," concludes Hudson.

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