Founder of Thandi Beloved, Juanine Pitt is a passionate foodie and creative who has poured her story and essence into every bite of her handcrafted chocolate. With distinctive flavours like Marula roasted almond and Salted Milk Tart, Thandi has been delighting palates for over a year, offering a dynamic spin on luxury chocolate that highlights South Africa’s ‘sexy’ flare. We chatted with Juanine about the inspiration behind Thandi Beloved and the vibrant experience it offers.
What sparked your journey of creating this one–of–a–kind chocolate brand?
I’ve always found it interesting that high–end hotels in South Africa often feature Italian or Asian cuisine, particularly when it comes to chocolate. It raises the question of why they don’t highlight our own unique South African flavours, especially given the incredible tastes we have to offer. International visitors seek to experience our culture through food, not just through travel. This inspired me to create a chocolate brand that celebrates South Africa’s diverse flavours, giving them the opportunity to savour our rich flavours through our chocolates. I work full–time in lower–income healthcare solutions, a role that doesn’t allow for much creativity. As a result, I sought a creative outlet to express myself and fulfil that need. My daughter, Georgia Bulmer, who co–founded Thandi with me, and I had the chance to meet the owner of Von Geusau Chocolates.
I mentioned that their offerings felt somewhat similar to what’s already on the market and proposed that we elevate South Africa’s image by highlighting the sexier side of the country rather than the more typical representations. He liked the idea, and we began experimenting with new flavours. When deciding on our flavours and the overall aesthetic, I reminded my daughter that our creations don’t have to please everyone. What truly matters is that it resonates with us and reflects our vision. We’re focused on finding a niche group of chocolate lovers who appreciate our approach, and I’m thrilled to say we’ve successfully identified that market.
Is there a story behind the name ‘Thandi’ and what significance does it hold for you?
I grew up during the apartheid era, and due to the segregation, I had limited exposure to other races. However, I was always fascinated by the diversity in South Africa. I remember learning Xhosa in school and absolutely loving it. When I started working at Spur at the age of 15, my first meaningful connections with Black individuals were through the grillers. I developed a wonderful rapport with them, and they affectionately called me “Thandi,” which means “Beloved.” This concept of “Beloved” is central to our story, symbolising family, friends, and even animals.
Thandi Chocolate’s packaging boasts a vibrant and attention–grabbing colour. How did that design come about?
I grew up in the 1970s, and one of the favourite party games we played was “Unwrap the Parcel.” It was a delightful experience where each layer revealed something more exciting and beautiful. I wanted to capture that sense of anticipation and visual appeal in our chocolates, making them irresistible to touch and explore. Often, South Africa is depicted through muted tones associated with safari lodges, but we are vibrant and colourful – a truly dynamic nation. I’ve described our culture as “sexy,” and it’s time to showcase that energy. We collaborated with a designer, sharing our vision and colours, and she did an incredible job capturing our personalities in the design. The result has been stunning, and in just a year of selling, people have responded positively to the vibrant aesthetic. When customers walk in, they are immediately drawn to the chocolates, eager to explore. The added twist is introducing unique South African flavours, like salted milk tart, which truly stand out and make our offerings even more appealing.
How did you decide on the unique flavour profiles?
As a passionate foodie, I’m always on the hunt for original culinary experiences. When I dine out, I prefer discovering new flavour combinations over sticking to typical restaurant options. For Thandi chocolates, we spent six months experimenting with various flavours—at one point even testing a curry variant—mixing and matching to see what resonated. Some of the interesting flavours include our two most recently launched flavours: toasted almond and marula, alongside a coffee marula variant that highlights the popularity of marula. For beach lovers, we introduced granadilla and toasted coconut, reminiscent of piña coladas, which has been a hit at Atlantic Seaboard hotels. To make white chocolate more interesting, we created a salted milk tart version with coarse salt on top for balance, and a salted pineapple with smoked chilli, which has become a bestseller thanks to its unique flavour profile.
What is the most rewarding aspect of running your business?
The response to our product has been incredibly rewarding. With the profits we are making, I aim to give back to the community in Grayton, a small town in the Western Cape. Many families there struggle with addiction, leaving children to fend for themselves. We are supporting initiatives like a local cycling group and funding community projects, as our chocolates are made there, and the factory employs women. It’s a feel–good initiative that not only promotes the beauty of South Africa but also emphasises giving back. While not everyone can do this, I’m fortunate to have a primary job and a wonderful husband who supports my efforts, allowing me to pursue this mission
