THE MARKET being voted in at number two in the Foods continued to this day by Tongaat Hulett. There’s no denying that South Africans love their Category (food kept on shelf/in pantry) In 1996, Tongaat Hulett broadened sugar. With local sugar consumption topping 1.5 • The ISO 9001:2000 rating is critical to the its range of both products and services when it million tons annually, sugar continues to play a future growth of the brand, signalling high purchased Cape Sweeteners from CPC Tongaat central role in our everyday lives, and the sugar quality standards and world-class health, Foods. The acquisition enabled Huletts to offer that South Africans choose is Huletts - South safety and environmental procedures a broad range of nutritive and non-nutritive Africa’s oldest and best-loved sugar brand. • Tongaat Hulett is the only local manufacturer sweeteners. Today, Huletts offers a total Having been around since 1882, Huletts is of vending sugar and the largest producer of sweetening solution under one, trusted brand undeniably part of the fabric of South African sugar sachets in name. life. The red, white and blue of Huletts is instantly • In 2004, Huletts received the New Product recognisable and represents the rich heritage of the Development Award for the most innovative THE PRODUCT brand within South African homes. product and appropriate packaging for its The current Huletts offering includes a range of In today’s tough economic climate, consumers groundbreaking SUGAlite product - a low GI retail, speciality, catering and industrial sugar want to be confident that they are getting good sugar replacement for home baking products: value for their money. The longstanding quality • Retail pre-packs: The core range comprises and consistency of the Huletts name, along with HISTORY white and brown sugar. With a smaller, whiter its position as South Africa’s No. 1 sugar brand, While South Africa’s favourite sugar brand has and consistent grain, Huletts white sugar is gives consumers this assurance. a proud heritage, its beginnings were rather prized for delivering pure, instant sweetness. The market that Huletts is operating in has humble. As the products that made Huletts famous, become increasingly sophisticated, with a number It all began in 1857, when the young James Huletts white and brown sugar remains the of category players extending into added value Liege Hulett, just short of his nineteenth birthday, embodiment of the brand and a representation product offerings and formats. Huletts remains set sail from England in search of his fortune. of the strong heritage that Huletts carries at the head of the pack, leveraging its expertise in With only high hopes and a fiver in his pocket, • Retail speciality : The retail speciality launching top quality products across a full range he had no way of knowing that he was destined sugars range includes Huletts icing and castor of sweetening categories. Huletts’ new launches to found a sugar empire that would still carry his sugars; Huletts treacle, yellow and caramel are a modern day and relevant expression of the name more than a century later. sugars; rainbow-coloured sugar crystals; brand, demonstrating a commitment to providing In 1907, the older, possibly wiser, James white and brown sugar cubes; and Huletts the great sweetness of Huletts in formats that suit Hulett founded the Amatikulu Sugar Mill, golden, strawberry flavoured, chocolate, and the consumer’s needs and lifestyle. crushing some 7,000 tons of cane in its first bubblegum flavoured syrups. These products Huletts is an authentically South African season. In 1910, a large central refinery was carry the same delicious taste as Huletts sugar brand, with all of its products being locally established in to process raw sugar from in formats that are designed to fulfil specific produced and is committed to local development mills besides Hulett’s own. needs and rituals in the consumer’s life and job creation. From small beginnings, the Huletts empire • Non-nutritive sweetener range: Huletts grew to become a powerful feature of the South SUGAlite and Huletts EquiSweet are ACHIEVEMENTS African economic manufactured to the same high standards South Africa’s favourite sugar brand has received landscape. Sugar has of taste and quality that Huletts customers numerous accolades and boasts a growing list of been manufactured expect. Huletts EquiSweet is the only range impressive credentials: under the brand of locally manufactured sweeteners in South • Huletts has consistently name Huletts since Africa. Huletts EquiSweet Classic and Huletts improved its performance in 1892, embodying EquiSweet with Sucralose are low kilojoule, the Sunday Times/Markinor over a century of diabetic- and slimmer-friendly sweeteners Brands & Branding Survey, experience that is available in both a sachet and a tablet format. Both are ideal for use in tea or coffee, and the sachets can also be sprinkled over fruit, yoghurt and cereal. Huletts EquiSweet with Sucralose offers consumers an free alternative with the same great taste. Huletts SUGAlite is a sugar replacement for home baking, which lowers the glycemic index and fat content of the baked product whilst producing all the same qualities as sugar in the baking process, including browning

HULETTS.indd 2 7/3/10 16:00:43 • An extended Huletts EquiSweet communication that caters to all South Africans. product range, including the new Huletts Despite being a big brand, Huletts is still in touch EquiSweet with Sucralose variant with the everyday needs and requirements of its consumers in the context of modern living. Hulett’s PROMOTION connectedness to the people of South Africa is Huletts uses a variety of channels to evident in the letters received from its customers communicate with consumers: on a regular basis. Huletts has dedicated itself to Advertising for the pre-pack market producing top quality sugar for over a century and includes most broadcast and outdoor a quarter. This expertise allows Huletts to provide media, including radio, billboards and the same great taste that consumers have come to external taxi advertising. expect in a variety of sweetening formats. Huletts added-value ranges are promoted mainly through advertisements and advertorials in female-interest and crumb texture. It is endorsed by the GI magazines, with whom Huletts has formed Foundation and the Diabetic Association of good relationships. South Africa. Promotions include in-store offerings, • Industrial speciality sugars: These value- product sampling, on-pack promotions and the added sugars comprise a wide range of both sponsorship of various events; the latest being the dry and liquid speciality sugars: ‘O Tea Party’ which gave the Huletts speciality • Dry-screened and milled industrial sugars sugars range a chance to shine. include white and brown sugar varieties Huletts also supports a number of social • Liquid speciality sugars include invert responsibility initiatives, including the sugars, caramels, treacles, liquid sugar sponsorship of branded portable lap desks for use and liquid by schoolchildren in underprivileged schools. • The catering range includes white and brown In the Industrial Speciality category, sugar pillow pack and tube sachets, and a traditional advertising and relationship diabetic-friendly range of Huletts EquiSweet marketing activities are used to promote the Classic and Huletts EquiSweet with Sucralose brand. Print advertisements run in trade and tube sachets. The Huletts Combo Box offers technical publications directed at the food and white sugar, brown sugar and EquiSweet allied industries. The motivational quotes printed Classic tubes in one carton on the reverse panel of the Huletts white and The industrial speciality category includes brown sugar pillow pack sachets have helped sweeteners that service the food, catering, baking, to build the strong emotional value consumers confectionery, pharmaceutical and beverage place on the Huletts brand. People in restaurants industries. This category offers sweetening are often observed getting a daily dose of Huletts THINGS YOU DIDN’T KNOW ABOUT solutions to the industrial user, with the benefit inspiration. HULETTS of technical support. The growing South African economy has created an increasing demand BRAND VALUES for the industrial speciality sugars that Huletts Huletts is a quality, authentic, and approachable m In 2007, Hulett Aluminium unbundled offers. brand that is dedicated to adding value to consumers’ from the Tongaat Hulett Group and the lives through relevant and responsible products and group was renamed Tongaat Hulett RECENT DEVELOPMENTS Huletts is committed to adding m Tongaat Hulett sugar has been value to its consumers’ lives through manufactured under the brand name insight-driven innovation. This Huletts since 1892 - over a century of is epitomized in its new product quality and excellence launches and current dedication to packaging optimization. Huletts’ m Tongaat Hulett is an acknowledged world new packaging will not only bring leader in sugar technology each range in line with the strength of Huletts mother brand visually, m Tongaat Hulett has interests in , but will also offer the consumer and Swaziland practical and innovative formats that optimize their experience of m Huletts was the first brand to manufacture the brand. a sugar-based liquid fructose in South Africa Some examples of recent activity include: m Huletts was the first brand in South Africa • The new Huletts white and to produce a low GI sugar replacement brown sugar cubes and for home baking that reproduces the coloured crystals packaging in qualities that sugar brings to baking convenient and stylish Perspex containers. Refill packs are m Huletts was the first brand to produce a also available low kilojoule sweetener in a tube sachet • The new Huletts syrups format packaging, including new bottles and colour-coded caps m Huletts is the only South African producer • The addition of two new flavours of both nutritive and non-nutritive (chocolate and bubblegum) to sweeteners the Huletts syrups range

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