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Monday, April 1, 2019

Many New Beginnings and Constant Innovation at New Beginnings Toffees and Caramels in Pretoria


A small business owner lives in two worlds. The one forces him or her to standardize, systematize and consolidate for efficiency. The other calls on constant innovation and change to try and out-manoeuvre competitors and market demands. 

A small business owner is usually good at one of these. At New Beginnings Toffees, it is the latter that stands out. Jan Snyman is always busy with something new. His adventures have one thing in common, delicious toffees and unique chocolate caramels!



The challenge for a small business owner is to have the right balance in efficiency and innovation. Efficiency is not always tolerant of changes. By doing something in a standard way and scaling it, there are opportunities to increase profitability. Innovation presupposes change and is a very demanding partner that tends to destroy efficiency and gobble up capital. Sometimes, and more often than not, this means that profitability becomes a casualty.

The two are in a dance that is not always obvious to entrepreneurs. These are people that favours the latter, else they would not have bothered to start the business in the first instance. It is a 'chicken and egg' situation. Innovation drives growth, but efficiency drives the bottom line. Being profitable allows further innovation.

The key to the right priority is to know where in the business cycle you find your business. If it is a new business, and the industry allows it, and you have the capital and resources, then innovation should get priority. If it is an established business in a mature industry, it is usually better to consolidate and standardize to achieve efficiency and improved profitability.

The trouble with an entrepreneur is that they usually favour one. Either efficiency or innovation drives them. That is why it is essential as a business owner to recognize your strengths and realize that it has a place in the cycle of the success of your business. It can also quickly become the downfall if you do not temper or supplement your focus to establish important priority on either efficiency or innovation at the right time.


New Beginnings Toffees is a remarkable business that grew mainly from a necessity for Jan to have a second career. It provided an innovative confection play-pen to him and his partner, Joelean. The result is a substantial array of unique and traditional toffee-chocolate-caramel flavours, creative packaging, promotional positioning and marketing strategies. It is indeed something we have not yet encountered on our travels across the world. It is unique!

The business manufactures and distributes exclusive hand-made confectionary for select retailers, corporate gifting, hospitality industry, wedding favours and markets.

Jan cannot help himself but to continually explore the next possibility within his product development. He certainly landed a few of our favourites like the Turkish Delight Caramel and Treacle Toffee. It is encouraging to see his enthusiasm for creating the next "big" thing.

Unfortunately, South Africa has seen a series of casualties in strong confectionary brands. The toffees that did survive are no longer of the quality they used to be. We can only hope that Jan finds the magic recipe for successfully distributing his delicious products to step into the shoes of those that have gone before him.

Here is to wishing him and Joelean all the success they can handle. May we one day taste a new beginning for toffee-chocolate-caramels all over the world thanks to the work and dedication of New Beginnings Toffees in far-off South Africa.

We hope to have a maple syrup version we can take to Canada, the next time we see him ;-)

Sweet Cowboy

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