• Financial highlights
• Clover at a glance
• Our vision, mission, strategy and building blocks for the future
• Group structure
• Value chain
• Our shares and shareholder information
• Directorate and management
• Our brands
• Case study

Our brands

Clover Fresh Milk

Clover milk undergoes 55 quality tests, is hygienically treated throughout production and is kept below 4°C to ensure excellent quality and freshness. Our milk is sourced from 270 specially selected farms − from producers who have certified that they don’t use rBST growth hormones to produce milk.

Clover is the market leader in fresh milk. In order to maintain our number one position and reinforce our leadership, Clover focuses on innovation – providing consumers with solutions that make their lives Way Better. This has been done through the introduction of The One (1% low fat milk) that gives consumers a healthy fresh milk option, with the same great taste as our 2% low fat milk. Clover is the only company to offer this milk to consumers. Clover has also invested heavily in technology that will enable us to extend the shelf life of our core range of fresh milk to 18 days in Inland and KZN regions.

We have done this by using bactofugation technology – a process of spinning the milk to remove more pathogens than pasteurisation alone, maintaining the cold chain below 4°C and using clean-fill technology when packing our milk. Clover has also invested in steam injection technology in order to launch an additional extended shelf life milk range, which will last for 30 days, unopened and refrigerated, from when it’s packed. Clover will also continue to drive positive growth of niche products, such as Mmmilk through tactical below the line activities, and to compete regionally in the marketplace.

Clover UHT Milk

The quality and goodness of Clover UHT Milk is kept fresh for longer due to the UHT (ultra high temperature) process and special packaging that allows the product to be stored for a period of nine months without refrigeration.

Clover recognises the importance of driving innovation in this highly commoditised segment in order to differentiate our products and offer consumers unique benefits. In this regard, Clover has recently launched their new UHT milk packaging. Designed with improved functionality in mind, the new UHT milk pack will offer enhanced opening, pourability and resealability features making it Way Better to handle than the previous pack. The unique and elegant shape is simpler to hold and it weighs less than our current UHT milk packaging. The larger cap is more comfortable to grip, cuts an inner foil seal as you twist it and tucks the foil neatly under the lid, negating the need for a ring pull opening. The seal is also tamper proof and features a tamper proof evidence ring. With a 30% larger pouring area, less gulping occurs allowing for smoother product flow. In short, Clover’s new packaging is easy to open, easy to pour and easy to store.

Ultra Mel Milk

The quality and goodness of Ultra Mel UHT Milk is kept fresh for longer due to the UHT (ultra high temperature) process and special packaging that allows the product to be stored for a period of nine months without refrigeration.

Clover Mmmilk

Clover has added vanilla extracts to their full cream milk in order for consumers to indulge in its delicious smoothness while reaping all the benefits of milk.

The product strives to drive consumption of milk and can be used on its own, hot or cold, at any time of the day.

 

 

Clover Feta Cheese

Clover Feta Cheese is the second largest player in the market on a 12 moving months’ basis, and competes for the number one position on a month-by-month basis. Clover’s aim is to become the number one player on the feta cheese market on a 12 moving months’ basis.

In this extremely price sensitive market, Clover recognises that it is important to ensure pricing is right. Further to this, Clover promotes feta below the line to drive growth. Consumers perceive feta to be a product for summer salads and thus it is seasonal. In order to drive consumption on feta, Clover drives sales in winter by providing consumers with delicious winter recipes. In doing so, Clover also hopes to change the perception of feta being a summer salad product to rather being a product to use in cooking all year round.

Clover Pre-packed Cheese

For over 100 years, Clover cheeses have been making mealtimes more delicious. This is because they are made according to the highest quality standards, with care and dedication. Clover is the market leader in the pre-packed cheese segment. We have done this by recognising that taste and quality is important to consumers when purchasing cheese. As a result, Clover has developed a reason-to-believe for our cheese, which will be communicated through the line: Clover uses 10 litres milk to make 1 kilogram cheese.

Larger pack sizes and value-for-money offerings have also become increasingly important to consumers. Following the highly successful launch of the Clover 450g family pack, Clover has recently launched an 800g pack, which is proving to add incremental sales and market share to the portfolio, while also adding to Clover’s shelf space and shelf impression in store.

Elite cheese

Elite cheese is the third largest player in the prepacked cheese market. Elite cheese undergoes a 30 point grading system and is the only pre-packed cheese in the market in resealable packaging. Elite Gouda is the only gouda in South Africa that is made in the traditional way. Clover will communicate these benefits using below the line communication to remind consumers of what makes Elite “elite”.

 

Sacca

Sacca cheese enjoys great heritage as it has been available since 1914. It is ideal for everyday use on sandwiches, snacks and for cooking purposes. It is available in cheddar and gouda variants.

 

Milk powder

Elite instant skimmed milk powder produced by Clover is manufactured by concentrating and spray drying skimmed bovine milk. We are currently supporting rhino charities with our skimmed milk powder where it is used as food for baby rhinos that have been orphaned due to poaching.

 

Berg

Berg cheese is processed cheese that is manufactured using cheese and other essential ingredients by melting them together into a homogenous mass in a cooker. Offcuts from our pre-packed cheese are used in making Berg cheese.

Clover Cream

Clover Cream is a force in the market with continued market leadership year-on-year.

Clover Cream is available in attractive and innovative packaging, giving it stand out presence on shelf.

In order to grow even more, we are now including recipes on our cream packs. This will inspire consumers to use cream in their everyday cooking and help differentiate Clover Cream.

Clover Condensed Milk

Clover Condensed Milk continues to show strong growth.

Clover Condensed milk helps bring confectionary to life and is available in an easy to open tin.

 

Butter and butter spreads

Butter:

Clover is the largest manufacturer of butter in the country. We are the market leader, with such well-known brands as Clover Mooi River salted butter and Clover Springbok unsalted butter. Mooi River and Springbok will be creating an even stronger impression on shelf with a packaging upgrade to foil.

Butter spread:

Clover Butro is trusted by consumers countrywide for the quality and taste. We are continuing to improve the quality of Butro by relaunching it with improved spreadability (straight from the fridge) in exciting new packaging.

 

 

Awards for the Milky Way Way Better campaign

1. Best animated TV in INFOCOM EME Awards 2011 (India)

• International Competition for Excellence in Media and Entertainment (EME Awards) to recognise the highest talent in Animation and VFX.

2. First place (a golden statuette) in 2011 Mobius Awards

• Mobius Awards is one of the world’s oldest independent international advertising competitions. It was established in 1971 in Chicago. Entries come from professionals in more than 25 countries and are judged throughout the world by international panels.

3. Merit at the One Show awards

• The One Show, the premiere international advertising award show, sets the industry standard for creative advertising in print, television, radio, outdoor, innovative marketing, integrated branding and branded content. Each year, work is judged by an international jury of award-winning art directors, copywriters and creative directors.

4. Finalist for CLIO

• CLIO Awards, one of the world’s most recognised awards competitions honouring excellence in advertising, design and communications. The international competition received over 11 000 submissions from countries as far-reaching as Vietnam, Brazil and Saudi Arabia.

Tropika

• Launched new 200 ml pouch successfully.
• Launched new 1,5 lt take-home bottle successfully.
• Continued with successful Island of Treasure consumer campaign.

Other achievements

• Rated second in Sunday Times Top Brands survey in the Fruit-based category.
• Rated sixth in both the Favourite Dairy Drink and Favourite Cold Drink categories in the Generation Next survey.

 

Clover Krush

2 lt Krush Elopak launch.

Awards:

Diamond Arrow PMR Award for the Most Successful Product Launch in the past 12 months.

Other achievements:

Rated first in the Fruit-based Drink in Sunday Times Top Brands 2012 survey.

 

Super M

• Launched new 200 ml Super M mini and 1 lt Super M value pack successfully, resulting in achieving a record 35,3% annual market share.
• Year-on-year volume growth of 53,8%
• Implemented successful Parlotones consumer campaign.
• Achievements: Rated seventh favourite brand in the Generation Next survey in the Dairy drinks category.

Aquartz

• Launched new Enjoy advertising campaign successfully, focusing on billboards.
• Launched new Mango flavour.
• Launched 1,5 lt take-home range successfully.

 

 

 

Manhattan Ice Tea

• Improved formulation and profitability with 5,6 % volume growth.

 

 

 

Capri-Sun

• Implemented successful Oktoberfest sales incentive.
• Implemented Save-our-Planet campaign in schools.
• Relaunched new 8-pack successfully.