By Noko Mashilo
Tebogo Masike is making significant strides in the candy manufacturing industry. His entrepreneurial journey began over 20 years ago in the marketing sector, with 12 years dedicated to developing sweet brands that contributed to South Africa’s economic growth. Today, his innovation and resilience have led him to establish his own candy manufacturing company.
In an interview with Vutivi News, Masike shared that his goal is to produce a wide range of confectionery products through his company, Nungu Candy, which specialises in hardboiled sweets. “Our flagship brand is Zeli, named after a colloquial township term for sweets. Zeli comes in six variants: clear peppermint, green menthol, blackberry, blueberry, black cherry and chili berry,” he said. Masike proudly added that Zeli was already available in wholesale outlets and cash-and-carry stores across the country.
Masike chose the confectionery business due to its vast, often overlooked market potential. “Sweets are a staple in children’s lives, yet, many fail to understand the breadth of this market,” he explained. Zeli was launched in 2021, born out of Masike’s decision to start his own brand after COVID-19 restrictions curtailed in-person product activations. “I realised there was no black-owned sweet manufacturing company in South Africa, and that pushed me to create Zeli,” he added.
In terms of compliance, Masike emphasised the stringent standards required in the candy industry. “We adhere to food safety regulations, including halaal certification through the South African National Halaal Association. Entering the retail space requires meeting food safety standards like ISO and International Food Standards (IFS), which can take up to three years. “Regular audits ensure our processes, cleanliness, and product quality meet the necessary criteria,” he explained.
For Masike, candy is more than just a treat – it is a are a source of joy and nostalgia. “There’s nothing quite like seeing the happiness sweets bring to children. Sweets are simple, but they brighten their day,” he said. As part of his commitment to social responsibility, Masike organises soccer tournaments for children in various townships, aligning with his company’s motto, “Lift as we rise”. “These tournaments provide kids with the opportunity to develop both physically and mentally through sports,” he noted.
Looking ahead, Masike aims to have Zeli stocked in major retail stores. Zeli comes in 288g packets containing 72 sweets, priced at R14. The factory, based in Kya Sands, north of Johannesburg, currently employs 20 people.
