FNB eBucks has partnered with Boxer Superstores to expand access to its 99c bread benefit, making one of the country’s most practical savings initiatives available at Boxer stores nationwide. From 1 July, FNB Easy, Aspire and Prime Life customers who shop at Boxer and swipe their cards in-store will qualify for the 99c bread benefit from the following week, for up to four loaves of bread per month.
As food costs continue to place pressure on household budgets, bread remains one of the most frequently purchased household essentials, making even small savings meaningful over time. By expanding the benefit through Boxer and extending the 99c bread benefit beyond the FNB Easy customer base by adding the FNB Aspire and Prime Life customer segments, FNB is making it impactful and easier for more customers to access this benefit as part of their everyday shopping.
Lytania Johnson, CEO of FNB, says the expansion of this benefit is focused on helping customers reduce the cost of everyday living. “The financial pressure that many households face is often felt most at the grocery till, which is why the most meaningful solutions are those that provide simple, practical relief to customers’ pockets. This benefit is grounded in us listening to our customers and understanding the real pressures they face, so we can focus our support where it delivers the most significant difference in their daily lives.
By expanding our 99c bread benefit through a like-minded partner such as Boxer, with its extensive footprint reaching into rural and semi-rural communities, we are able to take this value even further, ensuring it reaches the customers who need it most, in a way that is both accessible and sustainable.”
This partnership forms part of FNB’s broader strategy to deliver solutions that go beyond banking by combining financial services, retail access, and data-driven insights to support customers in their daily lives.
Marek Masojada, CEO of Boxer adds, “The strength of this initiative lies in its simplicity, relevance, and the shared commitment behind it. FNB brings the deep customer insights and a clear understanding of the financial pressures that households face, while Boxer provides a trusted, accessible retail footprint rooted in communities across the country.
Together, this allows us to deliver a benefit that is not only easy to understand and simple to access, but one that customers can rely on every time they shop. At its core, this partnership is about turning everyday shopping into a moment of real value, helping customers stretch their budgets while maintaining access to essential food items.”
Since launching the 99c bread benefit in September 2024 with Pick n Pay, FNB has seen strong impact, with over 6.3 million loaves issued and more than R9.6 million in direct savings delivered to customers.
“This level of uptake speaks directly to what customers are experiencing in their daily lives. More and more, South Africans are looking for support that helps them get through their daily essentials, not just something they benefit from occasionally,” says Pieter Woodhatch, CEO of eBucks. “The 99c bread benefit meets customers where it matters most, at the point of purchase, helping them stretch limited budgets and put food on the table with greater certainty. This is the kind of impact we are focused on as we continue to grow the eBucks programme, making sure we deliver value that customers can rely on. Our focus is on value propositions that have resonated with customers and scaling them in ways that are easy to access and have real value.”
The expansion to Boxer builds on the continued success of the initiative while broadening customer choice and accessibility.
Paul Coetzee, Commercial Marketing, Retail Media & Factories Group Executive at Boxer, says, “Boxer serves communities where affordability is critical and small savings add up over time. This partnership allows us to provide a basic staple at an affordable price point that supports household needs. Together, we’re helping families save on something they buy every week.”
As the programme continues to grow, FNB says the focus is on evolving rewards to better reflect how customers live, spend, and save today.
Woodhatch concludes, “For many South Africans, something as simple as a loaf of bread can make a real difference. This benefit supports customers in those everyday moments, helping them stretch what they have a little further. As we continue to grow this initiative with Boxer, our focus remains on ensuring that the customers who need this support most can access it easily. We are excited about the opportunity to deepen our partnership with Boxer and expand into additional rewards categories over time. This is just the beginning of what we believe will be a powerful and impactful journey together.
