Marcel’s Frozen Yoghurt broadens presence with new store launches

SOUTH AFRICA – Marcel’s Frozen Yoghurt, a player in South Africa’s frozen dessert market, continues its expansion with the opening of a new store at Ballito Junction and another set to launch soon at SPAR Groote Schuur.

Established in Stellenbosch in 1989, Marcel’s introduced South Africans to a healthier frozen dessert alternative, using an over-the-counter service model that differentiated it in a less crowded market.

Today, the brand operates 26 corporate and franchised stores, distributes packaged retail products across seven African countries, and manufactures private-label products for major retailers such as Spar, Pick n Pay, and Checkers.

Nicole Westvig, managing director of Marcel’s, attributes the brand’s longevity to consistency and a commitment to product quality.

“From the beginning, Marcel’s has prioritized premium, all-natural ingredients. This focus on integrity has earned us over 50 awards at the SA Dairy Championships, including the Qualité Award eight times,” she explained.

Marcel’s retail offerings extend beyond its outlets, with frozen yoghurt and preservative-free drinking yoghurts available in various formats. Its English Toffee flavour remains a bestseller, alongside staples like Strawberry, Chocolate, and Vanilla.

The company has also introduced innovative products such as frozen yoghurt cakes to cater to evolving consumer preferences.

Despite its success, Marcel’s faces challenges in a strained retail environment compounded by the impacts of the COVID-19 pandemic and changing consumer behaviors.

Seasonal products like frozen desserts are particularly affected, yet the brand has used the period to identify opportunities for growth.

“There is vast potential for national expansion, and we are actively exploring international markets. In the past six months alone, we’ve opened two new franchised stores and acquired a second brand to compete in the ‘healthier choice’ food segment,” Westvig noted.

Corporate-owned outlets allow for direct customer engagement and swift adaptation to market trends, while the franchise model drives expansion and reinvestment into production, new product development, and marketing.

Marcel’s emphasizes hands-on franchisee involvement to maintain consistency across all locations.

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