Ouma has done it again!

Ouma is at it again! On the back of last year's innovation that drove market gains in the mainstream rusk segment, the Ouma team has launched Ouma Premium Rusks. This is Ouma's first dip into the Premium rusk segment, and it's set to take the brand to even greater heights as discerning consumers buy into Ouma's unique 'taste of home' proposition.
Launched to trade in April 2017, Ouma Premium Rusks offer consumers the authentic taste of real buttermilk in three delicious variants - Buttermilk & Aniseed, Buttermilk & Muesli, and Buttermilk & Bran - in a handy resealable pack.
"The artisanal look and feel of the premium packaging will bring excitement to the Homestyle segment and achieve excellent stand-out on shelf in the bakery section," says Lonwabo Thinta, Ouma's Brand Manager.
Homestyle rusks make up 20% of the R470 million rusk category, and are currently driving both volume and value growth in the category. For Ouma, which holds 46% of the value and 47% of the volume in the total rusk market1, the new range is likely to further grow our share.
"Ouma's entry into the premium segment has great potential to increase margins as consumers trade up from mainstream. We are excited to see the impact of this move as we head into winter and consumers start to reach for their rusks again!" says Lonwabo.
1 According to Aztec, Total defined Market, Rusks, 12MM January 2017
Why not dip an Ouma Premium Rusk today? Find them at a favourite store near you!