New Product Launch
Mealie-meal is a relatively coarse flour (much coarser than cornflour or cornstarch) made from maize (called mielies or mealies). It is a food that was originally eaten by the Voortrekkers during The Great Trek, but has become the staple diet of Black Africans, because of its ability to be stored without refrigeration, it is cheap and abundant in all shops and markets. It is a staple food in South Africa, Lesotho, Zambia, Zimbabwe, Malawi, Botswana and many other parts of sub-Saharan Africa, traditionally made into uphuthu, sour-milk porridge, pap, and also Umqombothi (a type of beer).
This brand is a strong favourite of the lower income brackets of Africa. The packaging is in a Kraft bag, which has substantial print limitations, in a market which is driven by appetite appeal. The number of colours was limiting and the solution in part was in the brand extension into other categories, and print and plate making outside of Africa.