Consumer foods brand Yu has tied up with MI (Mumbai Indian) Cape Town as official partner for the SA 20 league, currently being played in South Africa.

The franchise is owned by the IPL’s Mumbai Indians. Yu Foods introduced its products in South Africa in August 2022 and has since sold over 1.5 lakh bowls there, making the rainbow nation a key market in its international outreach, the foods company said in a media statement.

The brand initially started retailing its products in KwaZulu-Natal province, catering to customers in Durban as well as in Port Elizabeth. Yu Foods has since entered Cape Town and Johannesburg. It is now available in over 200 outlets across South Africa, including stores like SPAR, Target Cash & Carry, Pick and Pay Family, and Checkmart.

Given the positive response from consumers, the brand is in the process of listing in over 2,000 stores across South Africa and Mauritius, and has plans to expand into Singapore and Australia.

The partnership with MI Cape Town also presents Yu Foods worldwide rights to use some of the world’s most renowned players like KagisoRabada, Jofra Archer, Sam Curran and Rashid Khan for branding purposes.

It also allows the brand to nurture a deeper engagement with the South African community, while enabling it to get a step closer to promoting India’s unique flavours and palate sensations to the world.

Sharing his thoughts on the partnership, Bharat Bhalla, Co-founder of Yu Foods, said, “Outside India, South Africa is the first country in which Yu Foods has successfully established a base. So, it’s only natural that we enhance our presence by partnering with possibly the strongest of the franchises in SA 20. Cricket is common to both our nations and I believe our association with the new league will further help us grow Yu’s brand profile.”

Fellow founder Varun Kapur commented, “It is immensely satisfying to see South Africans embracing our products, and this is proof that more people around the world are thinking and eating healthy,”

Yu makes instant packaged foods using only ingredients that are fully natural, recognisable, and locally sourced. These nutritious meals contain no artificial ingredients or food substitutes, have zero preservatives, and use no artificial flavour enhancers, all of which separates the brand from its competitors, the press release stated.