Researchers explain why 10-second micro ads outperform longer spots
Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.
BUSINESS STRATEGY
Tiger now has less of a sweet tooth as it sells Beacon chocolate brand
By our African Marketing Confederation News Team | 2026
Local FMCG giant Tiger Brands it is selling Beacon chocolates but retaining several other sweet and sugar confectionary brands.
Tiger Brands, the South African-based FMCG company that operates in various parts of Africa, has confirmed that it is selling its long-standing Beacon chocolate brand to an unnamed buyer.
Beacon was founded in the city of Durban in 1931. Tiger Brands bought a 50% stake in the business in 1990 and attained total control of the Beacon brand in 1998.
The Beacon deal includes the sale of associated chocolate-making equipment. But Tiger has not included other sweet products in the sale and retains control of individual snacks brands that currently sit under the Beacon umbrella. These are TV Bar, Nosh, Wonder Bar, Black Cat chocolate, Jelly Tots chocolate, and Jungle energy bar.
Photo: Duygu Kamar from Pexels
Tiger Brands also retains its sugar confectionery business, keeping brands such as Jelly Tots, Maynards Wine Gums, Fizzer, Marshmallows and Liquorice All Sorts.
“In effect, this is a divestment from chocolate manufacturing and the lower-margin Beacon brand,” comments Trend Type, the emerging markets consultancy.
Beacon brand has been underperforming
“The chocolate business has been underperforming for some time. In June 2025, CEO Tjaart Kruger said Tiger Brands had not upgraded its chocolate-making equipment in over 30 years and that the investment needed to modernise was too costly to justify.”
Beacon has been facing stiff competition in the South African chocolate market from the likes of Cadbury and Lindt, as well as a growing number of private-label brands.
The decision to sell Beacon aligns with Tiger Brands’ sale of its Cameroonian-based chocolate business, called Chococam.
Tiger announced the sale of Beacon during the release of financial results for the six months ended 31 March 2026.
Among other things, the company noted that: “The ripple effects of geopolitical uncertainty are expected to be felt more acutely in the second half [of the year], not only impacting the supply chain, but also consumer disposable income.”
Competition continues to grow in the Moroccan supermarket sector
Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.
Study identifies harmful paradox behind well-meaning green efforts
Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.
President Mahama commissions expanded evaporated milk facility in Ghana
Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.
Momentum beginning to build for 2027 ACCS gathering in Addis Ababa
Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.
PwC report examines the future of African entertainment and media
Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.