What began as a side hustle in a small Pretoria apartment has grown into a national success. Today, Gudgu, a proudly South African sugar-free brand, is stocked in more than 100 stores across six provinces.
Gudgu, short for “Goedheid Uit Die Grond Uit” meaning “Goodness from the Earth”, started in 2014. After losing his job, Viljoen de Kock experimented with homemade cordials. He then met public relations and marketing expert Pieter du Plessis. Together, they transformed a kitchen idea into a promising business.
Initially selling cordials at markets, the pair steadily built their business. Today, they run a Cape Town factory producing 300,000 units each month.
SUGAR-FREE INNOVATION
Early sales at local markets revealed an opportunity. One diabetic customer loved the taste but worried about sugar content. That feedback inspired Gudgu sugar-free drinks. The brand now offers a variety of concentrates suitable for diabetic, keto, and banting diets, as well as cocktails and mocktails.
EXPANDING INTO RETAIL
Building on their initial successes, Gudgu joined the Checkers SMME programme in 2022. The support helped them with compliance, training, and retail systems. This gave Gudgu access to shelves in 10 Western Cape stores. Demand grew rapidly, and soon Gudgu expanded to 103 stores across South Africa.
“The support and training from Checkers have been phenomenal,” says De Kock. “It boosted our credibility and helped us grow.”
Gudgu’s journey mirrors other South African entrepreneurial successes, showing how local ideas combined with perseverance can become nationwide enterprises.
HEALTH AND SUSTAINABILITY AT THE CORE
The founders’ personal health journeys, losing over 70kgs collectively, shaped the brand’s focus on healthy living. Gudgu’s Cape Town facility is ISO 22000 certified. It operates a zero-waste water purification system and bottles drinks in glass or compostable sugarcane. Packaging is fully biodegradable.
“We aim to make every sip of Gudgu sugar-free drinks good for the body and the planet,” De Kock adds
A SOUTH AFRICAN SUCCESS STORY
Reflecting on their journey from retrenchment to national recognition, Gudgu sugar-free drinks proves that resilience can create sweet opportunities.
“Our challenge has always been meeting demand for healthy options,” says De Kock. “But persistence and partnerships make anything possible.”
Gudgu continues to inspire South Africans with sugar-free drinks that support health and sustainability.
