How two entrepreneurs turned personal hardship into sweet, sugar-free success

In the heart of South Africa, a remarkable story has unfolded, one that encapsulates resilience, innovation, and a deep commitment to health.

What began as a side hustle born out of personal and financial challenges in a small ninth-floor apartment in Pretoria has blossomed into Gudgu, a beverage brand now proudly featured in 103 stores across the Western Cape, Gauteng, KwaZulu-Natal, Free State, Northwest, and Limpopo provinces.

The inception of Gudgu, short for “Goedheid Uit Die Grond Uit” (Goodness from the Earth), traces back to 2014 when Viljoen de Kock faced the daunting reality of being retrenched.

Driven by necessity, he began experimenting with homemade cordials.

A serendipitous meeting with Pieter du Plessis, a public relations and marketing expert, ignited the spark that would transform a simple passion project into a formidable business.

From a modest apartment to a state-of-the-art factory located in Cape Town, Gudgu has scaled impressively, now employing 14 staff members and boasting a production capacity of up to 300,000 units per month.

Recognising the importance of grassroots visibility, de Kock and du Plessis took to informal markets to build a loyal customer base, showcasing their concentrates in creative beverages.

Early interactions with their customer base proved invaluable.

One diabetic customer’s feedback regarding sugar content prompted Gudgu to innovate, leading to the creation of a sugar-free range called ‘Sug0,’ symbolising “zero guilt and zero sugar.”

This initiative marked the beginning of a diverse selection tailored for health-conscious consumers, encompassing sugar-free, diabetic, keto, and banting-friendly concentrates suitable for guilt-free drinks, cocktails, and mocktails.

However, entering the competitive retail market posed its challenges.

In 2022, Gudgu allied with Checkers’ SMME programme, designed to provide compliance and marketing support for small suppliers eager to break into formal retail.

This partnership paid immediate dividends, with Gudgu’s products being featured in ten stores across the Western Cape.

The response from customers was resounding, prompting Checkers to amplify Gudgu’s retail footprint further, adding 20 more stores in the Western Cape, followed by another 20 in Gauteng.

“The support, training, and access to systems we’ve received from Checkers has been phenomenal and essential to our growth,” de Kock said.

“Listing with the country’s largest retailer boosted both brand recognition and customer trust, lifting credibility for Gudgu and increasing sales dramatically,” he added. 

This foundation has allowed Gudgu to diversify its offerings, introducing various flavour concentrate ranges, including Flavoursome, Gin Perfect, and Coffee & Milkshake, available in both 750ml glass bottles and 50ml minis.

Their product portfolio now proudly includes ready-to-drink beverages, a sugar-free Keto Krunchie cookie, and plans for a premium concentrate line on the horizon.

De Kock and du Plessis, inspired by their own transformative health journeys, having collectively lost over 70 kilograms, are passionate advocates for healthy, sustainable living.

Their ISO 22000-certified facility in Cape Town’s Rivergate Industrial Park exemplifies this commitment, incorporating zero-waste water purification, biodegradable packaging, and glass or compostable bottles.

“We bottle exclusively in glass and will soon launch our ready-to-drink cold beverages in compostable bottles made from sugarcane,” de Kock said.

“Our packaging boxes are 100% biodegradable, and while water is our main ingredient, our purification system ensures zero wastage,” he said.

As the brand grows, de Kock acknowledges the challenges ahead.

“Our biggest challenge at Gudgu has always been to expand our footprint across South Africa to address the growing demand for healthy, ‘green list’ sugar-free options, particularly for individuals following a low-carb lifestyle and those living with diabetes. As entrepreneurs, it can be a bumpy ride at times, but Checkers’ guidance has helped steer us back every time. It’s been a true partnership,” he further said. 

BUSINESS REPORT