Who owns Willards?
Willards is owned by AVI (South Africa, JSE: AVI).[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: AVI — Integrated Annual Report June 2025, AVI Limited. Last checked .
Key facts
- Current owner
- AVI Limited reported
- Owner HQ
- 🇿🇦 South Africa
- Origin
- 🇿🇦 South Africa
- Category
- Food › Snacks › Salty snacks
- Parent ticker
- JSE: AVI
- Last verified
- · 1 sources
About Willards
Willards is a snacks brand in AVI's Snackworks division. AVI's snack revenue rose 1.6 per cent in 2025 on price increases, but volumes fell in both potato chips and maize extruded snacks as competitors discounted heavily, poor potato availability constrained supply, and cheaper alternatives won distribution among constrained South African consumers.
Ownership timeline of Willards
Where Willards sits in AVI
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full AVI ownership tree →
See the full AVI brand portfolio (8) →
Other brands owned by AVI
AVI controls 8 brands on Brandtree, 4 of them in food.
Also in food
Other brands in salty snacks, and who owns them
The 100 brands in salty snacks on Brandtree belong to 48 owners. The largest is PepsiCo, with 12.
| Brand | Owner | Owner based in |
|---|---|---|
| Cheetos | PepsiCo | 🇺🇸 United States |
| Calbee Potato Chips | Calbee | 🇯🇵 Japan |
| Boyki | Siantar Top | 🇮🇩 Indonesia |
| Bonitas | Vitaminka | 🇲🇰 North Macedonia |
| Cape Cod | Campbell's | 🇺🇸 United States |
| Act II | Conagra Brands | 🇺🇸 United States |
| Diana | Diana | 🇸🇻 El Salvador |
| Chiki | Indofood | 🇮🇩 Indonesia |
About the owner: AVI
AVI is a publicly listed company headquartered in South Africa. Brandtree records 8 brands under its control, and it is listed as JSE: AVI.
AVI is a South African branded consumer goods company with a primary listing on the Johannesburg Stock Exchange, more than 50 brands and turnover of R16.02 billion in its 2025 financial year. It is organised into Entyce Beverages (tea, coffee and creamer), Snackworks (biscuits and snacks), I&J (frozen seafood), Indigo Brands (personal care) and a footwear and apparel business. Most of its core brands are its own, but it holds Lavazza coffee and the Lacoste, Gant and Eden Park fashion brands under licence.
🇿🇦 Willards and other South African brands
Brandtree records a controlling owner for 175 brands that began in South Africa. 12 of them (7%) are now controlled by a company headquartered in another country; Willards is not one of them.
Frequently asked questions
Who is the parent company of Willards?
The parent company of Willards is AVI, a publicly listed company headquartered in South Africa.
Is Willards South African?
Yes. Willards originated in South Africa and its owner, AVI, is also headquartered in South Africa.
Is Willards still owned by AVI?
Yes. As of 16 September 2026, Willards is still owned by AVI. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] AVI — Integrated Annual Report June 2025 — AVI Limited, Annual report; retrieved 16 September 2026.
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