SIG and Pioneer Foods launch the first combismile in the MEA region
SIG Combibloc Obeikan and Pioneer Foods, one of the largest South African producers and distributors of a range of branded food and beverage products, announced today the launch of the first combismile carton pack in the Middle East and Africa region. The packaging innovation combismile offers Pioneer Foods the potential to access new market opportunities, fuel a wide demographic with on-the-go consumers and offer premium product differentiation across their portfolio.
SIG has developed combismile, a packaging solution for on-the-go consumption that offers volume and design flexibility as well as the drinksplus option that gives an additional health and nutritional value to beverages by adding fruit or vegetable particulates. With its curved, modern shape and easy-grip corners, it allows for convenient consumption from the pack with a single-action closure that is leak-proof and tamper evident. Furthermore, combismile is created using only paperboard made of pulp from trees from FSCTM-certified, responsibly managed forests and other controlled sources. It is proven to be among the most environmentally-friendly packaging solutions.
Abdelghany Eladib, Chief Operating Officer, SIG Combibloc Obeikan: “Today's announcement marks an exciting milestone for our partnership with Pioneer Foods. Together, we create more innovative, sustainable and differentiated products to bring quality food and beverages to the market. The region’s population is undergoing a major shift in demographics and a rapid urbanization. Consumer spending in Africa is projected to reach $2.1 trillion by 2025. These strong structural fundamentals are driving consumer demand in the food and beverages sector. On the go consumption is the new trend in the ever-changing fast consumer lifestyles. The differentiation, the volume and product flexibility of the combismile pack makes it an attractive solution for our partner to respond to regional market needs.”
Pioneer Foods continues to upgrade its robust, locally relevant product portfolio with strong positions in cereals, juices, and other African nutritional food staples, including well-known, scaled brands like Weet-Bix, Liqui-Fruit, Ceres, Sasko, Safari, Spekko, and White Star. The company also exports to several African countries and has joint ventures in Namibia, Botswana, Kenya and Nigeria. It also operates a breakfast cereal business in the UK.
Tertius Carstens, CEO of Pioneer Foods, said: “SIG has been an integral partner in bringing this innovative product to the market in the MEA region. As we look to accelerate our growth and expand by boosting our go-to-market capabilities and portfolio, combismile represents a differentiated product allowing us to greater scale our offerings in Africa.”