South Africa, Aug. 18 -- The collaboration forms part of a strategic marketing campaign that blends humour with purpose, featuring Oliver alongside South African personalities including rugby players Pieter-Steph du Toit and Trevor Nyakane, and comedian Marc Lottering.

Private label growth aligned with consumer trends

Since its launch in 2018, Simple Truth has grown into one of South Africa's leading accessible health-focused private label, now spanning 287 products across 49 categories.

The range caters to diverse dietary needs - including vegan, gluten-free, dairy-free, and high-protein options - while excluding artificial flavours, sweeteners, added MSG, and unnecessary preservatives.

As Oliver says: "Choosing doesn't have to be ha...