Simba partners Wellington’s to launch new tomato sauce flavored potato chips in South Africa

SOUTH AFRICA – PepsiCo’s Simba snacks division has introduced a new flavor of potato chips to the South African market in collaboration with Wellington’s, a local condiment manufacturer. 

The new variant features Wellington’s Full Flavour Tomato Sauce, a staple in many South African households, and is now available in 36g and 120g packs.

Although officially launched in April 2025, Simba Wellington’s Tomato Sauce Flavored Potato Chips have been quietly stocked in select South African retail outlets for the past two months. The product is now being distributed widely across the country’s retail networks.

Nostalgic flavor with a fresh twist

Tomato sauce-flavored chips have long been a popular choice among South African consumers, with earlier iterations by Simba sparking nostalgic appeal. 

The new release seeks to elevate this familiar taste by incorporating Wellington’s recipe, known for its rich, tangy profile. 

According to Tongase Dhlakama, Senior Marketing Manager for PepsiCo South Africa’s potato chips category, this flavor reflects Simba’s continued focus on catering to locally preferred tastes. 

Dhlakama noted that tomato sauce remains a go-to accompaniment at many South African meals, from braais to weekend family gatherings.

Simba’s legacy in South African snacking

Simba, founded in 1957 by Leon Greyvensteyn and acquired by PepsiCo in 1999, dominates the South African savory snacks market, holding a reported 63% share. 

Its product portfolio includes several regionally adapted snack offerings, including maize-based options and potato chip flavors tailored to local palates. 

The word “Simba” translates to “lion” in Swahili, and the brand mascot remains an adult male African lion, symbolizing the brand’s African heritage.

Flavor innovation through collaborations

This release follows Simba’s August 2024 collaboration with KFC, which produced the KFC Original Recipe flavored potato chips. 

That chicken-flavored product was inspired by KFC’s proprietary blend of herbs and spices and marked the continuation of a product development relationship between the two companies. 

In 2022, the brands first worked together to produce the Zinger Wings variant. PepsiCo stated that the collaboration was part of an initiative to bring South Africans more snack options modeled after popular food items.

Simba’s other locally resonant chip flavors include Creamy Cheddar, Chakalaka, and Mrs. H.S. Ball’s Chutney—another widely recognized South African flavor derived from a popular fruit-based condiment.

Wellington’s: A household name in sauces

Wellington’s, Simba’s latest partner, is a South African sauce manufacturer known for its diverse range of condiments, including Sweet Chilli, Steakhouse, Sweet Jalapeño, and Tomato. 

The company markets its products as being suited to the South African taste profile and has built a following across households in the country.