SOUTH AFRICAN SNACK BISCUITS INDUSTRY LANDSCAPE REPORT

COMPILED: JANUARY 2019

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INDUSTRY AND COMPETITIVE INTELLIGENCE OVERVIEW

FOOD AND BEVERAGES INDUSTRY REPORT CLIENTS

Our Food and Beverages Industry Landscape reports have been purchased by global and South African companies:

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REPORT OVERVIEW

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The South African Snack Biscuits Industry Landscape Report (120 pages) provides a dynamic synthesis of industry research,

examining the local and global Snack Biscuits Industry from a uniquely holistic perspective, with detailed insights into the entire value

chain – from manufacturing to retailing, market size trends, industry trends, industry drivers & challenges, competitor and pricing analysis.

For the Global Snack Biscuits Industry Section:

What are the current market dynamics (market environment, exports, imports, key regional markets) of the Snack Biscuits

industry?

What are the Global Snack Biscuits industry trends, drivers, and challenges?

For the South African Biscuits Industry Section:

What are the current market dynamics (market size, market value, market volumes: 2012-2018 Actual, 2018-2022 Forecasts) of

the SA Biscuits industry?

Who are the key manufacturing and distributors players in the SA Biscuits industry?

What are the South African industry trends, drivers, and challenges?

For the South African Retail and Pricing Analysis Section:

Who are the key retail players and manufacturers in the Snack Biscuits industry?

What are the prices of frequently purchased Snack Biscuit brands across SA retail outlets?

SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:

SCREENSHOTS FROM REPORT

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120 page report filled with detailed charts, graphs, tables and insights

1.3

1.2

5.3

7.4

5.7

4.6

26.1

6.2

6.3

12.8

11.7

15.3

19.5

73.2

0 20 40 60 80

Middle East and Africa

Eastern Europe

Latin America

North America

Western Europe

Asia Pacific

World

GLOBAL BISCUIT RETAIL SALES, BY REGION: 2018 (IN US$ BILLION)

Sweet Biscuits

Savoury Biscuits

❑ The Biscuits market in the Middle East and Africa is predicted to show

moderate growth due to a growing middle-class population and

increasing disposable income.

The region with the largest Biscuits market, including

both Sweet and Savoury Biscuits, is Europe (accounting

for both Western and Eastern Europe) with an estimated

collective Biscuit sales of US$28.5 billion in 2018. Asia-

Pacific is the second largest Biscuits market region with

an estimated Biscuit sales of US$24.1 billion in 2018, and

is expected to be the fastest growing region for the 2018

to 2024 forecast period.

❑ Europe’s dominance in the Biscuits market is largely due to the

increasing demand for healthy snacks, new flavours, product

shapes, as well as the introduction of new technologies in the

manufacturing process.

❑ In the near future, the Asia-Pacific region is expected to be the

dominant region in the Biscuits market as this is currently the

fastest-growing region, which is supported by high growth in the

Indian and Chinese Biscuits markets. High growth in these

countries is largely due to consumers’ preference for baked

products as an alternative to bread and other confectionary

products.

❑ North America is the third largest Biscuits market in 2018 with an

estimated Biscuit sales of US$19.0 billion and is expected to show

significant growth for the 2018 to 2024 forecast period, primarily

due to the fast-paced lifestyles of consumer opting for

convenience and snacks.

7Source: ZionMarketResearch; MordorIntelligence Image Source: TheHappyFoodie

SAMPLE FROM REPORT:GLOBAL OVERVIEW BY REGION

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❑ AVI Limited is planning to expand its biscuits range to include low

or no sugar options. In March 2015, the company announced that

they are planning to launch two healthier biscuit ranges.

Convenience and On-The-Go Snacking

❑ In South Africa, the pace of consumers’ lives are ever-increasing

and resulting in a need for more snacking. The snacking trend is

further driven by urban population growth, and increasing levels of

disposable income.

❑ Many manufacturers of biscuit products are realising the

importance of the snacking trend. Mondelēz International, for

example, recently introduced their new tagline: ‘Snacking Made

Right’.

❑ Although there is a movement towards healthier living, some

consumers still prefer to snack on Sweet Biscuits and baked

goods. Manufacturers are responding to consumers’ changing

dietary needs by offering them more variety in terms of their

products. Mondelēz International, for example, has developed

low-sugar options for existing products. They have introduced a

low-sugar Oreo biscuit.

❑ The snacking trend will more than likely continue to have a

significant influence on both the Sweet and Savoury Biscuits

markets.

Dietary Changes Among Consumers

❑ In South Africa, consumers are following different dietary

regiments and cutting out certain foods from their diets for health

reasons. Many consumers have embraced the following dietary

changes:

✓ The Banting diet, defined as a low-carbohydrate and high-fat

diet, is highly popular among South Africans.

✓ Vegetarian and vegan diets are also becoming increasingly

popular in South Africa.

✓ The ‘Free From’ diet, which excludes ingredients such as

gluten, wheat, starch, nuts, diary, egg, sugar, and fat from

one’s diet. These dietary choices are often related to food

intolerances.

✓ Eating natural and organic ingredients, also known as ‘clean’

ingredients.

✓ Consumers are also showing a preference for eating less

preservatives and moving towards foods that contain more

protein, fibre, vitamins, and minerals.

❑ This trend is also influencing the Biscuits market and many

manufacturers are introducing biscuit products that cater to

consumers’ changing dietary needs.

❑ Woolworths Food, for example, has a multigrain cracker that is

high in protein and fibre. They also offer gluten-free crackers, as

well as a carb-clever cracker range.

Source: Essentials; OpenFood; Health24; TheSA; iol; MBD; FoodSt; Rubix; MordorIntel.; FoodSt2 Image Source: Icon-Icons

SAMPLE FROM REPORT:SA INDUSTRY TRENDS

• Bakers Cream Crackers

• Bakers Kips

• Bakers Mini Cheddars

• Bakers Provita Crackerbread

• Bakers Provita Crispbread

• Bakers Salticrax

• Bakers Snacktime

• Bakers Wheatsworth

• Baumann’s Cream Crackers

AVI LIMITED SNACK BISCUIT BRANDS/PRODUCTS:

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Founded in 1933, AVI Limited’s headquarters are based

in Johannesburg, South Africa, and they focus on the

Fast Moving Consumer Goods (FMCG) market.

❑ AVI Limited manufactures, processes, markets, sells, and

distributes branded food, beverage, footwear and cosmetic

products to consumers.

❑ The group’s shared services structure comprises of eight capital

areas which allows the company to take advantage of their scale.

These shared services include International, IT, Finance, Human

Resources, Logistics, Marketing, Procurement, as well as Field

Marketing.

❑ The group’s National Brands Snackworks division has a number

of manufacturing sites across South Africa, including Isando

(Johannesburg), Rosslyn (Pretoria) and Westmead (Durban).

❑ AVI Limited has annual environmental audits at each of their

manufacturing sites, which measures the environmental impact

according to legislation and company policies. In addition to this,

the group invested R16.6 million to upgrade its Indigo distribution

centre in their last financial year.

❑ Their brand portfolio comprises of National Brands’ Entyce

Beverages and Snackworks divisions – which includes biscuits

and snacks, I&J, Personal Care, and Footwear and Apparel.

❑ According to the group, the National Brands Snackworks division

holds a leading market share in many product categories and

operates according to the highest international standards.

SAMPLE FROM REPORT:AVI LIMITED: OVERVIEW

Source: WSJ; AVI-Company; AVI P1; AVI-P2; AVI 2018 Integrated Annual Report; Bakers Brands Image Source: AVI; Bakers; Brands of the World; Five Star Media; Your SA Shop

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SAMPLE FROM REPORT:CHECKERS: OVERVIEW

CheckersStores:

2018: 221 SA Stores

37 Hyper Stores

Checkers is a subsidiary of the Shoprite Group and is

the group’s second largest brand after its flagship

Shoprite brand. In 2017, the Shoprite Group’s trading

profit decreased by 1.4% to R8.0 billion and turnover

increased by 3.1% to R145.3 billion.

❑ There are currently a total of 255 Checkers and Checkers Hyper

stores in South Africa. The Shoprite Group is also planning on

opening an additional 15 Checkers outlets by June 2019.

❑ Checkers caters for consumers within the LSM 8 to 10 market and

focuses on fresh products, as well as specialty products like

coffee, cheese, and wine. Checkers stores are located in areas

with high population densities in order to attract the highest

possible customer numbers. Checkers has a range of in house

brands available in their shops across various product categories.

❑ Checkers’ in-house specialty departments include a butchery,

bakery, wine route, and cheese world. For additional convenience,

a Money Market, Computicket, and MediRite Pharmacy can be

found in selected stores.

❑ Checkers Hyper stores offer the same selection as Checkers, but

in a bulk format, to encourage consumers to shop in large

quantities. The range of merchandise is also wider with the

inclusion of household appliances, home improvement and

outdoor gear.

Source: HY Unaudited Results 31 December 2017; Shoprite Holdings Image Source: Shoprite; PNGTree; Behance

11This pricing analysis was conducted at retail stores and supermarkets.

SAMPLE FROM REPORT:SNACK BISCUITS PRICING ANALYSIS

BRAND AND SIZE

Bakers Cream

Crackers

200g R16.99 R16.99 R15.99 R14.08 R17.99 R16.99 R16.99 R16.99

400g R28.99 N/A R27.99 R24.08 R30.99 N/A R29.99 N/A

Bakers Kips 200g R24.99 R24.99 R22.99 R18.33 R24.49 R24.99 R24.29 N/A

Bakers Mini

Cheddars

4x25g Strip N/A N/A R11.99 N/A R13.49 N/A N/A N/A

33g R5.99 N/A R4.99 N/A R6.55 N/A N/A N/A

6x33g

Multipack R26.99 R26.99 R26.99 R24.95 R27.99 R26.99 R29.99 N/A

200g N/A R24.99 R22.99 R18.33 N/A N/A R25.29 N/A

Bakers Mini

Salticrax

33g N/A N/A R4.99 N/A R6.55 R5.99 N/A N/A

6x33g

Multipack R26.99 R26.99 R26.99 R22.71 N/A R26.99 N/A N/A

200g N/A N/A R19.99 R19.16 N/A N/A N/A N/A

Bakers Provita

Crackerbread125g R21.99 R22.99 R21.99 R20.95 R23.49 R21.99 R22.99 R22.99

2. Global Snack Biscuits Industry (13 pages):

2.1 Global Snack Biscuits Industry Overview (13 pages)

2.1 Global Industry Overview

2.2 Global Market Environment

2.3 Global Industry Imports: SWEET BISCUITS IMPORT VALUE: 2013-2017 (IN US$ MILLION); TOP 6 SWEET BISCUITS IMPORTING COUNTRIES: 2017 (IN US$ MILLION)

(Graphs)

2.4 Global Industry Exports: SWEET BISCUITS EXPORT VALUE: 2013-2017 (IN US$ MILLION); TOP 6 SWEET BISCUITS EXPORTING COUNTRIES: 2017 (IN US$ MILLION)

(Graphs)

2.5 Global Key Markets: Regional Overview: GLOBAL BISCUIT RETAIL SALES, BY REGION: 2018 (IN US$ BILLION) (Graph)

2.6 Global Key Markets: Europe & Asia-Pacific

2.7 Global Key Markets: North America & Middle East and Africa

2.8 Global Industry Trends

2.9 Global Industry Drivers

2.10 Global Industry Challenges

1. Executive Summary (3 pages):

1.1 Global Industry Snapshot

1.2 South African Industry Snapshot

1.3 Industry Drivers & Restraints

TABLE OF CONTENTS

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3. South African Biscuits Industry (55 pages):

3.1 South African Biscuits Industry Overview (28 pages)

3.1.1 South African Industry Overview

3.1.2 South African Market Environment: RETAILERS MANUFACTURING BISCUITS IN SOUTH AFRICA: 2017 (REVENUE SHARE IN ZAR MILLION) (Graph)

3.1.3 South African Imports and Exports: SWEET BISCUITS TOTAL EXPORT AND IMPORT VALUE: 2013-2017 (IN ZAR MILLION); CRISPBREAD TOTAL EXPORT AND IMPORT

VALUE (IN ZAR MILLION) (Graphs)

3.1.4 South African Industry Market: South African Sweet Biscuits & Savoury Snacks Market Definitions

3.1.5 South African Industry Market: South African Sweet Biscuits & Savoury Snacks Distribution Channel Definitions

3.1.6 South African Industry Market Size: Savoury Biscuits Market (2012-2017): VALUE OF SA SAVOURY BISCUITS MARKET: 2012-2017 (IN ZAR MILLION); SA SAVOURY

BISCUITS MARKET CAGR AND TOTAL GROWTH (IN PERCENTAGE) (Graph and Table)

3.1.7 South African Industry Market Size: Sweet Biscuits Market (2012-2017): VALUE OF SA SWEET BISCUITS MARKET: 2012-2017 (IN ZAR MILLION); SA SWEET

BISCUITS MARKET CAGR AND TOTAL GROWTH (IN PERCENTAGE) (Graph and Table)

3.1.8 South African Industry Market Size: Biscuits Market (2012-2017: By Category): VALUE OF SA BISCUITS MARKET BY CATEGORY: 2012-2017 (IN ZAR MILLION)

(Graph)

3.1.9 South African Industry Market Size: Sweet Biscuits Market (2012-2017: By Category): VALUE OF SA SWEET BISCUITS MARKET BY CATEGORY: 2012-2017 (IN ZAR

MILLION) (Graph)

3.1.10 South African Industry Market Size: Savoury Biscuits Market (Forecast: 2018*-2022*): VALUE OF SA SAVOURY BISCUITS MARKET: 2017 & 2022* (IN ZAR MILLION);

SA SAVOURY BISCUITS MARKET VALUE FORECAST BY CATEGORY (IN ZAR MILLION) (Graph and Table)

3.1.11 South African Industry Market Size: Sweet Biscuits Market (Forecast: 2018*-2022*): VALUE OF SA SWEET BISCUITS MARKET: 2017 & 2022* (IN ZAR MILLION); SA

SWEET BISCUITS MARKET VALUE FORECAST BY CATEGORY (IN ZAR MILLION) (Graph and Table)

3.1.12 South African Industry Market Size: Biscuits Market Volumes (2012-2022*): RETAIL VOLUME OF SA BISCUITS MARKET 2012-2022* (Table)

TABLE OF CONTENTS

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3. South African Snack Biscuits Industry Continued (55 pages):

3.1 South African Snack Biscuits Industry Overview Continued (28 pages)

3.1.13 South African Market Environment: Top Savoury Biscuit Companies: TOP SAVOURY BISCUIT COMPANIES IN SOUTH AFRICA: 2017 (REVENUE SHARE IN ZAR

MILLION); TOP SAVOURY BISCUIT COMPANIES: 2012 VS 2017 (REVENUE SHARE IN PERCENTAGE AND ZAR MILLION) (Graph and Table)

3.1.14 South African Market Environment: Top 10 Savoury Biscuit Brands: TOP 10 SAVOURY BISCUIT BRANDS IN SOUTH AFRICA: 2017 (REVENUE SHARE IN ZAR

MILLION); TOP 10 SAVOURY BISCUIT BRANDS: 2012 VS 2017 (REVENUE SHARE IN PERCENTAGE AND ZAR MILLION) (Graph and Table)

3.1.15 South African Market Environment: Top Sweet Biscuit Companies & Brands: TOP 3 SWEET BISCUIT COMPANIES: 2012 VS 2017 (REVENUE SHARE IN PERCENTAGE

AND ZAR MILLION); TOP 3 SWEET BISCUIT COMPANIES IN SOUTH AFRICA: 2017 (REVENUE SHARE IN ZAR MILLION); TOP 3 SWEET BISCUIT BRANDS: 2012 VS 2017

(REVENUE SHARE IN PERCENTAGE AND ZAR MILLION); TOP 3 SWEET BISCUIT BRANDS IN SOUTH AFRICA: 2017 (REVENUE SHARE IN ZAR MILLION) (Graphs and Tables)

3.1.16 South African Market Environment: Top Sweet Biscuit Companies (Per Category): TOP SWEET BISCUIT COMPANIES (PER CATEGORY) IN 2017 (MARKET SHARE IN

PERCENTAGE AND ZAR MILLION) (Table)

3.1.17 South African Market Environment: Top 3 Sweet Biscuit Brands (Per Category): TOP 3 SWEET BISCUIT BRANDS (PER CATEGORY) IN 2017 (REVENUE SHARE IN

PERCENTAGE AND ZAR MILLION) (Table)

3.1.18 South African Market Environment: Sweet Biscuits Distribution Channels: CHANNEL DISTRIBUTION FOR SWEET BISCUIT PRODUCTS: 2017; CHANNEL

DISTRIBUTION (2012 AND 2017) BY OUTLET TYPE (REVENUE SHARE IN PERCENTAGE AND ZAR MILLION) (Graph and Table)

3.1.19 South African Market Environment: Savoury Snacks Distribution Channels: CHANNEL DISTRIBUTION FOR SAVOURY SNACK PRODUCTS: 2017; CHANNEL

DISTRIBUTION (2012 AND 2017) BY OUTLET TYPE (REVENUE SHARE IN PERCENTAGE AND ZAR MILLION) (Graph and Table)

3.1.20 South African Industry Trends

3.1.21 South African Industry Drivers

3.1.22 South African Industry Challenges

TABLE OF CONTENTS

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3. South African Snack Biscuits Industry Continued (55 pages):

3.2 South African Snack Biscuits Manufacturing Overview (27 pages)

3.2.1 AVI Limited: Overview

3.2.2 AVI Limited: Financial Performance: KEY RESULTS FROM THE 2018 INTEGRATED ANNUAL REPORT (IN ZAR MILLION); GROUP REVENUE BY SEGMENT FROM THE

2018 INTEGRATED ANNUAL REPORT (IN ZAR MILLION); AVI LIMITED’S REVENUE BY DIVISION FOR THE FINANCIAL YEAR ENDED 30 JUNE 2018 (IN ZAR BILLION) (Tables

and Graph)

3.2.3 AVI Limited: Snack Biscuit Brands/Products

3.2.4 AVI Limited: Marketing: Bakers

3.2.5 Cape Cookies: Overview

3.2.6 Cape Cookies: Snack Biscuit Brands/Products

3.2.7 Continental Brands: Overview

3.2.8 Continental Brands: Snack Biscuit Brands/Products

3.2.9 De Kroes: Overview & Snack Biscuit Brands/Products

3.2.10 Mondelēz International: Overview

3.2.11 Mondelēz International: Financial Performance: KEY RESULTS FROM THE CONDENSED CONSOLIDATED STATEMENT OF EARNINGS (IN US$ MILLION); NET REVENUE

CONTRIBUTED BY REGIONS FOR THE THREE MONTHS ENDED 30 SEPTEMBER 2018 (IN US$ MILLION) (Table and Graph)

3.2.12 Mondelēz International: Snack Biscuit Brands/Products

3.2.13 Mondelēz International: Marketing

TABLE OF CONTENTS

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3. South African Snack Biscuits Industry Continued (55 pages):

3.2 South African Snack Biscuit Manufacturing Continued (27 pages)

3.2.14 Rieses Food Imports: Overview

3.2.15 Rieses Food Imports: Snack Biscuit Brands/Products

3.2.16 Stafford Bros & Draeger (Pty) Ltd: Overview

3.2.17 Stafford Bros & Draeger (Pty) Ltd: Snack Biscuit Brands/Products

3.2.18 World Finer Foods: Overview

3.2.19 World Finer Foods: Snack Biscuit Brands/Products

3.2.20 Snack Biscuit Manufacturers/Distributors: Other

4. South African Snack Biscuits Retail Analysis (34 pages)

4.1 South African Snack Biscuits Retails & Private Label Overview (24 pages)

4.1.1 SA Retail Overview

4.1.2 Checkers: Overview

4.1.3 Food Lover’s Market: Overview

4.1.4 Massmart: Overview

TABLE OF CONTENTS

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4. South African Snack Biscuits Retail Analysis (34 pages)

4.1 South African Snack Biscuits Retails & Private Label Overview (24 pages)

4.1.5 Pick n Pay: Overview

4.1.6 Pick n Pay: Financial Performance: KEY RESULTS FOR PICK N PAY IN SOUTH AFRICA FROM THE ANNUAL FINANCIAL STATEMENTS (IN ZAR MILLION); REVENUE FOR

PICK N PAY SOUTH AFRICA FOR THE YEAR ENDED 25 FEBRUARY 2018 (IN ZAR BILLION) (Table and Graph)

4.1.7 Pick n Pay: Snack Biscuit Brands/Products

4.1.8 Shoprite: Overview

4.1.9 Spar: Overview

4.1.10 Spar: Financial Performance: KEY RESULTS FROM THE UNAUDITED INTERIM RESULTS (IN ZAR MILLION) (Table)

4.1.11 Spar: Snack Biscuit Brands/Products

4.1.12 Woolworths: Overview

4.1.12 Woolworths: Financial Performance: KEY RESULTS FROM THE INTEGRATED ANNUAL REPORT (IN ZAR MILLION); WOOLWORTHS FOOD INCOME STATEMENT (IN ZAR

MILLION); TURNOVER AND CONCESSIONAL SALES FOR WOOLWORTHS FOOD FOR THE YEAR ENDED 24 JUNE 2018 (IN ZAR MILLION) (Tables and Graph)

4.1.13 Woolworths: Snack Biscuit Brands/Products

TABLE OF CONTENTS

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4. South African Snack Biscuits Retail Analysis Continued (34 pages)

4.2 South African Snack Biscuits Pricing Analysis (10 pages)

3.3.1 Snack Biscuit Pricing Analysis – Bakers Cream Crackers, Bakers Kips, Bakers Mini Cheddars, Bakers Mini Salticrax, Bakers Provita Crackerbread, Bakers

Provita Crispbread, Bakers Salticrax, Bakers Snacktime, Bakers Wheatsworth, Baumann’s Cream Crackers, Burger, Carr’s Melts, Carr’s Table Water,

Checkers Cream Crackers, Chelsea Snack Crackers, Finn Crisp Cracker Bread, Happy Hour Crunchy Puffs, Orgran Gluten Free Quinoa Crispbread, PnP

Melba Toast, PnP Muncheez, Ryvita Crunchy Rye Bread, Ryvita Fruit Crunch, Shoprite Ritebrand Cream Crackers, Snack Assortment, SnackCrax, Sonko

Matzo, SPAR Cracker Selection, SPAR Crackers, SPAR Cream Crackers, SPAR Mini Bites, Tait’s Crispbread, Tasty Treats Cheezy Bites, Tasty Treats

Cracker Mix, Tasty Treats Deep Sea Bites, Tasty Treats Krit, Tasty Treats Saltee, Tasty Treats Saltine Snax, Tasty Treats Snactive, Tasty Treats Trisk, Tasty

Treats Wheaton’s, TUC, VitaCrax, Woolworths Food Ancient Grain Bites, Woolworths Food Assorted Savoury Crackers, Woolworths Food Baked Crostini,

Woolworths Food Breadsticks, Woolworths Food Bruschetta, Woolworths Food Carb Clever, Woolworths Food Classic Toast, Woolworths Food Crackers

(circular shape), Woolworths Food Crackers (rectangular shape), Woolworths Food Free From Gluten, Woolworths Food Mini, Woolworths Food Mini

Sandwich Crackers, Woolworths Food Melba Toast, Woolworths Food Rye Crispbread, Woolworths Food Savoury Biscuit Selection, Woolworths Food

Snacker Biscuits, Woolworths Food Squares, Woolworths Food Squares for Cheese, Woolworths Food for Water Biscuits

– Comparative pricing at Checkers, Food Lover’s Market, Game, Makro, Pick n Pay, Shoprite, Spar, Woolworths

TABLE OF CONTENTS

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