RCL Foods enters pet care market with R695m acquisition

RCL Foods has taken a major step to aggressively diversify its portfolio, signing a binding agreement to acquire Martin & Martin (Pty) Ltd from Simrose Overseas SA for R695 million.

The deal, confirmed in a Sens announcement on Tuesday, marks a strategic pivot for the food giant as it seeks to move beyond its traditional dry food stronghold and capture the high-growth “wet” pet food and broader pet care categories.

The acquisition brings a suite of household names under the RCL Foods umbrella, including Husky, Pamper, Beeno, and Bob Martin. This portfolio includes wet dog and cat foods, biscuits, treats, and specialised pet care items – segments in which RCL Foods currently has limited participation.

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RCL Foods CEO Paul Cruickshank says the move is designed to accelerate the group’s presence in sectors driven by the “humanisation of pets”.

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As consumers increasingly view pets as family members, the demand for products that improve their quality of life and longevity has turned the pet care sector into an attractive growth engine for value-added branded goods.

Synergies and local manufacturing

For Martin & Martin, the transaction offers entry into a larger, more diversified group.

Managing director Brendan Hayes says the partnership will allow the brand to leverage RCL Foods’s extensive expertise and central business resources to drive innovation.

“Joining forces with RCL Foods would mark a significant milestone in Martin & Martin’s journey. We are excited about the strong synergies this partnership would bring, enabling us to serve the market with a broader range of innovative products,” says Hayes.

The deal also provides a boost for local production, with RCL Foods planning to use its operational capabilities to support Martin & Martin’s established manufacturing footprint.

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To ensure stability during the transition, the companies confirmed:

No job losses are anticipated as a result of the transaction;
No immediate changes for employees will take place; and
Martin & Martin will continue to operate from its existing facilities.

Regulatory path ahead

The R695 million deal is not yet final as it remains subject to standard conditions precedent. Most notably, the acquisition requires the green light from the competition authorities before it can become effective.

Once approved, the integration of these complementary capabilities is expected to strengthen RCL Foods’s foundation for long-term growth in the pet category.

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