Rialto, a division of the Libstar Group, has integrated 55 General Mills products into its portfolio, representing one of the Group’s largest and fastest distribution rollouts to date.
The partnership, announced in 2025, introduces four established international General Mills brands to the South African market. Häagen-Dazs expands Rialto’s presence in the super-premium ice cream segment, while Old El Paso brings a range of Mexican meal solutions to local consumers. Nature Valley adds to the Group’s offering in the snack bar category, and Pillsbury strengthens the baking portfolio with both traditional products and newer formats, such as ready-to-spread frosting.
Collectively, the brands broaden Rialto’s footprint across premium ice cream, global cuisine, snack bars, and baking solutions, with all categories showing growth potential.
Ranges listed in part or full are available across major retailers, including Shoprite-Checkers, Pick n Pay, Spar, Food Lover’s, Dis-Chem, Massmart and leading forecourts.
The Food Service channel contributes a further 14% of sales, driven largely by Häagen-Dazs in independent restaurants and branded chains.
This partnership with General Mills represents a significant milestone for Rialto. The addition of four global category leaders strengthens our portfolio in key growth segments while expanding consumer choice. The speed and scale of this integration underscore the agility of our teams and our ability to execute complex, large-scale rollouts, reinforcing our commitment to delivering world-class brands to local shelves,” Wendy van Zyl, Category and Customer Executive at Libstar, said.
Rialto, which provides route‑to‑market and category solutions for leading local and international food brands in Southern Africa, expects to build on this momentum through continued portfolio expansion and category innovation, including opportunities in regional export markets.
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