Beloved Sweetie Pie Owner Beyers Chocolates Faces Liquidation

Beyers Chocolates, famous for its beloved Sweetie Pie soft marshmallow-filled treats and a major supplier to Woolworths, is gearing up to file for liquidation.

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

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The Financial Mail disclosed on Thursday that the company is initiating liquidation proceedings due to a commercial dispute regarding exclusivity with Woolworths, one of its primary clients.

Beyers produces the beloved Chuckles chocolate range for Woolworths, likely under a contract manufacturing agreement, even though the brand itself is owned by the retailer and features a wider product line, including ice cream.

Moneyweb attempted to contact Beyers for a comment on Friday, but there remains a possibility that the company could be saved. If it does close, many jobs could be jeopardized.

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

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The specific details of the commercial disagreement with Woolworths are not clear, with the Cape Town-based company stating in a holding announcement: “Woolworths cannot disclose specifics about our relationship with Beyers due to confidentiality issues.”

Beyers has been expanding its product range, including a collaboration with Shoprite’s Checkers chain last year, which opened a new Beyers Kiosk in the Checkers Chartwell Corner store in Johannesburg.

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

Chuckles …

In a statement on Friday, Woolworths confirmed that Chuckles will remain available in its stores, assuring there are no shortages.

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

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

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

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

Kees Beyers and the chocolate factory …

“At just 7 years old, Kees Beyers dreamed of owning a chocolate factory. He began selling sweet treats to friends and family, and by age 12, he commenced his training at the prestigious Piva School in Antwerp.

“Kees qualified as a pastry chef at Ter Groene Poorte in Bruges when he was only 17 years old. His commitment was demonstrated by the fact that between ages 13 and 17, Kees woke at 4:30 AM every weekend to work part-time for a confectioner in a nearby town,” it elaborates 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 original 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 just 20 years old, Kees Beyers Chocolates was founded,” it notes. Today, the company is simply referred to as Beyers.

“While Kees’ dream of owning a chocolate factory has become a reality, he continually strives to enhance his skills 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 ensure that all Beyers Chocolates meet his high standards for quality,” adds the brand profile.

Now, following the commercial dispute with Woolworths and the possibility of Beyers Chocolates’ imminent liquidation, this could signal the end of yet another iconic manufacturing enterprise in South Africa.

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