The Sqeezy Story
Established in the 1980’s and proudly based in Weavind Park, Pretoria, the SQEEZY brand is a 100% South African Woman-Owned business with a rich history spanning over 50 years. Originally founded in the 1980’s, SQEEZY was acquired by Janet Grimbeek in 1998, who transformed the company into the household name it is today. Under her leadership, the trading name became “Janet Sweets CC”, while continuing to trade under the beloved SQEEZY brand.
When Janet took over, SQEEZY offered only two classic condensed milk flavors: Original and Caramel. Over the years, she expanded the product line to include a variety of irresistible flavors, such as Chocolate, Strawberry, Bubblegum, Cream Soda, and Cappuccino, as well as innovative new products like Sqeezy Cheezy, Caramel Cones, and Zombie Sour Slime.
Today, SQEEZY is so deeply rooted in South Africa’s sweet tooth culture that condensed milk treats have become almost synonymous with the SQEEZY brand. Our products are not just treats—they’re a part of South African tradition, enjoyed by generations of families.
Since our relaunch under Janet’s leadership, SQEEZY has experienced an impressive 400% surge in both sales and market demand, becoming a favorite impulse purchase in retail settings nationwide. Our versatility has also led to exciting expansions:
- A foray into the market as an enhancer for coffee or tea, combining milk and sugar for a creamy, indulgent experience.
- Serving as an instant energy booster, perfect for on-the-go enjoyment.
Currently, Janet Sweets CC/SQEEZY facilitates distribution to numerous outlets nationwide, bringing joy to sweet lovers everywhere. Our commitment to quality, innovation, and South African pride has made SQEEZY a household name.
ABOUT THE COMPANY
Established in the 1980’s and proudly based in Weavind Park, Pretoria, the SQEEZY brand is a 100% South African Woman-Owned business with a rich history spanning over 50 years. Originally founded in the 1980’s, SQEEZY was acquired by Janet Grimbeek in 1998, who transformed the company into the household name it is today. Under her leadership, the trading name became “Janet Sweets CC”, while continuing to trade under the beloved SQEEZY brand.
When Janet took over, SQEEZY offered only two classic condensed milk flavors: Original and Caramel. Over the years, she expanded the product line to include a variety of irresistible flavors, such as Chocolate, Strawberry, Bubblegum, Cream Soda, and Cappuccino, as well as innovative new products like Sqeezy Cheezy, Caramel Cones, and Zombie Sour Slime.
Today, SQEEZY is so deeply rooted in South Africa’s sweet tooth culture that condensed milk treats have become almost synonymous with the SQEEZY brand. Our products are not just treats—they’re a part of South African tradition, enjoyed by generations of families.
Since our relaunch under Janet’s leadership, SQEEZY has experienced an impressive 400% surge in both sales and market demand, becoming a favorite impulse purchase in retail settings nationwide. Our versatility has also led to exciting expansions:
- A foray into the market as an enhancer for coffee or tea, combining milk and sugar for a creamy, indulgent experience.
- Serving as an instant energy booster, perfect for on-the-go enjoyment.
Currently, Janet Sweets CC/SQEEZY facilitates distribution to numerous outlets nationwide, bringing joy to sweet lovers everywhere. Our commitment to quality, innovation, and South African pride has made SQEEZY a household name.