A beloved household brand introduces a bolder snacking experience while staying true to its heritage
Few brands have become as deeply woven into South African culture as Simba, whose iconic chips have accompanied everything from family braais and road trips to school lunch breaks and sporting celebrations for generations. Now, the beloved snack brand is entering a new chapter with the launch of its Thicker Cut potato chip, a product innovation designed to deliver more flavour, a heartier crunch, and an elevated snacking experience without losing the taste consumers have come to know and love.
The introduction of the Thicker Cut chip represents more than a simple product refresh. It reflects the brand’s ongoing commitment to evolving with consumer preferences while maintaining the qualities that have made Simba a trusted household name for decades.
A Bigger Crunch, More Flavour
At the heart of the launch is a simple idea: enhancing the elements consumers enjoy most. The new Thicker Cut chip features a thicker slice and deeper ridges, allowing it to hold more seasoning and deliver a fuller flavour experience with every bite.
The result is a chip that offers greater texture and crunch while preserving the signature taste that has defined Simba’s identity for decades. It is a subtle yet meaningful evolution, designed to make familiar flavours feel even more satisfying.
Alongside the product enhancement, Simba has also unveiled refreshed packaging that reflects the energy and boldness of the new range. The updated design not only creates stronger shelf appeal but also helps maintain the freshness and crispness consumers expect.
Bringing the Experience to Life
To celebrate the launch, Simba transformed Montecasino into a larger-than-life playground with its Giant Chip activation. The experiential installation invited consumers to step into the world of the new Thicker Cut chip and experience the product’s defining features engagingly and memorably.
At the centre of the activation stood a giant chip installation, symbolising the scale of the product upgrade and creating a visual statement that was impossible to miss. Visitors were treated to product sampling, interactive games and immersive brand experiences designed to showcase the chip’s enhanced ridges, bold flavour retention and satisfying crunch.
More than a product showcase, the activation reflected Simba’s understanding of the role its snacks play in bringing people together. It transformed a simple product launch into a shared experience centred around enjoyment, connection, and fun.
Building on a Legacy
For a brand that has been part of South African households for generations, innovation is as much about listening to consumers as it is about introducing something new. The Thicker Cut chip is a response to changing tastes and expectations while remaining firmly rooted in the qualities that have built Simba’s enduring appeal.
According to Raylene Barlow, Senior Brand Manager at Simba, the launch reflects the brand’s dedication to continuously improving its offering while staying true to its heritage.
“Consumers have always associated Simba with great taste and memorable moments shared with family and friends. The Thicker Cut chip allows us to deliver an even more enjoyable flavour experience while staying true to the product people know and love.”
The launch demonstrates how established brands can evolve without losing the authenticity that made them successful in the first place.
The Next Chapter of the Roar
As South Africans discover the new Thicker Cut chip, Simba continues to build on a legacy rooted in flavour, enjoyment, and togetherness. Rather than reinventing itself, the brand has chosen to elevate what consumers already love, proving that even the most familiar favourites can find new ways to surprise and delight.
With a bigger crunch, bolder flavour and refreshed look, the Thicker Cut chip signals the next evolution of a South African icon, ensuring that the unmistakable Simba roar remains part of everyday moments for generations to come.
