By: Lonwabo Mtyeku | Community Newsroom Photo Credit: Community Newsroom
Seen Here: Bongumesiya Simelane and Raylene Barlow at the Rand Show, leading the unveiling of Simba’s bold new rebrand. Photo Credit: Community Newsroom
Johannesburg, South Africa — One of South Africa’s most recognisable snack brands, Simba, has taken centre stage at the Rand Show to introduce a dynamic rebrand that blends heritage with a forward-looking vision.
The unveiling, set against the vibrant backdrop of one of the country’s largest consumer exhibitions, marks a significant evolution for the brand — one that seeks to resonate with a new generation of consumers while staying rooted in its legacy.
A Legacy Brand, Reimagined
For decades, Simba has been synonymous with bold flavours and a strong cultural presence in South Africa. The rebrand represents more than a visual refresh — it signals a strategic repositioning aimed at maintaining relevance in an increasingly competitive and fast-evolving snack market.
“Simba has always been about bringing joy and bold flavour into everyday moments,” said Raylene Barlow. “This rebrand is about evolving with our consumers while staying true to what makes Simba iconic. We wanted to create something that feels fresh, modern, and exciting, but still unmistakably Simba.”
Visitors at the Rand Show were among the first to experience the updated look and feel, which includes refreshed packaging, modernised brand elements, and a renewed emphasis on consumer engagement.
Experience-Driven Engagement
At the Rand Show, Simba’s presence extended beyond traditional product displays. The brand created an immersive experience designed to connect emotionally with attendees — blending entertainment, nostalgia, and innovation.
“Our goal was to create a space where people don’t just see the new Simba, but feel it,” explained Bongumesiya Simelane. “From the visual identity to the on-site activations, everything is designed to reflect the energy and vibrancy of the brand as it moves into this new chapter.”
From interactive activations to curated tasting experiences, the activation reinforced Simba’s identity as more than just a snack brand — positioning it as part of South Africa’s cultural fabric.
Targeting the Next Generation
The rebranding effort is focused on bridging generational gaps — retaining long-time customers while appealing to younger audiences whose preferences are shaped by trends, authenticity, and brand storytelling.
“We understand that today’s consumers want more than just a product — they want a brand they can connect with,” added Barlow. “This evolution allows us to speak to a new generation while celebrating the loyalty of those who have grown up with Simba.”
This approach is particularly relevant in a market where brand perception and engagement increasingly influence purchasing decisions.
A Strategic Platform: The Rand Show
The choice of the Rand Show as the launch platform underscores Simba’s intent to engage directly with a broad and diverse audience. The high foot traffic and energetic atmosphere provided an ideal setting to introduce the refreshed brand in a meaningful and memorable way.
“Launching at the Rand Show allows us to connect with South Africans in a real, authentic environment,” said Simelane. “It’s about celebrating who we are, with the people who have made us part of their lives.”
Looking Ahead
As Simba rolls out its new identity nationwide, the focus will be on translating this refreshed image into sustained relevance and growth in a competitive market.
The rebrand signals a confident step forward — one that honours the brand’s legacy while embracing the future with bold intent.
In a rapidly evolving consumer landscape, Simba’s message is clear: adapt, connect, and continue to lead with flavour.
