AB Inbev manufacturer of Coca-Cola and other well-known cool drink brands has introduced reduced size containers at the same price as the previous packaging to howls of rage from consumers and industry watchers.

In a recent snap online poll undertaken by the consumer website Retail Price Watch www.retailpricewatch.co.za  more than 90% of consumers surveyed felt that the latest shrinkflation to hit our stores was a rip-off

. Pepsi/Kingsley/Twissa here we come!!!

The anger seems to be centred around two things: Firstly the claim by Roger Gauntlett general manager of Coca-Cola South Africa that the new size was “intended to reduce consumers’ sugar intake” (the new 440ml bottle apparently contains the equivalent of 11 teaspoons of sugar instead of 13). This claim has been trashed on social media:

Roger Gauntlett is one of those business people who think his customers are stupid…

Where’s the sugar in Sprite Zero?

Secondly the new packaging which will replace the old completely in stores from November comes at the same price – a 14% hike.

Viccy Baker of Retail Price Watch says that Coca-Cola’s treatment of its customers is just one more example of large FMCG manufacturers – “Big Food” - riding roughshod over consumers simply because they can.

“Coca-Cola’s dominance in the marketplace is well-established. It has kept the price of its products artificially low for years, not out of consideration for its customers but in order to squeeze out smaller competitors, a remarkably successful strategy.   It obviously hoped by decreasing the size and maintaining the price, to slip under consumers’ radar in the run up to the holiday season.”

Baker believes that consumers should vote with their wallets.

 “Stop buying Coca-Cola for your children. A diluted fruit juice concentrate contains 2-3 teaspoons sugar as opposed to the 11 spoons in a 440ml Coke, and costs far less.

“Or make Coca-Cola a weekend treat for the whole family, instead of an everyday drink.”

“Reduced sales are the only way that Coca-Cola will pay any attention to consumers.”   

Portion of funds to be used to appoint SA magician Olwethu Dyantyi as project coordinator  

The National Lotteries Commission (NLC) has awarded the College of Magic, Cape Town’s only magical arts organisation, a substantial grant of R500 000 to roll out its successful Magic in the Community  project to rural areas in the Western Cape.  

The College of Magic, now in its 37th year of teaching the magic theatrical performing arts and its allied arts (including juggling, puppetry, mime and clowning), with a social and like- skills component  to children and adults, is a non-profit organisation and the only one of its kind in the world.  

In addition to boosting the College of Magic’s training efforts, the NLC grant will assist the College in sharing the wonder of magic with youth from poor communities, through its Magic in the Community programme and the development of a new rural areas programme.  

The College launched the Magic in the Community project in 2000 as a means of providing young people from poor communities with the opportunity to participate in an innovative performing arts training and development programme and promote a platform for the understanding and affirmation of South Africa’s cultural diversity.   

The new rural project will see the College grow its reach to the rural areas of the West Coast, Winelands and the Overberg during 2017:  

“The pressing need for innovative interventions to transform and empower our youth, equip them with employable skills and give them hope for the future is well known. Thanks to the generosity of the National Lotteries Commission, expanding this project to the greater Cape is now possible and we are so thankful”, says David Gore, director of the College of Magic.  

Plans for the rural areas programme includes actively recruiting new students from outlying areas,  opening up the possibility of joining the College of Magic’s six year magical training and development programme available to them as well as providing food, transport and equipment support.  

A portion of the generous NLC grant has been used to appoint renowned South African magician and the face of world-famous beverage brand Coca Cola’s global relaunch campaign, Olwethu Dyantyi, as the Magic in the Community coordinator.  

A 2015 South African Magic Championships Grand Prix winner and a charming illusionist from Khayelitsha, who has performed all over the world, including China, USA, UK, Croatia and Italy, Dyantyi is a natural choice for the role. His new responsibilities will include the co-ordination of the Magic in the Community programme and setting up and running the rural areas programme.  

Dyantyi is thrilled with his captivating new role:  

“Learning and performing magic has changed my life and given me the chance to see the world. I can’t wait to share my magical knowledge with eager new students in the community and help them realise their own dreams! ” says the excited magician.  

The NLC relies on funds from the proceeds of the National Lottery. The Lotteries Act guides the way in which NLC funding may be allocated. The intention of NLC funding is to make a difference to the lives of all South Africans, especially those more vulnerable and to improve the sustainability of the beneficiary organisations. Available funds are distributed to registered and qualifying non-profit organisations in the fields of charities; arts, culture and national heritage; and sport and recreation. By placing its emphasis on areas of greatest need and potential, the NLC contributes to South Africa’s development.  

“We support the College of Magic’s vision for improving the lives of these disadvantaged youth through the art of magic and are proud to be associated with the Magic in the Community and rural areas programme. We look forward to seeing how these programmes and our contribution positively influence their futures”, says Ms. Marcelle Musson, the NLC Provincial Manager of the Western Cape.  

Please visit the National Lotteries Commission website www.nlcsa.org.za to find out about the NLC mandate and other projects they fund.  

For more information about the College of Magic and its social outreach initiatives, please visit www.collegeofmagic.com or call +27(0)21 683 5480.