Our Story

A Legacy of Goodness

Almost a Century of Goodness

Since 1920, we’ve fuelled our Rainbow Nation on a journey to greatness with the natural goodness of wholesome, wholegrain rolled Oats. We’ve been on the table at breakfast, in lunchbox crunchies, in smoothies on-the-go and in hearty winter soups with the same passion, quality and belief in the goodness of Oats as our founding father.

Our Goodness Story

South Africa is the land of unbridled sunshine, untamed hope, and endless entrepreneurial possibilities - and in 1896, it was no different.

That’s when Jacob Frankel, Jungle’s founding father, arrived as an immigrant seeking new possibilities. Jacob hailed from numerous generations of produce merchants - you could say that feeding people was in his DNA. He joined a local family company of produce dealers who dealt in maize, pulses, grains, peanuts and animal feed.

The first Tiger Oatery

In 1920, after borrowing money from a friend, Jacob started the Tiger Oatery to share the goodness of homegrown Oats nourished by the South African sun.

One of our founding beliefs was that ‘nutrition is the basis of life and growth, and there can be no proper health without proper food’. That meant that the quality and purity of our Oats had to be preserved so that people could enjoy their very best health benefits. This belief in ‘health is wealth’ drove the quest for innovation in the farm-to-factory business. That led to a ground-breaking clean and ventilated new process, which allowed our Oats to be the first in market. Known as the original ‘quick cooker’, our Oats saved time and money by cooking in just 3 minutes.

Did you know?

Jungle fed the Allied Troops during World War II.
'Health is Wealth' advertisement
‘Health is Wealth’
'The Tiger Puzzle' advertisement
‘The Tiger Puzzle’

From the very start, Tiger Oatery spread the word of nutritional education, communicating that ‘health is wealth’, highlighting the affordability and convenience of Oats. Doctors of the day cited Oats as a ‘wonder food’, helping malnourished infants become healthy. Oats were known for being versatile, too! From recipes for Oatmeal Pudding to face masks to help with acne, there seemed to be no shortage of home remedies made with Oats.

Today we at Jungle continue the entrepreneurial legacy of wholesome goodness. As we grow as a nation, we honour our roots:

  • Jungle Oats remains one of the most affordable superfoods in our beloved Rainbow Nation. After all, where else can you get heart health, digestive benefits, natural energy, vitamins and minerals in one meal?
  • Our Oats remain versatile for sweet and savoury dishes.
  • Oat masks continue to enjoy a beauty resurgence.
  • The convenience of our range continues to tell the story of slow food, made fast.

We’re with you, South Africa - we see your tenacity, resilience, creativity, entrepreneurial DNA, generosity and kindness. Thank you for having us over as part of your lives for nearly 100 years. We’ve fueled the dreams of past generations. Now we’re here to fuel the dreams of today, and build an unprecedented legacy of goodness tomorrow.

We are moving forward together!

'The Original Quick Cooker' advertisement
‘The Original Quick Cooker’