03 Apr 2025 Sale of iconic Cremora approved
The Competition Commission has approved Lactalis South Africa’s acquisition of Cremora, one of the country’s most iconic brands, a move announced last September.
Lactalis South Africa, the local division of the French multinational dairy company Lactalis, produces several well-known dairy products such as President, Parmalat, Melrose, and Steri Stumpie.
On April 2, the company confirmed that the Competition Commission had authorised its purchase of Nestlé’s Cremora business. This acquisition encompasses the brand’s employees and production facilities located in Babelegi, Gauteng, and Potchefstroom, North West.
Cremora, a beloved coffee creamer, has been a fixture in South African homes for 77 years and has been intertwined with the country’s coffee culture since its introduction in 1961.
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In 1993, Nestlé South Africa acquired Bordern, the original producer of Cremora and Klim, from Borden Foods Corporation (Ohio). Five years later, Nestlé fully acquired Borden and established the Babelegi factory. The factory, which produces cereal, noodles, and Cremora, has grown significantly and by 2016, it was manufacturing 130 tons of Cremora daily.
Cremora became a household name through a series of successful marketing campaigns, including the famous slogan, “It’s not inside, it’s on top.” The brand is now a staple, with one in five coffee drinkers in South Africa reportedly using Cremora.
Herman Janse van Rensburg, General Manager of Lactalis SA, expressed that the acquisition aligns with the company’s strategy to expand its product range in response to local consumer preferences. He added that the expertise of Cremora’s employees, along with Lactalis’ heritage, would help ensure the brand’s continued success.
“We are thrilled to welcome our new colleagues into the Lactalis South Africa family,” said Janse van Rensburg. “Together, we will build upon Cremora’s rich history as we integrate it into our operations, ensuring smooth continuity for employees, suppliers, distributors, and consumers.”
Source: DailyInvestor