In a decision that has left the nation reeling, Bokomo, the beloved producer of Maltabella, has announced the discontinuation of its iconic breakfast product.
The news has resonated deeply across South Africa, where generations have relied on Maltabella as a wholesome morning staple, often enjoyed warm with a drizzle of syrup and a sprinkling of cinnamon.
The news comes after one fan of the dish Siphesihle enquired with the brand through an Instagram direct message if it has been discontinued because she could not find it on the shelves.
In its response, the brand said: “Yes, the product has been discontinued.”
First introduced in the 1960s, Maltabella became synonymous with childhood memories for many South Africans.
The product, made from finely milled sorghum, was not just a meal; it was a tradition, serving as a comforting reminder of home for millions.
As families gathered around the kitchen table, the rich, nutty aroma of Maltabella cooking on the stove became a cherished part of the morning routine.
The announcement came as a shock for many people. Social media platforms erupted with reactions as fans shared nostalgic stories and photos, demonstrating just how significant this dish had been in their lives.
The backlash over the brand's decision has been swift and vocal on social media platforms, where fans took to sharing nostalgic stories and photographs that highlight Maltabella’s significant role in their lives.
“I can't breathe (crying face emoji), my favourite porridge has been discontinued. I grew up eating Maltabella ... it has so many health benefits, how can Bokomo do this to us guys?” lamented Siphesihle in a heartfelt post on Facebook.
Others echoed her sentiments.
Mpho Chauke shared: “It was the only thing I could stomach during my pregnancy last year and my baby boy loves it so much. I was devastated when I found out it had been discontinued. Two weeks ago, I went to Food Lovers and I found 4 boxes.
“I honestly took all of them because my baby loves it so much. I’m so sad that I won’t find it again.”
Nomusa Khanyi Nomza expressed her worry after struggling to find the product. “Maltabella is also my husband’s favourite porridge; we struggled for months to get it but last month it was available at our local Spar, now my worry is was the original or counterfeit.”
Norm-tea Mgwaba added: “I am so heartbroken; this is the only porridge that made sense to me.”
On X, user @noneedforsorry pleaded: “@PioneerFoodsSA Please tell me that Bokomo Maltabella is only temporarily discontinued? It's not possible that a household legend in SA is pulled off the shelves just like that.
“At least sell the recipe and brand onto someone else, for the sake of patriotism.”
@PioneerFoodsSA Please tell me that Bokomo Maltabella is only temporarily discontinued? It's not possible that a household legend in SA is pulled off the shelves just like that. At least sell the recipe and brand onto someone else, for the sake of patriotism. #maltabella #bokomo
— Nhlanhla (@noneedforsorry) November 10, 2024
As South Africans grapple with this unexpected loss, many are rallying for the company to reconsider its decision.
Independent Media Lifestyle has reached out to Pioneer Foods for clarification on the reasons behind the discontinuation and whether there’s any hope of seeing Maltabella return to shelves.
No response was received by the time of publication.