There are few things as instantly recognisable in South Africa as the sound of a packet of Simba being torn open, followed by the familiar crunch and the unspoken rule that it must be passed around.
For decades, the brand has been woven into everyday moments, from braais and road trips to school breaks and match-day gatherings. Now, Simba is leaning into that shared experience with a noticeable upgrade to one of its most iconic offerings.
The company has introduced a thicker-cut version of its potato flavoured chips, designed to deliver a more pronounced crunch and bolder flavour. The change, while subtle on paper, marks a shift in how the brand is responding to evolving consumer expectations around texture and taste.
The update is not only about what’s inside the packet. Simba has also rolled out redesigned packaging across its range, with a sturdier build aimed at preserving freshness and maintaining the signature crunch from production to purchase.
The refreshed look places stronger emphasis on flavour cues and visual appeal.
While product innovation remains key, the brand continues to position itself around something more familiar: shared experiences.
Positioning the upgrade within this context, Diyaana Allie, Marketing Manager at PepsiCo said the focus remains on both flavour and connection.
“Simba has always been about bringing the nation’s most loved flavours to life in the perfect chip with that unmistakable crunch that South Africans love,” she said.
“But more than that, it’s about connection. There’s something uniquely South African about opening a pack of Simba and immediately passing it around. It’s instinctive, and that’s what makes these moments so special, and why we believe flavour is always worth sharing.”
That sense of familiarity may be exactly what gives the latest upgrade its edge. Rather than reinventing the product entirely, Simba appears to be refining what already resonates, enhancing texture, strengthening packaging and reinforcing its cultural footprint.
The refreshed range has already begun rolling out across major retailers and local spaza shops nationwide, placing the new offering directly into the hands of consumers.
The Star