Dairy products

Milk

Clover is the market leader in Fresh Milk. In order to maintain our number one position and reinforce our leadership, Clover focuses on differentiation and innovation, underpinned by superior quality – providing consumers with solutions that make their lives Way Better. Clover’s latest innovation is the investment in technology that has enabled us to extend the shelf life of our core range of fresh milk to 18 days. 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 degrees Celsius and using clean-fill technology when packing our milk.

Clover milk undergoes 55 quality tests, is hygienically treated throughout production and is kept below 4 degrees Celsius to ensure excellent quality and freshness. Our milk is sourced from 231 specially selected farms – from producers with whom Clover has quality standard agreements.

Focus on, and support of, our innovations has allowed Clover to grow its fresh milk faster than the market and increase on market share to 31,9% in June 2013 (Aztec 12 monthly moving to June 2013).

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 9 months without refrigeration.

Butter and butter spreads

Clover is the largest manufacturer of butter in the country.

Clover is the largest manufacturer of butter in the country. Clover is the market leader with 39,2% share (Aztec 12 monthly moving to June 2013), including such well-known brands as Clover Mooi River salted butter, Clover Springbok unsalted butter and Butro butter spread.

The butter category is valued at R443 million in the top-end retail (Aztec 12 monthly moving to June 2013).

Butter Packed
Clover butter is a natural product without any additives, artificial colouring or flavouring.

Butter Spread
Clover Butro contains sunflower oil to enable an easy-spreading softness, using less fat and gaining on taste and wholesomeness. Butro is a leading butter brand in the top-end retail with 20,5% share (Aztec 12 monthly moving to June 2013).

A large investment went into the upgrade of the machinery at the Clover butter factory, resulting in a new butter platform. This allows Clover to improve the spreadability as well as providing a platform for line extensions.

Combined with the launch of the improved spreadability, a new, innovative tub has been launched to create a better shelf presence. The tub is also a cost saving exercise, saving at least R1 million annually.

Improving the spreadability of Butro is part of the overall Clover butter strategy. The growth in the butter market provides Clover with an opportunity to further grow the market with the improved spreadability of butter as well as the extension of the butter portfolio.

Ghee
Real butterfat purified in its purest form – manufactured from butter which received heat treatment to separate the butterfat from the moisture, salt and curd and to develop flavour.

Cream

Clover Cream is ultra-pasteurised to ensure a superior quality product with an extended shelf life. The cream market is valued at R343 million (Aztec 12 monthly moving to June 2013). Clover Cream is the market leader with 39,7% share (Aztec 12 monthly moving to June 2013).

A strategy to increase consumption of Clover Cream has been put in place. This includes creating awareness and educating consumers on the multiple uses of cream. All forms of touch points with the consumer, including on pack, have been dedicated to recipes and communication on all areas of cooking and baking where cream can be used.

This strategy has been very successful and Clover Cream had record sales in December 2012 as well as strong year-on-year growth.

Sour Cream
Sour Cream is a fresh cultured cream. It has a smooth, thick texture and appearance.

UHT Cream
Clover Dairy Cream is UHT treated to make sure that all harmful organisms are killed, and the addition of high quality stabilising ingredients, ensure a longer shelf life and excellent whipping properties.

Aerosol Cream
Aerosol Dairy Whipped Cream is a long life whipped cream which is available in a 250g pressurised tin.

Clover UHT Milk

The quality and goodness of Clover UHT milk is kept for longer due to the UHT (Ultra High Temperature) process and special packaging that allows the product to be stored for a period of 9 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 offers unique UHT milk packaging. Designed with improved functionality in mind, the UHT milk pack offers enhanced opening, pourability and resealability, making it way better for the consumer to handle. The unique and elegant shape is simpler to hold than other UHT milk packaging . The seal is also tamper proof and features a tamper proof evidence ring. In short, Clover’s unique UHT milk packaging is easy to open, easy to pour and easy to store.

The UHT milk market is growing significantly faster than the fresh milk market (+8,0% UHT vs. -6,3% Fresh, (Aztec 12 monthly moving to June 2013), driven by new entrants and aggressive pricing. As a result, Clover has lost share in the UHT milk market over the last 12 months 2,6 percentage points to 18,7%.

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.

Amasi

Maas is a traditional fermented milk. It has a smooth texture and a slightly sour taste. Maas is regularly used in households and is consumed on its own or with other food like pap or bread.

The maas market has a high consumption penetration and high frequency of usage, with a loyal following. Clover recognised the opportunity to launch a maas product onto the market. Maas fits well with Clover’s current product portfolio.

The maas category is a viable and lucrative one, that remains popular with its consumers. To this end Clover conducted extensive consumer research into the maas market in order to explore this opportunity further.

The results were conclusive as Clover has the correct credentials to launch a quality maas that still has the feelings of nostalgia and heritage – and it is the strength of the Clover name that would make this product a success.

The new Clover Amasi has been produced with a unique and stand-out formulation to make the taste rich, smooth and creamy.

Condensed Milk

Full-cream sweetened condensed milk manufactured by Clover is prepared from standardised bovine milk and pure refined sugar. The product does not contain any preservatives except sugar.

The condensed milk market is showing strong growth year-on-year. The market size is valued at R368 million (Data Monitor).

Clover prepacked 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 with 38,2% volume share (Aztec 12 monthly moving to June 2013) between Clover and Elite. 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 is communicated through the line: Clover uses 10 litres of our milk to make 1 kilogram of our cheese.

Larger pack sizes and value-for-money offerings have also become increasingly important to consumers. Clover now offers consumers a 450g family pack and an 800g value pack, which has now provided incremental sales to the portfolio since launch, while also adding to Clover’s shelf space and shelf impression in store.

Clover Feta Cheese

Clover feta cheese is the second largest brand in the market on a 12 monthly moving basis, and competes for the number one position on a month by month basis. Clover has grown market share on feta by 3,7 percentage points to 36,6% in the last 12 months (Aztec 12 monthly moving to June 2013). Clover’s aim is to become the number one player on the feta cheese market on a 12 monthly moving basis.

In this extremely price sensitive market, Clover recognises that it is important to ensure pricing and quality are right. Further to this, Clover promotes feta below the line to drive growth and quality. 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.

IWS cheese

Clover launched individually wrapped processed cheese slices in April 2013. The product has already won a Qualite award on the (“IWS”) cheddar variant, which is especially impressive since this is the first Qualite award ever for a processed cheese showing Clover’s clear ambition to provide consumers with the highest quality, best tasting products.

New Clover individually wrapped processed cheese slices (IWS) are preservative free and made with great tasting, excellent quality ingredients. Each slice individually wrapped means convenience and less wastage – which allows for portion control and value for money. Creamy with a smooth texture, a good strength of cheese flavour and balance between sweet and salty gives the product a delicious taste. Whether it’s used on a sandwich, eaten on its own as a quick snack between meals or a treat for the kids, Clover individually wrapped processed cheese slices are sure to make mealtimes more convenient!

The total processed cheese slice market (top end) is valued at R516.6mil (Aztec 12 monthly moving to June 2013). Clover’s aim is to obtain 10% market share within the first year of launch. The launch of Clover IWS will be supported with a 360 degree marketing campaign to drive awareness and trial across channels, including top end retail, wholesale and the informal market.

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. It is a random weight 300g cheese.

Elite cheese

Elite cheese undergoes a 30 point grading system. Elite Gouda is the only gouda in South Africa that is made in the traditional way.

 

beverages

Clover beverages has an overwhelming 53,4% market share of the South African short-life fruit juice category, proving once again that we are “Way better!”

Tropika

Tropika is made from a combination of fruit juice and dairy, which results in an unique smooth tasting beverage.

Tropika is now achieving a turnover of almost R1 billion. After nearly 30 years in the South African market, Tropika is still the market leader in the Dairy Fruit Mix (”DFM”) category and the best-selling fruit juice beverage in South Africa. It has a 62,1% market share in the DFM category and a 23,9% market share in the fresh fruit juices category.

Tropika have formed close-knit supplier relations to support the brand at a continuously innovating pace. The Tropika Island of Treasure Campaign is now in its sixth year – providing excitement in the category where consumers get the chance of winning an opportunity to become a reality star as well as motivating the Clover sales teams with an annual incentive scheme where island getaways and tropical dreams become a reality.

Always on the forefront – Tropika executed the first successful flash-mob mobile/youtube video in South Africa with over a million views.

Tropika’s strategic vision is to:

• Grow market share in regions of weak market shares (Eastern and Western Cape).
• Leveraging the brand into new product categories for the same target market (new flavours and pack sizes).
• Stretching the brand into new consumer markets (line extensions under the Tropika umbrella).

Clover Krush

Clover Krush is a premium, 100% fruit juice blend, available in 10 exciting flavours and caters for the entire family. Clover Krush will ensure not only a great healthy alternative, but the delicious tastes of nature with uncompromising everyday goodness. No sugar or sweeteners are added to the juice and it is enriched with Vitamins A, C and E.

Clover Krush has recently undergone a facelift, to keep up with the changing times. The pay off line of Clover Krush was changed to “As good as good can be”. A new flavour was also introduced, to replace the granadilla flavour that was starting to decline in volume. True to innovation, Clover stayed on top of the juice trends and launched a red grape flavour. This flavour was launched in April 2013.

Clover Krush is the market leader in the pure juice, short life fruit juice market with a 36,9% market share (Aztec 12 monthly moving to June 2013). Clover beverages has an overwhelming 53,2% market share (Aztec 12 monthly moving to June 2013) of the South African short life fruit juice category, proving once again that we are “Way better!”.

Danao

Danao is a dairy fruit mix drink – containing real fruit juice and dairy with added vitamins A, B2, B12, C and Calcium. Clover relaunched the brand in September 2012 with a new product formulation, flavours and packaging (type, design and sizes). The brand was also re-positioned focussing on the inherent goodness of fruit juice and dairy – “Double the Happiness”. The plan is to broaden the appeal from being a breakfast drink to an all-day, any time refreshment with an extended consumer target market.

As a result of the relaunch, Danao showed a year-on-year volume growth of 26% in 2012/13. Market share increased with 3,3 percentage points since 2011 – from 3,4% to 6,7% share (Aztec 12 monthly moving to June 2013).

Danao is currently holding the 4th positioning in the DFM market – striving to be second in the market after Tropika.

Aquartz Mineral Water

Aquartz a natural mineral water that is bottled directly at source, to ensure the highest quality and purity and safety in a bottled water that can be trusted anywhere. Aquartz is a naturally sweet mineral water because it is low in TDS (Total Dissolved Solids). Aquartz Natural Mineral Water is available in the pure natural mineral water or flavoured water offerings.

Aquartz Active 750ml with the sport sipper cap was added to the range in October 2012 and has added significantly to the growth of the Aquartz brand.

Aquartz volumes grew by 35% after following a more price competitive strategy in the 2nd half of the last financial year. Aquartz market share grew from 5,2% to 8,0% in the total bottled water section (Aztec 12 monthly moving to June 2013) over the last financial year.

Manhattan Ice Tea

Manhattan Ice Tea is the 2^nd biggest ready to drink ice tea in South Africa with a market share of 28,1% (Aztec 12 monthly moving to June 2013).

Manhattan Ice tea is a non-carbonated beverage with a tea extract base and fruit flavour blends. Manhattan Ice Tea has three tea extract variants, black, green and white tea, which is then blended with a variety of fruit flavours or fruit blend combinations, to give a refreshing and tasty ready to go ice tea.

Manhattan Ice tea is available in either the 500ml ready-to-go option with the convenient sipper cap or the take home 1,5ltr pack. The product can be stored at ambient temperature but it is best enjoyed chilled.

Clover Life Nectar

Clover Life Nectar range offers consumers a delicious, refreshing juice nectarthat is affordable enough to purchase regularly. Your family can now enjoy Clover Life Fruit Nectar at every occasion.

Clover Life has always been a favourite in South African homes and was recently relaunched under the brand name Clover Life Nectar, available in a 500ml and 2L pack size (250ml in KZN) in 5 flavours. The launch was supported by a Brand Power Television Commercial (TVC) on national television and below the line (BTL) activations, including coupons in store and tastings.

Clover nectars occupy the number one position in the Fruit drink/Nectar category after the acquisition of Real Juice Co. Holdings with a market share of 33,5% (Aztec 12 monthly moving to June 2013).

Super M

Super M is the coolest teenage flavoured milk. It is available in four great flavours: Chocolate, Strawberry, Banana and Cream Soda and three pack sizes to choose from 200ml, 300ml and 1L.

Currently the market is growing by 0,1% in volume per annum (Aztec 12 monthly moving to June 2013). Super M volume market share is currently 33,7%, a growth of 13% since 2011.

Prior to 2008 Super M was showing little to no growth in volume. It was therefore decided that a new strategy is needed to be formulated to stimulate growth of the brand in the market.

Where the competing market leading brand’s strategy is based on flavour, offering a variety of flavours for each consumer, Super M decided to follow global trends and offer variety in pack sizes in the top 4 selling flavours. In addition to this, historically take-home volumes contributed less than 5% to the portfolio. An opportunity to grow these volumes in terms of offering take-home packs presented itself.

Clover decided to launch the 200ml MINI 6 pack as well as the 1L family bottle to grow volume for the brand as well as increase take-home consumption. The results of this strategy are a total of 58% growth in volume for Super M from 2008 – 2013.