OUMA, a Legendary South African Rusk Brand Gets an Upgrade

 

I’m so biased when it comes to brands from the Eastern Cape.  I love that there are companies manufacturing in that part of the country and not only creating job opportunities but making great quality products.  You can imagine my reaction when I saw an Ouma Rusk advert on my telly, see one of the adverts below.

 

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Ouma Rusks, approaching its 77th year as the most beloved rusk brand in South Africa, has recently made some new and exciting changes to its iconic product line. The country’s most time-honoured rusk brand now features fresh and modern packaging as well as new convenient and individually wrapped singles packs – a first in the South African rusk market. All of this is currently available in stores nationwide.

 

 

“Consumers are living an increasingly fast-paced life and are looking for a snack that serves as a satisfying, simple pleasure that is as comforting as it is filling,” says Lonwabo Thinta, Ouma Rusk’s Brand Manager. “With our new singles packs, consumers have the ultimate grab-and-go snack which they can simply pop in their bag or lunchbox to enjoy anytime and anywhere.”

Traditionally, there is a direct link between Ouma Rusks and old rusk tins which held a special place in the kitchens of yesteryear. Today, the new Ouma Rusk packaging displays the more fashionable Mason jar to modernise the brand. Mason jars are part of every modern kitchen, and the bright colours featured on the newly branded Ouma boxes make for a truly eye-catching product.

Buttermilk Chunky 1kg

Ouma Rusks have looked at new variants in the past and these were launched as limited editions to create excitement. Going forward, innovation is key for Ouma, and the brand is excited about its future.

“Innovation means many things for Ouma and this could be expressed in many forms,” Lonwabo concludes with a smile. “From exciting new flavours, to novel packaging…the sky is the limit for the icon that is Ouma.”

 

Yes it is indeed Lonwabo! 🙂 Very happy to know that this lady is now behind the brand.

Let’s support our own South Africa, let’s #DipnOUMA

Join the Ouma Rusk community on Facebook: OumaSouthAfrica

Instagram @oumarusks

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Author Info

Thuli

Thuli Gogela is a Food Technologist with 8 years of experience developing products in food manufacturing. She is dedicated to discovering wholesome traditional dishes and recipes with a distinctive taste from different parts of the African continent. Thuli is well known for her food blog, Mzansi Style Cuisine which was established in 2010. She saw a gap in the traditional food market that people were hungry for. From there, it didn’t take long to build her brand. In 2013, she started writing a recipe column for the Cape Times for and has collaborated with some of the biggest brands in South Africa namely, Knorr, Nedeburg Wines, First Choice and Spekko rice. Not only does Thuli feature traditional African dishes, she’s also open to developing recipes, food consultations and brand collaborations.

Comments ( 4 )

  • Alice Mphafi

    Its good too see the Ouma rusks are still around and will continue to be a favoutite snack. I think the single package idea is brilliant!!! However, my concern is that the “new flavours” may change the original taste. I am all for innovation but I hope along with these new changes they keep the original.

    • Melanie kennard

      Just tasted some muesli chunky rusks and they have definitely changed the recipe. Not the same , did not enjoy and will not be buying again…very disappointing. And my gran brought these all the way from South Africa to London so I definitely know what I’m talking about have been eating these for over 30 years.

      • Catherine Woeber

        I agree, Melanie. I’ve been in New Zealand for five years and have bought Ouma rusks regularly ever since I arrived here. But RCL Foods have made the muesli chunky rusks sweeter and more crumbly, and they don’t resemble the 77-year-old recipe at all. Unpalatable. Definitely my last purchase. I also see that RCL Foods which took over Foodcorp (makers of the old Ouma rusks) are massive players in the factory poultry industry, so that’s another reason never again to Dip ‘n Ouma.

  • Guy Venter

    I’m with Melanie; the new buttermilk recipe is ghastly. Has anybody else noticed the side panel no longer states “made to the original recipe”? Bye bye Ouma, hello Bokomo

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