The partnership came about after Kraft Foods CEO, Lawrence MacDougall, heard an interview with Awethu founder, Yusuf Randera-Rees, on Talk Radio 702. Dedicated to identifying and nurturing potential entrepreneurial talent among South Africa’s previously disadvantaged, Awethu’s mission is to unlock the wealth of untapped entrepreneurial talent in South Africa.

“I was struck by Randera-Rees’ passion to assist entrepreneurs break down the barriers to becoming successful business people,” says MacDougall. “Enterprise development is high on the Kraft Foods agenda and we jumped at the chance to get involved in this incredible project.”

Through the Awethu Project’s youth entrepreneurship programme, which aims to produce world-class entrepreneurs from under-resourced backgrounds in South Africa, the units will be sold to spaza shops, hawkers and general dealers in Alexandra, Johannesburg from November. The pre-packed units offer 257 pieces of confectionery, including the popular flavours of Halls Cherry (72 pieces), Chappies Watermelon (125 pieces) and Cadbury Eclairs (60 pieces) at an RSP (recommended selling price) of R38.00.

Kraft Foods will be partnering with one of Awethu’s first entrepreneurs, Christopher Pienaar (32), who started selling bread door-to-door in Alexandra last year. “It is hugely significant that one of our first Awethu entrepreneurs is now partnering with Kraft Foods, not as a recipient of charity, but as a provider of services that are of value to one of the world's leading food brands," enthuses Randera-Rees.

Offering Kraft Foods’ trademark great taste and excellent value, the new 3-in-1 unit is sure to be a hit with retailers and consumers alike. “Sugar confectionery is a sizeable category worldwide, particularly relevant in developing markets with the affordable formats it is sold in,” explains Meredith Kelly, Kraft Foods category leader: candy. “We are very excited to partner with Awethu and offer entrepreneurs a product that has huge growth potential and attractive profit margins.”