All Joy Foods

What All Joy Foods does

All Joy Foods is a South African food manufacturer founded in 1988, producing a broad portfolio of sauces, condiments, pastes, canned foods, and marinades from its manufacturing facility in Eikenhof, Johannesburg. The company's product range spans over 60 SKUs across tomato sauces (Platinum, standard, chilli, Best Buy value, Gold Band), Veri Peri African sauces (Dynamite, Mild, Hot, Lemon & Herb, Garlic variants), pasta sauces, spaghetti sauces, speciality sauces (sweet chilli, Worcestershire, chutneys, chakalaka), Big Squeeze condiment bottles, marinades, and the Earth Wise canned food line (diced tomatoes, whole peeled tomatoes, braai relish). In 2025, the company extended into the mayonnaise category with a Reduced Oil Mayonnaise variant.

The business serves two primary segments: South African home cooks and commercial kitchens, with products distributed through retail outlets across South Africa in multiple sizes (250ML to 5L) to address both household and bulk/foodservice use cases. Pricing is not publicly disclosed, but the multi-tier product architecture (value, standard, premium) enables price-segment coverage. All Joy Foods operates under the holding company African Heritage Investment Limited, listed on the Johannesburg Stock Exchange as AHL:JSE, and maintains wholly-owned subsidiaries Dursots (food manufacturing and sales) and Eastern Trading Company (trading and distribution). Certifications include SANHA Kosher and BBBEE compliance.

Recent corporate activity signals turbulence: leadership disruptions including the 2020 CEO retirement, 2021 passing of the Chairman, and director resignations in 2024 and 2025. A material 2025 Scheme of Arrangement was announced via SENS, indicating ongoing corporate restructuring. The company maintains marketing presence via its website, social media (Facebook, Twitter, TikTok, WhatsApp), recipe content, and email newsletter. Manufacturing relies on locally grown ingredients, with the company explicitly positioning itself as a proudly South African brand.

Name

All Joy Foods

Legal name

All-Joy Foods

Website

https://alljoy.co.za

Company type

Public

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Sauces, condiments and canned food manufacturing

NAICS

Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941), Seasoning and Dressing Manufacturing (31194), Fruit and Vegetable Canning, Pickling, and Drying (31142), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Condiments, Sauces & Dressings (CRADAAAB)

akta.pro secondary industries

Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM), Wet Seasonings & Pastes (Curry Pastes, Harissa, Gochujang, Spice Pastes) (AFAJANAI)

Keywords

• Tomato sauce manufacturing
• Seasoning pastes
• Peri-peri sauces
• Canned food products
• Marinades and condiments

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Distribution channels1 record

Marketing channels4 records

Core offering

All Joy Foods manufactures and distributes a wide range of premium seasoning pastes, tomato sauces, peri-peri sauces, pasta sauces, spaghetti sauces, speciality sauces, marinades, and canned tomato-based foods using locally grown ingredients. Products are offered in multiple flavours and sizes, serving both home cooks and commercial kitchens across South Africa through retail outlets and brand-marketing channels.

Product overview

All Joy Foods is a proudly South African food manufacturer established in 1988, producing a diverse portfolio of sauces, condiments, canned foods, and marinades. The product portfolio consists of multiple categories: Tomato Sauces (including Platinum, Standard, Chilli, Best Buy Value, and Gold Band variants in sizes from 750ML to 5L), Veri Peri African Sauces (featuring Hot, Medium, Mild, Garlic, Lemon & Herb, Dynamite, and Veri Hot variants at 250ML), Pasta Sauces (Extra Garlic & Onion, Tomato and Basil, Hot and Spicy, Tomato and Herb, and Braised Vegetable at 440G), Spaghetti Sauces (Meat Flavoured, Mushroom, Plain, Classic, and Bolognaise at 820G), Speciality Sauces (Sweet Chilli, Chilli Garlic, Soya, Worcestershire in regular and spicy, Fruit Chutneys in Hot/Mild/Peach, and Chilli Chakalaka), Tomato Products (Gourmet Puree, Hot & Spicy Salsa, Tomato Paste Sachet), Big Squeeze Sauces (Hotdog, BBQ, Mustard, Chilli, Tomato at 500ML), Marinades (Meat, Spare Rib, and Chicken at 750G), Canned Foods under Earth Wise Range (Diced Tomatoes with various ingredients in olive oil, Whole Peeled, Fresh Cut, Chunky Braai Relish, Diced Onions) and All Joy Range (Chakalaka Hot/Mild, Baked Beans, Whole Peeled/Chopped/Crushed Tomatoes), plus the new Reduced Oil Mayonnaise. The company also operates under the AH-VEST Ltd parent company listed on the JSE, serving both home and commercial cooking markets.

Differentiator

Problem solved

Functional benefit

Brands

• Earth Wise Range: Canned food products line including diced tomatoes, peeled tomatoes, and chunky braai relish
• Veri Peri
• All Joy Reduced Oil Mayo

Products and services

• All Joy Tomato Sauce range (Standard, Chilli, Platinum, Best Buy, Gold Band) Tomato-based table sauces in standard, chilli, premium, value (Best Buy), and Gold Band variants across 750ML, 2L, and 5L pack sizes for home and commercial cooking.
• Veri Peri African Peri-Peri Sauces African-style peri-peri sauces in Dynamite, Veri Hot, Hot, Medium, Mild, Garlic, and Lemon & Herb variants at 250ML, made with African bird's eye chilli for home cooking and food service applications.
• All Joy Pasta Sauces Ready-to-use pasta sauces in Extra Garlic & Onion, Tomato and Basil, Hot and Spicy, Tomato and Herb, and Braised Vegetable variants at 440G, formulated with tomato paste and added herbs or vegetables for pasta dishes.
• All Joy Spaghetti Sauces Spaghetti sauces in Meat Flavoured, Mushroom, Plain, Classic, and Bolognaise variants at 820G, including textured vegetable protein and herbs for traditional Italian-style pasta dishes.
• All Joy Speciality Sauces and Condiments Speciality sauces and condiments including Sweet Chilli (Hot and Mild), Chilli & Garlic, Soya, Worcestershire (Regular and Spicy), Fruit Chutneys (Hot, Mild, Peach), and Chilli Chakalaka, in various pack sizes from 250ML to 840G for diverse cooking and table applications.
• All Joy Tomato Products Tomato-based products including Gourmet Tomato Puree (410G), Hot & Spicy Salsa with mixed peppers (375ML), and All Joy Tomato Paste Sachet (50G) for cooking applications requiring concentrated tomato bases or salsa-style condiments.
• All Joy Big Squeeze Sauces Squeeze-bottle table sauces in 500ML format including Big Hotdog Sauce, Big Barbeque Sauce, Big Mustard Sauce, Big Chilli Sauce, and Big Red Tomato Sauce for convenient tabletop dispensing.
• All Joy Marinades Ready-to-use marinades at 750G in Meat Marinade (vinegar and spice base), Spare Rib Marinade (tomato and worcestershire base), and Chicken Marinade (lemon and garlic base) for meat preparation.
• Earth Wise Range Canned Foods Earth Wise sub-brand canned foods at 250G and 400G including Diced Onions in Water, Chunky Braai Relish, Peeled Diced Tomato (Fresh Cut), Diced Tomato & Onion, Diced Tomato & Basil in Olive Oil, Diced Tomato & Mint in Olive Oil, Diced Tomato & Pepper in Olive Oil, and Whole Peeled Tomato.
• All Joy Canned Tomato Foods All Joy-branded canned tomato foods at 500G including Whole Peeled Tomato, Peeled & Chopped Tomatoes, Peeled & Crushed Tomatoes, Hot & Spicy Chakalaka, and Baked Beans in Tomato Sauce for traditional South African side dishes and cooking bases.
• All Joy Reduced Oil Mayonnaise Reduced-oil mayonnaise in 750G pack, marketed as smooth with a velvet texture, suitable for spreading, dipping, and mixing into dishes.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Clover: South African dairy and packaged-foods company with sauces, condiments, and marinades competing for the same home-cook shelf space.
• Tiger Brands: Largest South African CPG company with dominant tomato sauce and canned-food brands (All Gold, KOO) that directly compete with All Joy's core categories across retail.
• McCormick & Company: Global seasonings, sauces, and marinade manufacturer comparable to All Joy's seasoning pastes, marinades, and specialty sauce lines.
• Premier FMCG: South African CPG manufacturer with significant presence in condiments, sauces, and canned foods distributed through the same grocery channels as All Joy.
• Kraft Heinz: Global sauce and condiment manufacturer with tomato sauce and condiments portfolio that competes with All Joy in the broader category architecture and supply benchmarking.
• Pioneer Foods (now part of PepsiCo South Africa): Major South African packaged-foods manufacturer with broad condiments, sauces, and canned-vegetable portfolios overlapping All Joy's product mix through retail and foodservice.

Direct peers

• Symington's: UK-based manufacturer of sauces, condiments, and marinades (e.g., Levi Roots, Mama's Sauce & Marinade) covering the same packaged condiment and pasta-sauce use cases as All Joy.
• Mrs H.S. Ball's: Iconic South African chutney brand that competes directly with All Joy's fruit chutney range for condiment shelf space in retail.
• Nando's Peri-Peri Sauce: Peri-peri sauce brand owned by Nando's Group Holdings — direct overlap with All Joy's Veri Peri African Sauce line across retail in South Africa.
• Hinds Spices: South African spice, seasoning, and sauce brand with overlapping spice-blend, marinade, and cooking-sauce categories sold through the same retail channels as All Joy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• TikToktiktok.com/en
• Facebookfacebook.com/100067318344623
• LinkedInlinkedin.com/company/joy-foods-limited

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

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 All Joy Foods