Consumer goods group Tiger Brands should settle a class action to avoid lengthy litigation that could damage its reputation, analysts said this week. This comes after the lodging on Monday of a class-action lawsuit to establish the company's liability in the deaths of 218 people and the impact on many hundreds more, who became ill after they ate processed meat made at its facilities. Lulama Qongqo, a consumer analyst at Mergence Investment Managers, said: "I think that it could potentially be cheaper for them to settle out of court. The longer it takes, the higher the risk of them once again bringing an injustice to their brand. "I definitely think that if they settle out of court and don't fight tooth and nail like everything we've seen, they might be able to then demonstrate that, well, 'we're not just cold-hearted as the public thought we were and we actually do care about the people who eat our products'." Tiger Brands' share price has lost more than 36% since March last year wh...

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