Illustrative Image: Bokomo Quick Cook Maltabella (Image: Sourced / Bokomo Website) 
Bokomo has officially confirmed the discontinuation of Maltabella porridge and Bokomo Rusks, beloved South African breakfast staples that have been enjoyed for more than 50 years.
The decision to discontinue Maltabella porridge was confirmed by Bokomo on Thursday, 21 November in response to a query on Facebook from a concerned shopper who had noticed the product’s absence from store shelves and sent Bokomo a query. The brand replied online, saying: “Yes, the product has been discontinued.”
The response sparked a strong emotional response from consumers, who have taken to social media to express their sadness and nostalgia for the beloved breakfast staple.
A string of discontinuations
Bokomo’s decision to discontinue Maltabella porridge is not an isolated incident. Notably, the company has withdrawn several products from the market. Another popular breakfast item, Bokomo Rusks, has also vanished from supermarket shelves.
In response to the discontinuation, Bokomo spokesperson Deborah-Ann Sharwood revealed to Daily Maverick the reasons behind the decision.
“As part of the ongoing review of our product portfolio, and in keeping with our vision of being the leading food and beverage business in South Africa, we have made the difficult decision to discontinue Bokomo Maltabella. We know that brands like Bokomo Maltabella have been household names that many South African consumers hold close to their hearts, so we can understand the disappointment that it is no longer available. This applies to the Bokomo Rusks range as well. Exactly the same reason,” said Sharwood.
Bokomo’s history
Bokomo’s roots date back to the 1920s, when Australians Bennison Osbourne and Malcolm MacFarlane founded the British and African Cereal Co Ltd. The company began producing Weet-Bix, a revolutionary new cereal breakfast, in a disused flour mill in Burton Latimer in 1929.
In 1948, Osbourne and MacFarlane travelled to South Africa, where they built a factory in Cape Town to produce Weet-Bix locally. However, they eventually decided to sell the brand, which ultimately led to the growth of Bokomo.
Over time, Bokomo expanded its product portfolio to include Maltabella porridge and Bokomo Rusks, both of which became synonymous with South African breakfast traditions.
Maltabella porridge was made from malted sorghum and was known for its unique flavour and nutritional benefits. The porridge was marketed as high in energy and fibre while being low in salt. It could be enjoyed with water, milk or a combination of both, with optional additions such as sugar, honey or syrup and toppings such as fresh fruit, crunchy nuts or nutritious seeds.
Bokomo Rusks, on the other hand, were a popular breakfast accompaniment that could be enjoyed with coffee or tea. DM