Fore Good will take holistic responsibility for the brands which include distribution, sales, merchandising, marketing, strategic business development and key account relationship management. The deal also involves the group's team working closely with P&G Geneva's commercial and brand teams.
Gregor Forbes, director of development and export markets CEEMEA (Central Eastern Europe Middle East & Africa) says, “Our region spans over 100 countries and South Africa is one of our top three key strategic markets. It was paramount that we found a partner that could give sharp focus on our specialist brands and channels both in sales and distribution but also in below-the-line marketing capability. Foregood have an outstanding track record in building leading brands in collaboration with the brand owners. We are excited about the prospect of them managing the Pringles and Braun brands.”
Pringles enjoys over US$1.6 Billion sales in more than 130 countries and will complement Fore Good's established snacks business.
Braun is a global leader in the small domestic appliance category. Fore Good's primary focus on Braun will be beauty and personal care.
Fore Good Investments' Chairman, Selwyn Smith concludes, "We have been in talks and negotiations with P&G for almost five months and we have built a consummate and synergistic relationship with the team in Geneva. The foundation of the agreement is based on a pervasive and transparent partnership which I foresee will deliver exponential success for P&G, Fore Good and all its people."
