When was Promasidor founded?

Promasidor was founded in 1979 and become a unicorn in its 1st funding round in 2016.

Where is Promasidor located?

Promasidor is headquartered in Sandton, South Africa.

How many employees does Promasidor have?

As of Sep 30, 2026, the latest employee count at Promasidor is 4032.

Is Promasidor a funded company?

Promasidor is a funded company, having raised a total of $532M across 3 funding rounds to date. The company's 1st funding round was a $25M Conventional Debt round, raised on Sep 27, 2016.

How much is Promasidor worth?

The latest valuation of Promasidor is $1.6B as of Nov 08, 2016.

When was the latest funding round of Promasidor?

Promasidor's latest funding was a $15.4M Conventional Debt round on Jul 29, 2018, with participation from 1 investor. Its primary sector is Food & Beverage Products. Globally, the Food & Beverage Products sector has seen $2.6B in funding in 2026 to date.

Is Promasidor a Food & Beverage Products company?

The primary sector of Promasidor is Food & Beverage Products.

Where does Promasidor rank among its competitors?

Promasidor ranks 1st amongst 131 active competitors, of which 5 are funded. It stands 1st in terms of total funding among its competitors. The most recent competitor to raise funding was Promasidor, which secured $15.4M in Jul, 2018.

Who are the top competitors of Promasidor?

Promasidor's top competitors include RJ Corp, Ajinomoto and Premier Foods. Among them, Promasidor secured the most recent funding round in July, 2018.

Promasidor - 2026 Company Profile, Team, Funding & Competitors

Promasidor is a series C company based in Sandton (South Africa), founded in 1979 by Robert Rose. It operates as a Multi-category food & beverage company. Promasidor has raised $532M in funding from Ajinomoto, with a current valuation of $1.6B. The company has 131 active competitors, including 5 funded and 16 that have exited. Its top competitors include companies like RJ Corp, Ajinomoto and Premier Foods.

Sectors and market segments that Promasidor operate in

Promasidor serves in the Food and Agriculture, Consumer Goods market segments.The primary business model of Promasidor are:

Company Details

Promasidor is a multi-category food & beverage company. Their products include dairy products, beverages, cereals and more. Their brands include Cowbell, Loya, and Miksi. The company sells the majority of their products in South Africa.

Website: promasidor.com/en/
Social
Email ID: *****@promasidor.com
Phone Number: +27 **********

Key Metrics

Founded Year

1979

Location

Sandton, South Africa

Stage

Series C

Total Funding

$532M in 3 rounds

Latest Funding Round

Conventional Debt, Jul 29, 2018, $15.4M

Post Money Valuation

$1.6B as on Nov 08, 2016

Investors

Ajinomoto & 3 more

Ranked

1^st among 131 active competitors

Employee Count

4,032 as on Sep 30, 2026

Investment & Acquisitions

Zowasel

Similar Companies

Unilever & 5263 more

View Promasidor's full profile

Promasidor has raised a total funding of $532M over 3 rounds. Its first funding round was on Sep 27, 2016. Its latest funding round was a Conventional Debt round on Jul 29, 2018 for $15.4M. 1 investor participated in its latest round. Promasidor has 4 institutional investors.

Here is the list of recent funding rounds of Promasidor:

Date of Funding	Funding Amount	Round Name	Post-Money Valuation	Revenue Multiple	Lead Investors	Other Investors
Jul 29, 2018	$15.4M	Conventional Debt	-	-	-	The Bank of Industry
Nov 08, 2016	$532M	Series C	$1.6B	-	Ajinomoto	-
Sep 27, 2016	$25M	Conventional Debt	-	-	-	IFC

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View details of Promasidor's funding rounds and investors

The founders of Promasidor is Robert Rose. Olivier Thiry is the CEO of Promasidor.

Here are the details of Promasidor's key team members:

Robert Rose: Founder of Promasidor.
Olivier Thiry: CEO of Promasidor.
Contact Info: 1 email address

View details of Promasidor's Founder profiles and Board Members

Promasidor's employee count trend

Promasidor has 4,032 employees as of Sep 26. Here is Promasidor's employee count trend over the years:

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Top competitors of Promasidor include RJ Corp, Ajinomoto and Premier Foods. Here is the list of Top 10 competitors of Promasidor, ranked by Tracxn score:

Rank	Company Details	Short Description	Total Funding	Investors	Tracxn Score
1st	Promasidor 1979, Sandton (South Africa), Series C	Multi-category food & beverage company	$532M	IFC, The Bank of Industry & 2 others	68/100
2nd	RJ Corp 1980, Gurugram (India), Series B	Brand of food & beverage products	$41.1M	Devayani Overseas, ICICI Venture & 16 others	66/100
3rd	Ajinomoto 1909, Tokyo (Japan), Public	Multi category food and beverage manufacturer	-	Europa, Yusen Logistics	63/100
4th	Premier Foods 1837, St Albans (United Kingdom), Public	Brand of processed food	-	Carson Private Capital, Metropoulos	61/100
5th	Parle Products 1929, Mumbai (India), Seed	Manufacturer of food & beverages products	$616K	Serene Charitable Foundation, Mohanlal Dayal Charitable Foundation ... & 1 others	61/100
6th	Marico 1988, Mumbai (India), Public	Brand of consumer goods including hair care and food products	-	Baring Private Equity Partners	56/100
7th	Hindustan Unilever 1933, Mumbai (India), Public	Manufacturer of FMCG, packaged food, and consumer goods	-	Life Insurance Corporation of India	52/100
8th	Hain Celestial 1932, New York City (United States), Public	Multi-category food and beverage company	-	Triodos Investment Management, Wells Fargo ... & 5 others	52/100
9th	Rhodes Food Group 1896, Paarl (South Africa), Public	Multi-category food & beverage company	-	-	49/100
10th	UAC FOODS 1952, Lagos (Nigeria), Acquired	Multi-category food & beverage company	-	Tiger Brands	43/100