Beloved Sweetie Pie Owner Beyers Chocolates Enters Liquidation

Beyers Chocolates, known for its iconic Sweetie Pie soft marshmallow-centered treats and a key supplier to Woolworths, is preparing to file for liquidation.

The nearly 40-year-old chocolate company, based in Kempton Park in Ekurhuleni on Gauteng’s East Rand, was established by Kees Beyers, a Belgian immigrant who arrived in South Africa in the early 1980s.

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The Financial Mail reported on Thursday that the company is entering liquidation proceedings due to a commercial dispute over exclusivity with Woolworths, one of its largest clients.

Beyers produces the popular Chuckles chocolate range for Woolworths, likely under a contract manufacturing agreement, though the brand itself is owned by the retailer and includes a broader product line such as ice cream.

Moneyweb attempted to reach Beyers for comment on Friday, but there remains a chance that the company could be salvaged. If it ultimately shuts down, numerous jobs could be at risk.

While Woolworths is Beyers Chocolates’ primary customer, the chocolatier also supplies Clicks, Shoprite, Pick n Pay, Spar, Massmart, and other retailers with its expanded Sweetie Pie and additional offerings. Moreover, it engages in contract manufacturing for Mondelez International (the owner of Cadbury), Amarula, and the coffee chain vida e caffè, as noted on its website.

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The specifics of the commercial conflict with Woolworths remain unclear, with the Cape Town-based company stating in a holding announcement: “Woolworths cannot provide details about our relationship with Beyers due to confidentiality concerns.”

Beyers has been diversifying its range, including a partnership with Shoprite’s Checkers chain last year, which launched a new Beyers Kiosk within the Checkers Chartwell Corner store in Johannesburg.

The company also introduced The Chocolate Factory, a new upscale café and chocolate experiential outlet located on Van Buuren Road in Bedfordview in 2024.

Chuckles …

In a statement on Friday, Woolworths confirmed that Chuckles will continue to be available in its stores, assuring no shortages.

“We can… confirm that Woolies chocolate – including Chuckles – maintains the exceptional quality our customers adore, and it is widely accessible throughout the country,” the company stated.

“There are no shortages or stock issues concerning Woolies chocolate,” the retailer emphasized.

According to the Beyers Chocolates website, the company has been crafting “South Africa’s finest chocolates” since 1987.

“Fueled by a passion for chocolate ignited by Kees Beyers, a Belgian master chocolatier, Beyers Chocolates has remained a family affair since its inception. Kees blended his heritage with artisanal techniques, introducing the magic of Belgian chocolate to South Africa,” it states.

Kees Beyers and the chocolate factory …

“At just 7 years old, Kees Beyers envisioned owning a chocolate factory one day. He began selling sweet confections to friends and family, and by the age of 12, he started his education at the esteemed Piva School in Antwerp.

“Kees qualified as a pastry chef at Ter Groene Poorte in Bruges when he was only 17 years old. His dedication was evident as between ages 13 and 17, Kees would wake at 4:30 AM every weekend to work part-time for a confectioner in a nearby town,” it explains in a ‘where it all began’ section on the website.

At 18, Beyers traveled to South Africa to visit his sister, who had immigrated.

“His initial plan was to work for a few months, explore the country, and return to Belgium, but he quickly fell in love with South Africa, just as he had with chocolate…,” it highlights.

“In 1987, at merely 20 years old, Kees Beyers Chocolates was established,” it notes. Today, the company is simply known as Beyers.

“While Kees’ dream of owning a chocolate factory has become reality, he continuously seeks to enhance his expertise in the art of chocolate and confectionery making. He is now a Master Chocolatier, trained by L’école de Chocolat…

“He remains actively involved with his team to guarantee that all Beyers Chocolates meet his high standards for quality,” adds the brand profile.

Now, following the commercial dispute with Woolworths and the potential for Beyers Chocolates’ final liquidation, this could signify the end of yet another iconic manufacturing business in South Africa.

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