What happens when a fast-moving consumer packaged goods company takes hands with a dynamic baking company with a heart for rebuilding the social fabric of the Khayelitsha community? Empowered women, improved efficiency and an exciting range of delicious biscuits for South African little ones!


Thursday, 26 January 2012 saw the launch of Purity Goodies Rusks and Biscotti – a range of healthy snacks suitable for toddlers from 18 months to preschool age. The launch is the result of Tiger Brands’ inclusion of Khayelitsha Cookies in its Enterprise Development Programme, which allows SMME’s in disadvantaged areas to grow and contribute to the overall development of the community.

The vision shared by Tiger Brands and Khayelitsha Cookies is to develop a company that produces the best cookies in South Africa while also radically changing the lives of women involved in the company.  The two companies have worked tirelessly over the past 12 months in preparation of the Purity Goodies product launch, including the upgrading of the cookie factory and upgrading of necessary baking equipment. Tiger Brands has also assisted Khayelitsha Cookies in the areas of procurement, technical input and manufacturing skills.

Members of the press and representatives from Tiger Brands and the Khayelitsha Cookie Company (KCC) gathered in Ndabeni, Cape Town on Thursday to celebrate the partnership. Bongiwe Njobe, Group Executive: Corporate Sustainability for Tiger Brands, gave an overview of the brand identities within the Tiger Brands group as well as the company’s vision of entering into mutually beneficial partnerships for the purpose of job creation and empowerment.

Amanda Ewen, Category Executive: Baby Care for Tiger Brands,  brought a unique perspective on the roll out of the partnership since its inception a year ago, and emphasised the company’s wish to see the number of empowered mothers in South Africa grow. The presentation included a screening of a DVD illustrating the impact of the partnership and product launch, and profiling some of the inspiring women involved in Khayelitsha Cookies. The event was filmed by SABC News.

Afterwards, guests were taken to the Khayelitsha Cookie factory, where Adri Williams, Sales & Marketing Manager of Khayelitsha Cookies, gave an overview of how the factory operates from production to packaging. Guests received a warm welcome from singing and cheering employees, and had the opportunity to meet some of the inspiring women working at the factory. There was a buzz of enthusiasm and energy in the air, and everyone left the event excited to see how the next arm of this dynamic partnership will unfold.

“Tiger Brands and Khayelitsha Cookie Company are committed to making this partnership a successful model for enterprise development in the country”, said Bongiwe Njobe.

Look out for the Purity Goodies Rusk and Biscotti range in-store nationwide this month!