South African packaged-goods producer Tiger Brands [TBSJ.J] is mulling expanding into Egypt amongst other North African countries on the back of its strategy to target markets with comparatively larger middle classes and more developed retail sectors than sub-Saharan African countries, according to CEO Lawrence Mac Dougall. Currently, c90% of the Tiger Brands’ sales are in South Africa. The products would be initially shipped from South Africa, but the company could eventually move further up the value chain into manufacturing as it follows an “on-the-ground, bottom-up” approach to expansion. Tiger Brands produces a wide range of products from energy drinks to peanut butter and from porridge oats to shampoo.