Bittersweet end for Beyers Chocolates

Beyers Chocolates, the maker of the iconic Sweetie Pie marshmallow and a key supplier to Woolworths, has applied for liquidation.

The nearly 40-year-old chocolate company with its head office in Kempton Park in Gauteng, was founded by Kees Beyers.

The Financial Mail reported this week about this company applying for liquidation due to a commercial dispute over exclusivity with the retail giant Woolworths, which is one of its biggest customers.

This apparently led to Woolworths reducing orders from the group, which eventually led to the company being forced to start a liquidation process.

Beyers Chocolates supplies a variety of products that have been developed for large retailers, including Checkers and Pick n Pay. More famous brands produced by the group include the iconic Sweetie Pie and Amarula brand sweets.

Many South Africans have been eating Beyers Chocolates for decades without even realizing it.

Woolworths customers expressed their concern on social media this week that the popular Chuckles brand may soon no longer be available.

Woolworths did confirm to BusinessTech this week that the group can ensure that their chocolate, including Chuckles, “is still the exceptional quality that our customers love and expect, and it is widely available right across the country”.

(Photo: Beyers Chocolates/ Instagram)

However, Woolworths declined to comment on the nature of their relationship with Beyers Chocolates, due to confidentiality.

The group also gave no further indication of how the reported liquidation will affect the future composition of products on their shelves or how many of their items may be affected.