Decades of manufacturing dairy for all South Africans

With a well-known radio jingle, “have a ding dong day” and its trademark cow, DairyBelle introduced its bright orange brand to the world and has become a mainstay in the dairy product arena in South Africa. Originally the company was founded as SA Cold Storage in Cape Town which turned into Imperial Cold Storage and finally DairyBelle in the 19th century. Today, the brand is one of the biggest dairy brands in South Africa.

Today, the company puts a sizeable emphasis on its employees and is proud of the culture it is cultivating. Kim Snyman, Senior Marketing Manager, says, “We are building a culture that is down to earth, team orientated and a culture that empowers people to make decisions and take accountability.”

DairyBelle—the brand—has been somewhat quiet in recent years, but following a recent brand relaunch, it is geared to tackle this highly competitive market with renewed energy.

DairyBelle products and brands

DairyBelle’s product range includes a vast selection of dairy and juice products. “We manufacture a wide range of products including milk, UHT milk, fresh fruit juice, yoghurt,  soft cheeses, hard cheese and processed cheeses,” says Snyman.

Underneath the DairyBelle master brand and logo there are various recognized ‘sub-brands’ that offer a unique proposition or serve a particular target market. To date, DairyBelle is the No. 2 recognized dairy brand in South Africa and has a number of sub brands including DairyBelle Fruits of the Forest yoghurt, DairyBelle Bliss yoghurt, DairyBelle Rainbow for kids, DairyBelle InShape for the health conscious, cottage cheese and feta, DairyBelle Real juice, DairyBelle Fiesta juice, DairyBelle Easy processed cheese  and DairyBelle Striker maas.

Currently, DairyBelle has a national footprint in South Africa and has strong presence in the big-name grocers like Pick ‘n Pay, Shoprite and Spar.

Branding revamp

In 2010 the DairyBelle brand underwent a massive revamp of its overall positioning, packaging and logo design as well as reconceptualized and organized its various brands for consistency and focus. Snyman says, “We conducted extensive research on the brand and found that DairyBelle has substantial equity, which we’ve retained over the years, however through the research recognized the need to revitalise the brand, the packaging and the portfolio–to make it more relevant and modern.”

With goals of creating a more contemporary aesthetic, DairyBelle refreshed its logo, revitalized its packaging, consolidated its portfolio and introduced some innovation at the same time.

“Our refreshed positioning is to ensure that we are a mainstay in today’s generation. DairyBelle has been around for 50 years and we need to ensure the children of today and tomorrow grow up with our products” says Snyman.

Company goals

Ongoing commitment to supporting DairyBelle and innovation is a key goal of DairyBelle. Snyman says, “Keeping the brand fresh and relevant and trying to meet the changing needs of our consumers is a focus for us.”

DairyBelle prides itself on being a proudly South African company with a down to earth business approach. “We want to be seen as a brand for everyone in South Africa, where there is something for all. We are an authentic and warm or cheerful brand and we believe the future is bright,” adds Snyman.

www.dairybelle.co.za

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