RFG Strengthens Position In Beverage Market With BOS Partnership

Rhodes Food Group (RFG) has entered into an exciting partnership with BOS Brands to manage all sales and distribution of BOS products in sub-Saharan Africa from March this year.

This extends the partnership which saw RFG take on the packaging of part of the BOS portfolio last year.

BOS produces an iconic range of healthy and colourfully branded rooibos ice teas, sports drinks and organic rooibos tea.

RFG CEO Bruce Henderson said the agreement with BOS strengthens RFG’s position in the southern African beverages segment “as we now have our own strong Rhodes fruit juice brand alongside the leading player in the premium ice tea market”.

After only entering the fruit juice market in 2015 RFG is now the country’s second-largest producer of long life juice with over 20% market share, while the Rhodes brand has gained over 14% of the fruit juice market.

“BOS is a brand which we have admired since it was launched in 2010. We will work together with BOS in developing new products, with BOS continuing to manage the brand marketing and communication strategies. We are confident that the agreement will enhance synergies and create further growth opportunities for both companies,” said Henderson.

BOS will double its current reach into the retail sector through the RFG relationship. Partnering with RFG to increase its footprint in southern Africa comes at a time when BOS Brands is expanding its international presence as the company strives to build a global beverage brand inspired by its South African roots.

BOS currently has a 12% share of the retail ice tea market and through the partnership with RFG are targeting to grow this share to 25% in the long term.