Building a legendary brand in South Africa is a formidable challenge, similar to cramming a several sheep into a Volkswagen Citi Golf, yet witnessing a single family successfully launch multiple iconic brands, such as Simba Chips and Ouma Rusks, is truly inspiring.
In a country that treats snack time like a sacred braai ceremony, Simba Chips have become the beloved go-to munchie snack for the stoned citizens (and all the rest) of South Africa. Those classic Salt and Vinegar and bold Chutney flavors are basically the culinary equivalent to winning the Rugby World Cup, again!
The chip saga traces back to the Greyvensteyn family, who clearly weren’t daunted by the Great Depression—if anything, they seemed more focused on making sure the world had the perfect crunch!
How Simba Became A Chippie
To support struggling families in the Eastern Cape, a local dominee decided to offer the women in his congregation half a crown (30 British pennies) to start small businesses – because nothing says “entrepreneurship” like a little cash and a nudge toward baking!
One bold lady, Elizabeth Ann Greyvensteyn, took the challenge to heart in 1939 and began whipping up her family’s secret buttermilk rusks, selling them at church bazaars and community events. The demand for her rusks quickly outpaced her supply, leading to the successful story of Ouma Rusks.
In 1952, Ouma Greyvensteyn made the bold decision to send her family abroad, embarking on an adventure to explore the world of baked goods. They attended food fairs with the fervor of hungry tourists, which is how Leon, her eldest son, stumbled upon the tasty treasure known as “potato crisp” in Germany.
In a delightful twist of fate, Leon met Herman Lay, the chip czar of America. After a whirlwind trip to the U.S. where he witnessed the magic of Lay’s potato chip factory, Leon returned to South Africa ready to revolutionize snack time—because what’s better than a bag of fried and dried potato chips?!
The Story Behind the Simba Name
After a heated debate that likely involved more roars and potato snacks than actual logic, the name ‘Simba Chippie’ was crowned the winner. You see, ‘Simba’ means ‘Lion’ in Swahili, and who could resist a lion in their corner, especially if it brought snacks?
Fast forward to 1957, and South Africans were blessed not only with the discovery of the Simba Chippie but also with Simba the Lion—who, between his charisma and the catchphrase “Roarrrs with flavour,” was basically the celebrity of the snack world.
Meanwhile, crinkle your nose at the reality in Europe and the US, where crisps were as wild as a hand-salted potato—no flair whatsoever! But the Greyvensteyn family believed it was time for a chip revolution, introducing groundbreaking flavours like Cheese & Onion, Tomato Sauce, and Salt & Vinegar, because why should a lion have all the fun?
Driven by his passion for the business, Leon swiftly transformed the brand into a thriving national operation. He innovated with a spicy mayonnaise product named Salannaise and expanded the lineup to include peanuts and additional chip flavors. The response was overwhelmingly positive; soon, the original factory in Isando was churning out tens of thousands of chip packets, utilizing tons of locally sourced potatoes, while establishing an efficient distribution network to ensure smooth delivery to stores.
Leon’s success prompted his departure from the company at its pinnacle, as he succumbed to pressure from his father and younger brother, Andre, who were eager to seize control, ultimately leading to Leon selling the business.
The Future of Simba Chips
In 1999, PepsiCo acquired Simba for $100 million. Apart from Simba, PepsiCo’s brands in South Africa include White Star, SASKO, Liqui Fruit, Bokomo, Weet-Bix and Lay’s.
The company currently employs approximately 12,000 South Africans across multiple sites, including three corporate offices, over 40 production facilities, and approximately 70 distribution and warehouse facilities.
Roaring Flavours Of Simba
In 2013, Simba Chips broke away from traditional flavours by launching a new range tailored to South African tastes, starting with the Steers Monkeygland Sauce. Following this success, they introduced flavours like chilli biltong, Mrs Balls Chutney, smoked beef, and Mexican chilli.
While Simba chutney chips thrived, the “Choose me or lose me” campaign in 2021 led to the removal of the less popular tomato flavour. Today, flavours like Mrs Balls Chutney, tomato and onion, and beef remain popular.
Now, the Simba brand boasts a wide array of successful products, consisting of Lays, Munchiez, Ghost Pops, NikNaks, Chipniks, Fritos and Doritos.
With a pioneering spirit that has endured for over six decades, the Greyvensteyn family’s legacy lives on in Simba Chips, a beloved South African icon that continues to delight with innovative flavors and adapt to the ever-changing tastes of consumers, bringing joy and flavour to countless moments in South African life.
This story highlights how a mix of faith, creativity, and community support can lead to remarkable success.
