Working alongside her mother, who Simone describes as both a business partner and best friend, has been central to the success of Simone’s Fudge.
Image: Supplied.
At just 24 years old, Simone Nel has taken a beloved family tradition and turned it into a modern, full-time business that continues to win hearts across Johannesburg and beyond.
What began as a way for her grandmother, Rina Nel, to stay busy and earn a little extra income has become a growing artisanal fudge brand built on heritage, heart, and a commitment to quality.
“My gran started the business after her kids moved out. She had more time on her hands and wanted to do something for herself,” Simone told Business Report.
“She did everything by herself at first, from cooking the fudge to delivering it. As demand grew, she hired help, and her fudge started showing up in more and more stores. I used to be so proud pointing it out to shop assistants, saying, ‘That’s my granny’s fudge,’” Simone said.
Simone fondly remembers Rina’s meticulous approach, “She was very particular about her ingredients, never chopped and changed anything. Her blocks were always perfectly cut and beautifully packed.”
While the roots of the business are steeped in tradition, Simone’s own journey into entrepreneurship came from necessity. After struggling to find work despite holding a BSc in Human Physiology from the University of Pretoria, Simone decided to take control of her future.
Today, Simone’s Fudge is thriving, not only thanks to the irresistible product, but also the powerful story behind it.
Image: Supplied.
“There was a growing demand from friends and family, for gifts, weddings, holidays and I realised people genuinely loved the product,” she said.
“With encouragement from my fiancé, family, and friends, I decided to register the business, rent a kitchen, and take the leap.”
Navigating the legal and financial aspects of building a business was foreign to Simone, whose background is rooted in the medical sciences. But support came from an unexpected source, her high school friend, Janco Heymans.
“Registering the business was overwhelming for me. Janco stepped in and helped with the business side of things. He believed in the brand and kept me motivated. Without him, it would have been 10 times more difficult,” the young businesswoman said.
Today, Simone’s Fudge is thriving, not only thanks to the irresistible product, but also the powerful story behind it. The signature 7-block pack still features the original recipe and presentation that many retailers instantly recognise from years ago.
“Shop owners have told me, ‘I know this product,’ just by looking at it. When they hear it’s the same recipe my grandmother used, they often want to order right away,” Simone shared.
Her commitment to preserving that legacy is unwavering.
“We believe it’s essential to stick to our original recipe. The flavour, texture, and quality that our customers trust come from that formula, it’s the heart of what makes our fudge special.”
But that doesn’t mean Simone isn’t open to innovation. The brand now offers customised packaging, including 3-block or single-block options, and colours to suit specific themes. The fudge is not only a treat but also a popular gift option, perfect for special occasions and corporate gifting.
Working alongside her mother, who Simone describes as both a business partner and best friend, has been central to the success of Simone’s Fudge.
“My mom knows my heart inside out. There is no one else I’d rather do this with. We’re both go-getters, extremely detail-oriented, and share a sweet tooth. We walk into the kitchen every day knowing our roles, and chat the day away while working,” she said.
Simone still does the hard work of sourcing and meeting new stockists herself, emailing, cold-calling, and personally visiting stores with samples in hand.
“It’s not just a transaction, it’s a partnership,” she added.
“I’ve even found a supplier just around the corner from our kitchen who delivers our ingredients within hours, it’s those little wins that keep things running smoothly.”
She also regularly showcases the brand at popular artisanal markets like The Linden Market, Die Dromers Mark, and The Rooted Market.
“Markets are a fantastic way to grow your client base, engage with people, and learn about the business landscape,” she said. “I would absolutely recommend them to other entrepreneurs.”
Despite the rapid growth, Simone remains humble and grounded.
She recognises the challenges of gaining shelf space in an industry where consumer loyalty is hard-won.
“It’s not easy competing with established brands,” she said. “But we’ve had many clients tell us ours is their new favourite. I’m confident our fudge will reach many more tastebuds. it’s just too good not to.”
Looking ahead, the young entrepreneur has ambitious plans. With a wedding planned for 2026 and a move to Pretoria on the horizon, she hopes to open a second kitchen in the capital, while her mother continues to run operations in Johannesburg.
“We’re experimenting with new flavours, pre-order boxes, and expanding corporate gifting. We’re also dreaming of scaling nationally and getting our fudge into more stores across the country.”
Her advice to other young entrepreneurs is clear, “If you’re passionate about something and there’s real demand, go for it. Start small, learn as you go, and grow gradually. Most importantly, stick to what feels right and don’t let anyone stand in the way of your dreams.”
As Simone continues to build her brand, it’s clear that she’s not just selling fudge, she’s sharing a legacy of care, craftsmanship, and connection that began in her grandmother’s kitchen and is now destined to sweeten shelves across South Africa.
BUSINESS REPORT