ROUTE TO MARKET

Tiger Brands pushes bread-on-the-streets strategy for Albany brand

By our African Marketing Confederation News Team | 2026

Initiative allows the Albany bread brand to ensure product accessibility and expand its route to market in a highly competitive environment.

South African-based FMCG company Tiger Brands recently launched Albany Bread-On-The-Streets (BOTS), a business model that aims to create at least 3,000 entrepreneurial opportunities amongst the country’s unemployed within the next year. 

 

At the same time, the expectation is that it will increase the company’s ability to compete in a highly competitive local bread market.  

 

“BOTS are branded mobile bread stands located in high-footfall areas such as taxi ranks and bus stations, bringing Albany bread closer to consumers, improving availability and ensuring freshness,” Tiger Brands says in a statement posted on social media. 

Market vendor in a red albany apron stands beside a wheeled display rack of albany dairy products under red and blue umbrellas

Photo: Tiger Brands

Already, more than 800 BOTS stands are being operated by entrepreneurs across the country. 

 

About more than selling additional loaves 

 

“While implementing innovative ways to expand our route-to-market, BOTS is about more than selling additional loaves of fresh bread. It is an opportunity for people to earn an income in an economy where millions under the age of 35 are unemployed,” Tiger Brands comments. 

 

“In addition, they gain practical sales and business experience and build greater economic independence.” 

 

Quinton Swart, MD of Tiger Brands’ bakeries division, is quoted by Times Live newspaper as saying that the BOTS initiative allows Albany to ensure product accessibility and expand its route to market. 

 

“BOTS is the Tiger Brands purpose realised – to cultivate and nourish more lives every day and every tomorrow. We will continue bringing this to life by creating more opportunities for young people to build sustainable livelihoods, while enabling them to play an active role in growing our business alongside us,” the company says in its statement.

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