What DairyBelle does

DairyBelle is a South African food and beverage company headquartered in Johannesburg that produces and sells a multi-category portfolio of consumer food products and operates a branded restaurant concept. Its product range spans fresh dairy (full cream milk, yoghurt, farmhouse cheddar and other cheeses), premium coffee sourced from Ethiopia, Tanzania and Burundi under fair-trade arrangements, handcrafted preservative-free hot sauces (peri-peri, cayenne, chipotle, pineapple), chocolate confectionery, frozen meals (pizza, pasta) under a "DairyBelle At Home" line, and grab-and-go convenience items (smoothies, snacks). The company also maintains numerous legacy sub-brands including Easy-Slices, Real Blue, Handy-sub, Striker, In Shape, Vita Fruits, Super-slices and Fiesta. It positions itself as an iconic heritage brand with over 100 years of history, serving families and individual consumers.

The business operates through several go-to-market motions. It sells consumer packaged goods through retail and wholesale distribution channels; it runs DairyBelle Emporium restaurant/café locations in Sandton (Katherine & West) and Rosebank (Oxford & Glenhove), Johannesburg, offering dine-in and takeaway; it fulfills direct-to-consumer online orders via its catalogue website (catalogue.dairybelle.com); and it uses a third-party delivery partnership with Uber Eats for the Emporium meals. Revenue mechanics are therefore a mix of transaction-based food-and-beverage sales at the restaurants and via delivery, and product sales through retail channels.

DairyBelle is a privately held, apparently independent company with no disclosed parent, private equity, or venture backing, and reports 501–1,000 employees. It is not a technology company: no proprietary software, platform, or AI capability is referenced in the source material. Founding date is stated inconsistently across sources (1899 in firmographics, circa 1924 elsewhere), but both align with the "over 100 years" heritage claim. No revenue, pricing, or financial figures are publicly disclosed.

Name

DairyBelle

Legal name

DairyBelle

Website

https://dairybelle.com

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

501–1,000 employees

Short description

DairyBelle is a South African food and beverage company producing dairy, coffee, sauces, chocolate and convenience foods, and operating DairyBelle Emporium restaurants in Johannesburg, serving families and individual consumers through retail, online ordering, and delivery.

Ownership category

akta.pro rank

Product category

Dairy and Consumer Food Products

NAICS

Dairy Product Manufacturing (3115), Dairy Product (except Frozen) Manufacturing (31151), Fluid Milk Manufacturing (311511)

SIC

Dairy Products (2020)

akta.pro primary industry

Cheese Powder, Sauce & Flavor Systems Manufacturing (AFAHABAE)

akta.pro secondary industries

Fermented Drinkable Dairy (Lassi, Ayran, Doogh, Chaas/Buttermilk Drinks) (AFAHAIAB), Dairy-Based Beverages Manufacturing (Flavored Milk, Lassi, Drinkable Yogurt) (AFAKAKAH), Coffee & Tea Dairy Beverages (Iced Latte/Milk Coffee, Milk Tea, Chai-Based Dairy Drinks) (AFAHAIAF)

Keywords

• Dairy food products
• Consumer packaged goods
• Restaurant cafe dining
• Sustainable coffee roasting
• Frozen convenience meals

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Restaurant/Hospitality Services: DairyBelle Emporium restaurants provide dine-in and takeaway experiences, generating revenue through food and beverage sales. The restaurants are located in Sandton and Rosebank, Johannesburg, South Africa.
2. Consumer Packaged Goods (CPG) Retail Products: Sale of branded food products including dairy (milk, cheese, yoghurt), coffee, chocolate/confectionery, sauces (peri-peri, cayenne, chipotle, pineapple), convenience foods (smoothies, snacks), and frozen meals (pizza, pasta). Products are sold through retail channels and direct-to-consumer online ordering.
3. Food Delivery Services: Partnership with Uber Eats for third-party delivery of DairyBelle Emporium meals to consumer homes, generating revenue through food sales with delivery fees.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

DairyBelle manufactures, distributes, and sells a multi-category portfolio of branded consumer dairy and food products—including milk, farmhouse cheddar cheese, yogurt, hot sauces, coffee, chocolate, frozen pizzas and pastas, smoothies and snacks—through retail channels and direct-to-consumer ordering in South Africa. The company also operates the DairyBelle Emporium restaurant/café concept offering dine-in, takeaway, and delivery (via Uber Eats) at physical locations in Sandton and Rosebank, Johannesburg. A Barcelona, Spain Emporium is announced as coming soon.

Product overview

DairyBelle is an iconic South African dairy and food brand with over 100 years of heritage. The company operates as a multi-category consumer goods producer and restaurant operator. Its product portfolio is organized into several distinct lines: DairyBelle Emporium (restaurant/cafe experience with locations in Sandton and Rosebank), DairyBelle At Home (frozen pizzas, pastas, and cheese for home cooking), DairyBelle Coffee (sustainably sourced African coffee), DairyBelle Convenience (smoothies and grab-and-go snacks), DairyBelle Indulgence (chocolate confectionery), DairyBelle Sauce (handcrafted hot sauces), and DairyBelle Dairy (yogurt, cheddar cheese, and full cream milk). Additionally, the company maintains multiple sub-brands including Easy-Slices, Real Blue, Handy-sub, Striker, In Shape, Vita Fruits, Super-slices, Fiesta, and Active Health Peanuts Raisins for specialized snack and dairy segments.

Differentiator

Problem solved

Functional benefit

Brands

• DairyBelle Emporium: Restaurant and café dining experience offering homemade meals, coffee, and wine in Sandton and Rosebank, South Africa
• DairyBelle Coffee
• DairyBelle At Home
• DairyBelle Convenience
• DairyBelle Indulgence
• DairyBelle Sauce
• DairyBelle Dairy

Products and services

• DairyBelle Emporium Café and restaurant dining experience offering homemade meals (bakery items, toasteds, croissants, breakfast, salads, burgers, beef dishes, seafood, chicken, rice dishes, pasta, pizza), coffee, and wine for dine-in and takeaway at locations in Sandton (Katherine & West and Oxford & Glenhove) and Rosebank, Johannesburg; available via Uber Eats delivery.
• DairyBelle Dairy Range of fresh dairy products including full cream milk, farmhouse cheddar cheese (sliced, grated, or for cooking), yogurt in multiple flavors (Peach & Apricot, Fruit Cocktail, Strawberry) with fruit pieces and a screw cap, plus sub-brand cheese lines such as Easy-Slices, Real Blue, Super-slices, and Striker aimed at family and on-the-go consumption.
• DairyBelle Coffee Premium coffee line featuring an Original Blend sustainably and ethically sourced through fair-trade partnerships with farmers in Ethiopia, Tanzania, and Burundi, with an emphasis on environmental conservation.
• DairyBelle Sauce Handcrafted, preservative-free hot sauce range made from organically grown African chillies using sustainable farming methods, available in Peri-Peri (Hot & Tangy), Cayenne (Hot), Chipotle (Medium Hot), and Pineapple (Mild & Sweet) varieties, all fair-trade and sustainably sourced.
• DairyBelle At Home Frozen food line for home preparation, including frozen pizzas, pastas, and cheese products (sliced or grated) intended to deliver restaurant-quality meals at home.
• DairyBelle Convenience Grab-and-go product line featuring smoothies in various flavors and on-the-go snacks made with natural flavors and vitamins, suited to lunchboxes, the office, or home consumption.
• DairyBelle Indulgence Premium chocolate product range including Creamy Milk Chocolate and Classic Dark Chocolate positioned as a smooth, silky-tasting indulgent treat.
• DairyBelle Specialty & Snack Sub-brands (Handy-sub, Striker, In Shape, Vita Fruits, Fiesta, Active Health Peanuts Raisins) Portfolio of specialized dairy and snack sub-brands targeting distinct consumer occasions: Handy-sub (sub-sandwich style snack), Striker (snack line), In Shape (health-focused), Vita Fruits (fruit-based), Fiesta (festive/celebration-themed), and Active Health Peanuts Raisins (nut and dried fruit snack).

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Clover: One of South Africa's largest dairy companies producing milk, cheese, yogurt, and other dairy products for retail and foodservice. Directly comparable as a South African dairy CPG company with similar product categories and customer base.
• Parmalat South Africa: Major dairy processor with a strong South African presence producing milk, cheese, yogurt, and dairy-based beverages. Comparable as a multi-category dairy manufacturer competing for the same retail and foodservice customers.
• Fair Cape Dairies: South African dairy company producing milk, flavored milk, yogurt, cheese, and other dairy products. Comparable as a regional South African dairy brand with overlapping product portfolio and target market.
• Lancewood: South African dairy company specializing in cheese, yogurt, and other dairy products. Comparable as a multi-product dairy CPG brand serving the same South African consumer market with overlapping product lines.
• Tiger Brands: One of South Africa's largest branded food manufacturers with a diversified portfolio spanning dairy, baked goods, snacks, and convenience foods. Comparable as a multi-category South African CPG company with a similar broad product strategy.

Broad incumbents

• Danone: Global dairy and plant-based foods company with significant presence in dairy products, yogurt, and beverages. Comparable as a larger incumbent in the dairy and yogurt categories that DairyBelle operates in, though Danone operates globally with significantly greater scale.
• Nestlé South Africa: Global CPG giant with extensive South African presence in dairy, coffee, chocolate, and convenience foods. Comparable as a broad incumbent operating across multiple of DairyBelle's product categories, including coffee and dairy, with much greater scale.

Regional players

• Spur Corporation: South African restaurant group operating casual dining chains. Comparable as a South African restaurant operator, though focused on sit-down family dining rather than the café/deli hybrid model of DairyBelle Emporium.
• Famous Brands: South Africa's largest restaurant franchisor with brands spanning quick-service to casual dining. Comparable as a South African restaurant operator with vertical integration into food manufacturing for its franchise network, similar to DairyBelle's owned restaurant and CPG model.

Others

• Pick n Pay: Major South African grocery retailer that stocks DairyBelle's CPG products. Listed as a key distribution and channel partner for DairyBelle's retail products, though not a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/dairybellesa
• YouTubeyoutube.com/@dairybelle6836
• Facebookfacebook.com/dairybelle
• LinkedInlinkedin.com/company/dairy-belle
• Instagraminstagram.com/dairybelle

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DairyBelle