BOS set to stir ice tea market even further

Cape Town - BOS Brands, makers of a range of rooibos ice teas, is set for further growth after signing a sales and distribution agreement with Rhodes Food Group (RFG), one of Southern Africa’s oldest and largest food producing and distribution companies.

The sales and distribution agreement follows last year’s partnership between the two companies which saw RFG taking over packaging of part of the BOS’s portfolio.

According to BOS Brands SA’s MD Will Battersby, the sales and distribution agreement with RFG will further enhance synergies across the two companies, creating a significant growth opportunity for both.

“This agreement sees RFG managing all sales and distribution of the BOS range of products in Sub Saharan Africa from March this year,” says Battersby.

“With RFG’s experience in the food and beverage market, its relationships with the total retail sector through its dynamic spectrum of products as well as logistical excellence, BOS is beginning a new chapter in our aim of becoming the leading player in the overall Southern African ice tea market.

Double

"Together with RFG, BOS will now be able to tap into over 10 000 outlets – double of what our current reach allows.”

Some 70% of BOS sales is through the retail sector, with 30% sold through the on-consumption segment including restaurants, coffee-shops and schools.

Battersby says the South African ice tea market is currently valued at approximately R900m and within this BOS has captured 12% of the retail segment.

“However, we believe that along with the partnership with RFG a long-term target of 25% share is achievable,” he says.

“The BOS team will still be responsible for our vibrant brand marketing and communication campaigns, while together with RFG we will continue developing exciting new products, some of which will be launched later this year.”

RFG CEO Bruce Henderson says that since its inception BOS has been a brand admired by RFG.

“This partnership with BOS strengthens RFG’s position in the Southern African beverages segment as we now have our own powerful Rhodes juice brand alongside the Premium market leader in ice tea,” he says.

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