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EZEKIEL PHALANA
Simba, one of South Africa’s most iconic snack brands, has announced the launch of its newly improved potato chips, now featuring a thicker cut and enhanced crunch designed to deliver an even more satisfying flavour experience.
For decades, Simba has been woven into the fabric of everyday South African life — from lively braais and long road trips to after-school snacks and match-day celebrations. With this latest innovation, the brand continues its legacy by elevating the moments that bring people together.
At the heart of the launch is a simple yet powerful idea: great flavour is best enjoyed when shared. The new thicker-cut chips amplify Simba’s signature taste, offering a richer crunch across its full range of flavours. Alongside the product upgrade, Simba has also introduced refreshed packaging that reflects the brand’s bold and vibrant identity.
“The evolution of our chips is rooted in the connections we see every day,” said Reylene Barlow, Brand Manager at Simba. “We wanted to enhance not just the taste, but the entire experience — making every shared moment even more memorable. Showcasing this at the Rand Show allowed us to connect directly with consumers and celebrate these moments together.”
Assistant Brand Manager Bongumesiya Simelane added: “Our consumers are at the core of everything we do. Their feedback continues to inspire us to innovate while maintaining the quality and flavour they know and love.”
The new Simba chips are now available at retailers nationwide, inviting South Africans to experience a crunch that truly roars with flavour.
About Simba
Simba is a leading South African snack brand known for its bold flavours and strong cultural connection with consumers. For generations, Simba has brought people together through shared experiences, turning everyday moments into something memorable.