Cheryl Hunter (shelflife at’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!

  • MINISO to open 50 stores in SA
  • FCB Durban sees how salt runs with Cerebos
  • Cold-pressed juice from Sir Fruit

Gauteng first to get glimpse of MINISO

Japanese fashion and beauty retailer, MINISO, which operates more than 2000 stores in 50 countries, has officially launched in South Africa at Pretoria’s Menlyn Park Shopping Centre, with another 50 local stores in the pipeline.

MINISO South Africa Facebook cover imageInspired by a philosophy of fast fashion coupled with simplicity, MINISO updates its product offering every seven days and had global sales of US$1.5bn in 2016. Says Phoebe Dongxiang, MINISO HR director, “The range focuses on making high-quality products that are accessible, encouraging the personalised intelligent purchase trend. Our aim is to design and manufacture excellent goods at honest prices, taking into account the earth’s resources and the environment to fully respect nature and the essence of the product. The personalised, smart-shopping experience is what consumers in 2017 crave and we have an exceptional offering with something for everyone.”

Just four years, old, MINISO, a member of the Saiman Holdings Group, was cofounded in 2013 by Japanese designer, Miyake Junya and Chinese entrepreneur, Ye Guofu in Tokyo, Japan. It has several categories that showcase enormous variety including consumer goods, health and beauty, jewelry and accessories, creative homeware, digital products, stationary and gifts and seasonal products, to name a few.

MINISO stores are opening first in Gauteng and are available at Maponya Mall in Soweto and Menlyn Park Shopping Centre in Pretoria. The next stores set to open are in Forest Hill in Kyalami and Norwood Mall in Johannesburg. The Durban and Cape Town store launches will take place in September 2017.



Cerebos back in the running

SA salt brand, Cerebos, is back on our TV screens after a 20-year hiatus with a new animated TVC created by FCB Durban.

The ad tells the story of a little girl who dreams of one day experiencing snow. Unfortunately, she lives in one of the warmest towns in South Africa, so that dream is destined to be just that until her grandparents intervene — with a little help from Cerebos.

Says FCB Durban creative director, Brandon Govender, “Cerebos is an iconic brand and having created their previous TV commercials, including the engagingMasterpiece’, we gladly accepted the challenge to create something new and memorable. We wanted something out of the ordinary and decided it simply had to be animated. Tulips & Chimneys are the best in the business, and we’ve truly enjoyed working with them to bring the characters and story to life. It’s been a real labour of love for all involved, and we couldn’t be happier with the result.”

The free-flowing nature of Cerebos salt was the inspiration behind the “See How It Runs” line in the ad, which launched at the weekend on and SABC.



More juice from Sir Fruit

South Africa’s premium fruit juice, Sir Fruit, is taking its offering to the next level with a newly released cold pressed range.

Sir Fruit cold-press juice rangeSir Fruit’s brand manager, Taryn van Zyl, says: “You will not find a tastier, more-delicious cold-pressed juice out there. They are free from added sugar, preservatives, artificial flavours, colours or stabilisers. This is the king of juicing methods, which means the vibrant new range harvests the maximum amount of goodness from the fields. Cold-pressed juices remain true to the brand, naturally, with product integrity being the no. 1 priority. Unpasteurised and never heated, it’s only the good stuff.”

After various purchases, mergers and acquisitions, the company is now a totally independent entity owned by three Baker brothers.

The new variants include apple, beetroot, raspberry, orange, carrot and ginger; carrot, apple, orange, granadilla and ginger; and apple, cucumber, spinach, kale and mint. The range retails for R21.95 per 300ml and is available nationally.


Cheryl HunterShelf Life is’s weekly column covering all things new. Notify us of yours at shelflife at marklives dot com. Want to sponsor Shelf Life? Contact us here.

Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.

Sign up now for the MarkLives email newsletter every Monday and Thursday, now including headlines from the company newsroom service!

Online CPD Courses Psychology Online CPD Courses Marketing analytics software Marketing analytics software for small business Business management software Business accounting software Gearbox repair company Makeup artist