Blue Label Telecoms, the majority owner of mobile operator Cell C, has officially secured shareholder approval to proceed with a corporate name change. Effective 3 September 2025, the company will be known as Blu Label Unlimited, marking a significant milestone in its ongoing transformation. The proposed rebranding was first announced in July 2025, with the final shareholder vote taking place last week.
The decision aligns with a broader strategic restructuring initiative aimed at clearly delineating the group’s telecommunications and non-telecommunications operations. According to the company’s board, the removal of the word “Telecoms” from the name reflects a deliberate shift in focus. As the business evolves beyond its traditional telecoms roots, the new name is intended to better represent its diversified portfolio and future ambitions.
Additionally, the subtle change from “Blue” to “Blu” is not merely cosmetic. It mirrors updates already made to the company’s trading name and visual identity across marketing platforms, signaling a modernized and unified brand presence. The board emphasized that Blu Label Unlimited encapsulates the company’s expanding vision and renewed strategic direction, positioning it for growth in both existing and emerging markets.
While the company’s long name and short name on the Johannesburg Stock Exchange (JSE) will be updated to “Blu Label Unlimited” and “Blu” respectively, its share code and ISIN will remain unchanged. The company will also continue to be listed under the telecommunications sector on the JSE’s main board.
Founded in 2001 by brothers Mark and Brett Levy, Blue Label Telecoms originally operated under the name “The Prepaid Company.” The name “Blue Label” was inspired by the premium Johnnie Walker Blue Label whiskey, a symbol of aspiration and success. In the early days, the founders would commemorate major business deals by signing the back of a Blue Label bottle, a tradition that eventually inspired the company’s branding.
Before transitioning to its new identity, the company is set to release its final financial results under the Blue Label Telecoms name on 28 August 2025. In a trading update issued on 21 August, the group projected a massive surge in headline earnings, expecting an increase of over 500% for the financial year ending May 2025.
Specifically, headline earnings per share (HEPS) are forecast to rise to between 380.85 and 383.80 cents, compared to 73.64 cents in the previous year, a year-on-year increase of 517% to 521%. The company also advised shareholders to exercise caution when trading its shares, as it continues to explore strategic options to unlock further value. This includes a major restructuring involving Cell C, one of its key assets.
In May 2025, Blue Label announced that Cell C would acquire Comm Equipment Company (CEC) in exchange for additional Cell C shares. The Competition Tribunal has since granted unconditional approval for the transaction. As a result, Cell C will gain full control of CEC, which was previously owned by The Prepaid Company (TPC), a Blue Label subsidiary that also holds a majority stake in Cell C.
The group noted that the full terms of the restructuring, along with related transactions, are still being finalized in consultation with financial advisers and remain subject to further approvals. “Shareholders are therefore advised to continue exercising caution when dealing in the company’s securities until a further announcement is made,” the company stated.
