Lucky Star, owned by the Oceana Group, has been crowned the #1 Iconic Brand in Mzansi at the AskAfrika Icon Brands 2023/2024 Awards. As it celebrates this milestone, Lucky Star is tackling challenges and seizing new opportunities to maintain its iconic status in the market.
Tackling Counterfeit Pilchards
Despite its success, Lucky Star faces the pressing issue of counterfeit products. A recent police raid in Daveyton, Gauteng, uncovered counterfeit Lucky Star canned pilchards. Authorities arrested seven undocumented individuals for altering expiry dates on expired fish stock.
Oceana clarified that the counterfeit products were not genuine Lucky Star items but substandard imports originally meant for Woolworths, which were illegally relabelled. To ensure that consumers don’t buy unsafe labeled Lucky Star products, the company issued guidelines on spotting authentic products, focusing on label quality, print clarity, and unique product codes. Lucky Star is reinforcing its commitment to consumer safety and protecting its reputation.
Introducing New Products
In addition to combating counterfeiting, Lucky Star is expanding its product portfolio with innovative offerings. The brand recently launched 2-Minute Noodles and canned chicken livers in gravy to meet evolving consumer needs.
The canned chicken livers are designed for smaller African markets such as Botswana, Namibia, and Zimbabwe, where canned and corned meats are dietary staples. Meanwhile, the 2-Minute Noodles cater to consumers seeking quick and convenient meal solutions, appealing to both affordability and ease of preparation.
Balancing Recognition and Challenges
Winning the AskAfrika Icon Brands Award proves Lucky Star’s status as a household favorite, but the journey doesn’t end there. While counterfeit products pose a threat to consumer trust, Oceana’s proactive measures and innovative product launches demonstrate its resilience and adaptability. By protecting its legacy and embracing new opportunities, Lucky Star continues to set the standard as a trusted, iconic South African brand.
For the Lucky Star products, visit reputable supermarkets.
Read more: Lucky Star| Woolworth| Pat on Brands
