Active Business Trust – South African trademarks
Updated 8 November 2026
The Active Business Trust owns food and baking brands such as Bold Chef, Easy Chef, Wonder Whip and Numeat, for the food service and bakery markets.
How Active Business Trust has built and protected its brands in South Africa – its trademark portfolio, where it expanded, how quickly its marks are registered, and who it competes with.
Download report (PDF)Active Business Trust trademarks in 45 seconds
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/active-business-trust-south-african-trademarks/overview-video.html
A portfolio built over time
Active Business Trust filed its first South African trademark in 2006 and has filed 331 since; its busiest year was 2006, with 81 new filings. The chart shows its filings per year from 1970.
Trademarks by filing year, up to 2024; applications still pending are not included.
The names behind the portfolio
Over the years the group has filed under several names – earlier company names, holding companies and subsidiaries. We count them together.
| Name | Marks | Filing years |
|---|---|---|
| Active Business Trust | 331 | 2006–2025 |
Where Active Business Trust expanded its business
Trademark classes show what a business sells. Active Business Trust's portfolio is concentrated in coffee, flour & sweets (class 30), meat, dairy & oils (class 29), beer & soft drinks (class 32). Its most recent moves were into haberdashery (2024), machines (2024), wines & spirits (2023).
Active Business Trust trademarks: expansion into trademark classes, 1970–2025
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/active-business-trust-south-african-trademarks/class-expansion-video.html
Each tile is a class; it lights up when the group first files in it and darkens with more filings; the dots show how many of its closest rivals also file in that class. The chart compares the number of classes used with its rivals. The video runs from 1970; classes entered earlier are lit from the start.
| Class | Marks | Share | Since |
|---|---|---|---|
| 30 Coffee, flour & sweets | 248 | 74.9% | 2006 |
| 29 Meat, dairy & oils | 19 | 5.7% | 2006 |
| 32 Beer & soft drinks | 15 | 4.5% | 2006 |
| 43 Restaurants & hotels | 9 | 2.7% | 2006 |
| 3 Cosmetics & cleaning | 7 | 2.1% | 2021 |
| 31 Fresh produce & pet food | 5 | 1.5% | 2006 |
| 1 Chemicals | 4 | 1.2% | 2008 |
| 8 Hand tools | 3 | 0.9% | 2010 |
The brands Active Business Trust protects most
The word marks and logo names Active Business Trust has filed most often – the same brand filed in more classes, in more versions or again over the years.
| # | Brand | Trademarks | Classes | Filed |
|---|---|---|---|---|
| 1 | BOLD CHEF (THE) | 5 | 5 | 2012–2012 |
| 2 | EASY CHEF | 4 | 4 | 2006–2006 |
| 3 | NUCHEESE | 3 | 3 | 2021–2021 |
| 4 | NUMEAT | 3 | 3 | 2021–2021 |
| 5 | CORDI-MIX | 3 | 2 | 2006–2023 |
| 6 | BIOSPEC | 2 | 2 | 2021–2021 |
| 7 | CARAMELO | 2 | 2 | 2010–2010 |
| 8 | CATER-JUICE | 2 | 2 | 2006–2006 |
| 9 | CREMA E BIANCO | 2 | 2 | 2006–2006 |
| 10 | DON ANTONIO | 2 | 2 | 2006–2006 |
| 11 | FLIRTINI | 2 | 2 | 2006–2006 |
| 12 | FRUITINI | 2 | 2 | 2024–2024 |
| 13 | MAXE-FRUIT | 2 | 2 | 2006–2006 |
| 14 | MICROBE DEFENCE | 2 | 2 | 2021–2021 |
| 15 | NUMILK | 2 | 2 | 2021–2021 |
Logos filed most often (since 2020)
Active Business Trust's logos
The 10 different logos Active Business Trust has had published since 2020 – each logo shown once, however many classes or versions it was filed in. Logos protected in more classes come first.
How quickly its trademarks are registered
Over the last five years, Active Business Trust's marks took a median of 2.6 years from filing to registration, faster than the market's 2.7 years. Most of that time is examination: 2.1 years from filing to acceptance (market: 1.9). Registration itself follows about half a year after acceptance.
Median years from filing to registration per registration year, split into examination (filing → acceptance) and acceptance → registration; the dashed line is the market median. A high recent value means older applications came through that year.
Who files the most in Active Business Trust's classes
Ranked by number of trademarks filed in Active Business Trust's main classes – any company that files there, whatever else it does (including retailers' own brands). This shows Active Business Trust's market position, not who is most like it.
In the last five years, Active Business Trust was #1 of 1,368 filers in class 30 (coffee, flour & sweets), with 139 of 3,209 trademarks; #321 of 919 filers in class 29 (meat, dairy & oils), with 2 of 2,013 trademarks; #267 of 905 filers in class 32 (beer & soft drinks), with 2 of 1,804 trademarks.
Active Business Trust's share of all trademarks filed in each of its main classes, per filing year.
Top trademark filers in class 30 (coffee, flour & sweets), South Africa 1975–2024: Active Business Trust
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/active-business-trust-south-african-trademarks/class-30-race-video.html
Main competitors – the companies most like Active Business Trust
Ranked by how similar their whole trademark portfolio is to Active Business Trust's – the same mix of classes and the same words in their marks – not by size. Large filers in its classes that do something different rank lower here.
Active Business Trust's closest competitors in South Africa are Tiger Brands, RCL Foods, Libstar and AVI.
Active Business Trust trademarks vs competitors: filings per year, 2010–2024
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/active-business-trust-south-african-trademarks/competitors-video.html
Trademark filings per year: Active Business Trust (orange) and its five closest competitors.
| # | Company | Relationship | Similarity |
|---|---|---|---|
| 1 | Tiger Brands | Direct competitor | 100% |
| 2 | RCL Foods | Direct competitor | 96% |
| 3 | Libstar | Direct competitor | 96% |
| 4 | AVI | Direct competitor | 91% |
| 5 | Trade Kings | Direct competitor | 85% |
| 6 | Premier FMCG | Direct competitor | 85% |
| 7 | Nestlé | Direct competitor | 85% |
| 8 | PepsiCo | Direct competitor | 81% |
| 9 | Z and Z Foods | Direct competitor | 79% |
| 10 | Richester Foods | Direct competitor | 78% |
Similarity of trademark activity since 2015 (classes and words used in marks). Retailers appear where their own brands compete on the shelf.
Active Business Trust – relevant export countries
South Africa exported US$8.7 billion of the goods Active Business Trust's main classes cover in the last year – coffee; bread; honey; rice (class 30); meat; jams; fish; eggs (class 29); beer; fruit juices; syrups; mineral and aerated waters (class 32); cosmetics; essential oils; dentifrices; perfumery (class 3); seeds; fresh fruits and vegetables; natural plants and flowers; malt (class 31). Combining where these goods are exported, imported, growing and made (and copied), and what protection costs, these are the markets where Active Business Trust's trademarks matter most.
Where South Africa exports Active Business Trust's top goods
Active Business Trust's trademarks most often cover coffee, cosmetics, beer, seeds and meat. South Africa's ten largest export markets for these goods took 59% of its exports of them in 2024.
South Africa's exports of each good to the country in 2024 (US$ million). The goods are the ones Active Business Trust's specifications mention most in its main classes; the figures are national exports, not the company's own sales.
Adjust the weightings
These weightings decide how the countries below are ranked. Change any value and the others adjust to keep the total at 100%.
Worldwide
| # | Market | Score | SA exports | Import growth / yr | Route | Cost, 5 classes |
|---|---|---|---|---|---|---|
| 1 | European Union | 83 | US$2.6 billion | +6% | National | US$2,388 |
| 2 | China | 72 | US$468 m | -6% | National | US$1,224 |
| 3 | United Kingdom | 71 | US$796 m | +8% | National | US$1,371 |
| 4 | United States of America | 70 | US$438 m | +3% | National | US$3,425 |
| 5 | Japan | 62 | US$82 m | -4% | National | US$1,774 |
| 6 | Russian Federation | 61 | US$256 m | +7% | National | US$1,915 |
| 7 | Switzerland | 58 | US$55 m | +5% | National | US$1,660 |
| 8 | Hong Kong SAR | 58 | US$87 m | +3% | National | US$1,715 |
| 9 | Philippines | 57 | US$52 m | +7% | National | US$1,526 |
| 10 | Nigeria | 56 | US$65 m | -1% | National | US$1,015 |
Africa
| # | Market | Score | SA exports | Import growth / yr | Route | Cost, 5 classes |
|---|---|---|---|---|---|---|
| 1 | Nigeria | 56 | US$65 m | -1% | National | US$1,015 S&Z |
| 2 | OAPI (17 states) | 55 | US$98 m | +10% | National | US$1,563 S&Z |
| 3 | Mozambique | 55 | US$275 m | +23% | ARIPO | US$450 S&Z |
| 4 | Zimbabwe | 54 | US$174 m | +42% | ARIPO | US$450 S&Z |
| 5 | Lesotho | 52 | US$149 m | +3% | National | US$326 |
| 6 | Algeria | 51 | US$3.7 m | +43% | National | US$1,445 |
| 7 | Eswatini | 51 | US$151 m | +1% | National | US$446 |
| 8 | Botswana | 50 | US$328 m | +1% | ARIPO | US$450 S&Z |
| 9 | Mauritius | 47 | US$83 m | +7% | National | US$1,154 |
| 10 | Dem. Rep. of the Congo | 46 | US$44 m | +5% | National | US$2,100 |
SA exports = South Africa's exports of these goods to the market in the last year. Ranked with the default weightings. Score 0–100 from South Africa's exports of the goods to the market, net imports, import growth, foreign trademark filings, where the goods are made, market size and the cost of protection. Costs are total fees (official and professional) to file in 5 classes; ARIPO costs are per country, plus US$301 once per ARIPO application; S&Z = S&Z's own all-in price. Goods are taken from the classes and specifications, so the ranking is indicative.
Trade data: CEPII BACI (version 202601, trade flows 2022–2024), Licence Etalab 2.0; aggregated and combined with other data by S&Z.
Protecting its top brands in Nigeria and OAPI with S&Z
| Brand | Classes | Nigeria | OAPI (17 states) |
|---|---|---|---|
| BOLD CHEF (THE) | 5 | US$1,015 | US$1,563 |
| EASY CHEF | 4 | US$812 | US$1,378 |
| NUCHEESE | 3 | US$609 | US$1,194 |
| NUMEAT | 3 | US$609 | US$1,194 |
| CORDI-MIX | 2 | US$406 | US$1,009 |
S&Z all-in prices per brand in its number of classes, filing to registration.
TM Country Selection Rank the countries for your own goods and get the quotes.
Word marks you may have considered opposing
For Active Business Trust's five most-filed brands: word marks of other companies (not Active Business Trust's own group) that our similar word mark search, SimTM, found in the brand's own classes, and that we consider confusingly similar – from the earliest match found to today.
Similar to BOLD CHEF (THE) (classes 9, 16, 41, 42, 43; searched 2018-05-30 to 2026-11-08)
No confusingly similar marks of other companies found in this period.
Similar to EASY CHEF (classes 29, 30, 31, 32; searched 2018-02-28 to 2026-11-08)
No confusingly similar marks of other companies found in this period.
Similar to NUCHEESE (classes 29, 30, 31; no close matches in the search)
No confusingly similar marks of other companies found.
Similar to NUMEAT (classes 29, 30, 31; searched 2018-08-29 to 2026-11-08)
No confusingly similar marks of other companies found in this period.
Similar to CORDI-MIX (classes 32, 33; searched 2018-05-30 to 2026-11-08)
No confusingly similar marks of other companies found in this period.
Similarity of the words only. Whether a mark could have been opposed depends on the goods and services, the reputation of the brand and the facts – S&Z can advise. New marks like these are what SimTM watch reports as they are published.
How S&Z can help you
S&Z does not just file trademarks. We are a technology-first firm that manages trademarks – analysing your data, monitoring competitors and making sure your trademark assets remain protected.
We manage your trademarks – not just file them
Analysing your data, monitoring competitors and making sure your trademark assets remain protected:
Filing and renewal at fixed, all-inclusive prices
S&Z prices – South African trademarks
| Filing, first class – incl. official fee, examination report, routine office action, acceptance, publication, registration and e-certificate | US$240 |
| Each additional class of the same mark, filed at the same time | US$225 |
| Renewal online, per class (every 10 years from filing) | R1,027 ≈ US$62.29 |
Renewal in rand; US$ at R16.49 per US$.
Active Business Trust's next five years of renewals
141 of Active Business Trust's registered marks reach their ten-year renewal date in 2027–2031. Renewed online with S&Z, that costs about US$8,783 over the five years.
Active Business Trust: frequently asked questions
What should Active Business Trust consider for its trademarks?
- Where to file next: its goods sell strongly in Nigeria, OAPI (17 states) and Mozambique – markets where South African exports of the same goods are large or growing, and where S&Z files at its own all-in prices (see “Active Business Trust – relevant export countries”).
- Possible gaps: its competitors also protect class 35 (advertising & retail), class 5 (pharmaceuticals) – worth checking against what the business sells or plans to sell.
- Brand coverage: Cordi-Mix is protected in only one or two classes – check whether related goods or services (for example merchandise or online services) need cover too.
- Renewals and use: keep track of the ten-year renewal dates and of marks that are no longer used – unused marks can be challenged after five years, and some may no longer be worth renewing.