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.


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.”


Be part of the Ouma Rusk community on Facebook at https://www.facebook.com/OumaSouthAfrica and Instagram @oumarusks. Join the social media conversation by using the hashtag #DipnOUMA.

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