Ask any South African what food takes them back to their childhood and chances are Ouma Rusks will come up. Whether dunked in coffee, broken into over a family cup of tea or thrown into your backpack before heading off on a road-trip adventure, Ouma Rusks have become something of an institution.
They’re proudly South African and have been a staple kitchen cupboard item for many generations.
Like many South Africans who live abroad, unpacking a packet of Ouma Rusks transports me back to home. That distinct smell, satisfying crunch and wholesome flavour make them one of South Africa’s most iconic food products.
Enjoyed worldwide, nowadays Ouma Rusks are loved by not only South Africans but expats and adventurous foodies from all over who want a taste of what South Africa has to offer.
But who came up with the idea for Ouma Rusks and how did they become one of South Africa’s favourite go-to brands?
The history behind Ouma Rusks is a story about family, perseverance, entrepreneurship and a recipe that has been passed down through the ages.
Join me as we delve into the rich history of Ouma Rusks to find out who invented them, how the humble rusk went on to dominate the South African market and why we all love them so.
Quick Facts About Ouma Rusks
Before diving into the history, here are a few interesting facts about one of South Africa's most iconic baked goods:
Founded: 1939
Place of Origin: Molteno, Eastern Cape, South Africa
Original Creator: Susanna Maria "Ouma" Greyvensteyn
Product Type: Twice-baked buttermilk rusks
Known For: Crunchy texture, rich buttermilk flavour and exceptional dunking ability
Popularity: One of South Africa's best-known rusk brands, enjoyed locally and internationally
While many bakeries produce rusks today, Ouma remains the benchmark by which many South Africans judge all others.
What is a Rusk Anyway?
Before we get into Ouma’s history, let’s back up and talk about what makes rusks so amazing.
Made from bread or cake dough that has been baked twice to become hard and dry, rusks have been around for ages. They were created by baking dough, slicing it, and baking it again to drive the moisture out. This unique baking process means that rusks can stay fresh for months without needing to be refrigerated. Quite the convenient treat way before refrigerators were invented!
Originating from Europe, rusks became a staple for Dutch settlers that traveled to Southern Africa during colonization. South Africans tweaked the classic recipes with new ingredients and family secrets for generations, perfecting the South African favorite we now know as the buttermilk rusk.
Now you can find South Africans dunking their rusks into coffee or tea throughout the day.
The Woman Behind the Name: Who Was "Ouma"?
All great brands have a story behind them. The story behind Ouma Rusks is no different.
Susanna Maria Greyvensteyn was known as Ouma, which means grandmother in Afrikaans. She lived in Molteno, a small town in the Eastern Cape at the end of the 1930s. Ouma was known for her baking prowess and her kind hospitality.
As was the way with most South African grandmothers at the time, Ouma Greyvensteyn baked for passion and feeding her family delicious homemade food. Word soon got around about her buttermilk rusks which were notably flavourful, crunchy and consistent.
What started off as a family favourite would become one of South Africa’s biggest food success stories.
The History Behind Ouma Rusks
In 1939, a local church fundraising event in Molteno sparked what was to become Ouma Rusks.
Local women entered their best homemade recipes into a baking competition to raise money for their church. One of the contestants was Ouma Greyvensteyn with her delicious buttermilk rusks.
They were a hit!
Understanding the demand for these tasty treats, businessmen in Molteno partnered with Ouma Greyvensteyn to start producing larger batches. Instead of altering the recipe, they remained true to Ouma’s original recipe.
It was this attention to quality that gave Ouma brand its credibility and trust with consumers.
Why was the Original Recipe so special?
Households up and down the country had their own favourite rusk recipe at the beginning of the twentieth century. So why did Ouma's recipe become unforgettable?
Well there are a few reasons:
Rich Buttermilk Taste
By using buttermilk she created rusks that had a richer taste than most other traditional rusks. The buttermilk also made the rusk lighter and fluffier than most.
Ideal for dipping into your cuppa
They were also solid enough not to crumble when dunked into your tea or coffee but soft enough to soak up the perfect amount of moisture.
These factors became hallmark traits that South Africans still remember about Ouma Rusks today.
Homemade Consistency
Production soon moved out of Ouma's home and into commercial bakeries, but priority was placed on retaining that homemade taste for which consumers knew and loved her rusks. You buy an Ouma because it tastes like it still came from grandma's kitchen.
Simple Ingredients
Ouma’s original recipe was created with simple, honest baking ingredients rather than excessive additives. This was something that South Africans could understand and appreciate, helping the brand stay true to its image for decades to come.
Love Beyond Just Ingredients
One of the many reasons Ouma Rusks have been around for so many years is because Ouma is about more than just a recipe.
To South Africans, Ouma Rusks means:
- …the family sitting around the kitchen table for a morning’s bite before heading off to school or work.
- …the first cup of coffee and crunchy duo before work.
- …the smell of farms and the warmth of country hospitality.
- …the school holidays you spent at your grandparent’s house.
- …the long road trips with your family towards your destination.
- …the laughs you share over a cuppa with your friends.
These shared emotional experiences are what helped Ouma evolve from just another food brand to becoming ingrained in South African culture. When you buy a packet of Ouma Rusks, you’re not just buying a tasty biscuit, you’re buying into years of tradition.
How Ouma Rusks Became South Africa's Favourite Rusk
Winning Molteno’s baking competition in 1939 was just the start of her journey. Many baking recipes become winners, but forget winners. Ouma Greyvensteyn baked up much more than a prize; she baked up nostalgia and the taste of home.
Recipes began flooding in from all over as news spread of these crunchy twice baked rusks. Demand soon exceeded what could realistically be baked in any household kitchen. Entrepreneurs soon saw this was more than just another biscuit; it was South African pantry staple in the making.
And the rest is history. A pantry staple becomes one of South Africa’s most loved food brands.
From a Small Eastern Cape Town to a National Favourite
By the 1940s and 1950s South Africa was undergoing significant development. Townships grew, and transport links strengthened, giving South Africans better access to packaged goods than ever before.
They were ready for a product that was not only convenient but of the highest quality.
Fresh bread will only keep for so long before it begins to go stale. But rusks are dried out twice through the baking process making them naturally preserved. Customers could buy bags full of the delicious treats and store them in their cupboards for as long as they liked without fear of wastage.
This made rusks a hugely attractive option for farmers, travellers and families who were short on time.
With rising production, Ouma Rusks slowly began to make their way onto shelves across the country. As families tried them, they realised that Ouma Rusks were different. Each batch had the same great taste they had come to know. So, they told their friends, their neighbours. And from there, trust in the Ouma brand grew.
Why Ouma Rusks Became So Popular
Many food products enjoy temporary success, but very few remain popular for more than eight decades. Ouma Rusks achieved something remarkable because they appealed to South Africans on multiple levels.
A Recipe That Never Lost Its Identity
Consumers often become loyal to brands that remain true to what made them successful in the first place.
Although production methods naturally evolved to meet growing demand, Ouma continued to focus on the qualities that had made the original recipe famous:
- A rich buttermilk flavour.
- A satisfying crunch.
- A texture perfect for dunking.
- Reliable quality in every pack.
Rather than constantly reinventing the product, the brand built its reputation on consistency.
For many South Africans, opening a packet of Ouma Rusks today still delivers a familiar taste that reminds them of childhood.
Built Around South African Family Life
Food often becomes iconic because of the moments it accompanies rather than the ingredients it contains.
For generations, Ouma Rusks have been present during everyday family routines:
- Early mornings before school.
- Coffee breaks at work.
- Visits to grandparents.
- Church gatherings.
- Farm breakfasts.
- Weekend family get-togethers.
- Road trips across South Africa.
These repeated experiences created an emotional connection that advertising alone could never achieve.
Even today, many South Africans instinctively reach for a rusk when making their first cup of coffee each morning.
The South African Tradition of Dunking Rusks
Ask just about anyone in South Africa how you're meant to eat a rusk and you’ll likely get the same response: “With coffee.”
Putting a rusk into a hot drink has become second nature to millions of South Africans. The iconic symbol of our beloved rusks being dunked into coffee has become one of South Africa’s most recognisable food traditions.
So how does one actually dunk a rusk? Easy. Dip it. Letting it soak for a few seconds will allow the outside to soften while maintaining a crunchy centre.
Ouma Rusks are famous for dunking without falling apart. Dip one into your cuppa and you’ll notice it softens without disintegrating into the cup. Many of our customers swear that this is the unique quality that sets Ouma Rusks apart!
If you find yourself living abroad and missing home, try whipping up a traditional South African breakfast with coffee and rusks. It’s the simple things in life.
How Ouma Expanded Its Product Range
While the original buttermilk rusk remains the most recognisable variety, changing consumer preferences encouraged the brand to introduce additional flavours over the years.
These innovations allowed new generations to enjoy Ouma Rusks while preserving the traditional recipe that built the company's reputation.
Popular varieties have included:
- Traditional Buttermilk
- Muesli Rusks
- Condensed Milk Rusks
- Raisin Rusks
- Wholewheat Rusks
- Three Seed Rusks
- Crunchie Rusks
- Low GI options
Each flavour appeals to different tastes while retaining the crunchy texture that defines the Ouma experience.
This careful balance between innovation and tradition has helped the brand remain relevant for decades without losing its identity.
The Secret Behind the Perfect Crunch
A common question we get is why do Ouma Rusks have such a unique texture?
Well it all comes down to the age-old process of twice baking them.
After the dough is prepared and baked into large loaves, it is cut into individual rusks when still warm. They are placed back in the ovens to slowly bake a second time which drives off most of the moisture.
This secondary bake:
- Creates that signature crunch we all know and love.
- Naturally lengthens shelf life.
- Concentrates the flavour.
- Creates the ideal consistency for dunking.
Don't let the fancy production equipment fool you, not much has changed in how we bake our rusks since generations past.
More Than a Breakfast Food
Although many people associate rusks with breakfast, South Africans enjoy them throughout the day.
They have become a popular choice for:
- Mid-morning coffee breaks.
- Afternoon tea.
- Hiking and camping trips.
- Long-distance travel.
- Lunchbox snacks.
- Hospitality platters.
- Office tea stations.
Their long shelf life and portability have made them a practical pantry staple for households across the country.
Why Ouma Rusks Mean So Much to South Africans Living Abroad
Food can be one of the biggest links to home for South Africans living abroad.
Photos and phone calls can keep in touch with family and friends, but nothing will ever compare to those comforting flavours from home.
Ask any South African what they remember munching on Ouma Rusks whilst:
- Gazing at the sunrise on a farm.
- Spending time at grandparent’s houses over school holidays.
- Eating around the kitchen table before running off to school.
- Sharing a cup of tea with neighbours.
- Embarking on family road trips over December holidays.
For many South Africans around the world, Ouma Rusks have meanings that run deeper than just taste.
That’s why grocery stores that stock up on international foods continue to stock Ouma Products. After all, for thousands of South African expats picking up a packet of rusks when shopping online is about more than just buying another packet of biscuits. It’s about keeping traditions alive, and sharing South Africa with those abroad.
Ouma Rusks in Modern South Africa
85 years have passed since Ouma Greyvensteyn entered her winning recipe into the competition in Molteno.
Life has changed, taste preferences have changed and now there are more snack choices available at your local supermarket than ever before. But the mighty Ouma Rusks have stood the test of time because they possess many qualities that todays consumers look for in a food product:
- Consistent quality you can trust
- A taste you know and love
- Rich heritage
- Proudly South African
- Part of your daily routine
Rarely does a food brand stay power for as long as ours has. In most households Ouma Rusks have become part of your family. You grew up with Ouma Rusks, your children have been introduced to Ouma Rusks and they will be there for every cup of coffee or tea.
Ouma Rusks and South African Culture
Some foods fill you up, others fill your country’s soul. Ouma Rusks definitely fall into the second category.
Sharing a hot cup of tea or coffee is something South Africans do every day. Whether you’re catching up with neighbours or family, entertaining guests in your home or enjoying a quick pick-me-up at work, chances are there’ll be a packet of rusks on the table.
Rusks are one of the few snacks that force you to stop and smell the coffee. Dunking a rusk into your drink has become second nature to South Africans. This comforting tradition has been passed down through generations of South African families.
It all starts when you’re young. Learning how to dunk a rusk is a childhood rite of passage. Watch and learn from Mum and Dad (or Grandma and Grandpa) as they studiously dip the corner of a rusk into coffee or tea. Don’t leave it in there too long or it’ll fall apart. Just when it starts to get soft, take it out and enjoy!
It’s these little traditions that have made Ouma Rusks so much more than a financially rewarding brand – they’re part of South Africa’s collective conscience.
Why Are Rusks Twice Baked?
The crunchiness of a rusk is probably its most notable quality. However, this isn’t merely a flavor preference—it’s baked this way for a reason.
After being shaped into loaves, the dough is sliced into individual cakes and baked again at a lower temperature for longer. This gradually draws out any remaining moisture within the dough.
Twice baking allows for:
- extended shelf life (without refrigeration)
- crisp textures that will stay fresh for weeks if stored correctly
- convenient travel snacks
- a soft texture that’s perfect for dunking into hot beverages
Centuries ago, before food knew preservatives or could be easily frozen, twice baking bread created a product that lasted longer, preventing families from wasting food.
The traditional twice-baking process is still used to make the best rusks.
What Ingredients Make Ouma Rusks So Special?
Although different varieties contain different ingredients, traditional buttermilk rusks are built around a combination of simple pantry staples.
Typical ingredients include:
- Wheat flour
- Buttermilk
- Sugar
- Eggs
- Butter or vegetable fat
- Baking powder
- Salt
Rather than relying on complicated recipes, the appeal of Ouma Rusks comes from achieving the right balance of flavour, texture and consistency.
The buttermilk contributes to the rich taste that many South Africans instantly recognise, while the second baking process creates the signature crunch.
Ouma Rusks vs Homemade Rusks
There’s almost certainly a cherished rusk recipe in every South African household.
Some families have had their recipes handed down through the generations, whilst others guard them jealously.
So if everyone has their own special recipe, why buy Ouma Rusks at all?
It usually boils down to convenience vs TLC.
Homemade rusks are full of love and of course the comfort that comes with home baking. Many recipes include additions like raisins, nuts, bran, coconut or seeds.
What Ouma Rusks give you is that familiar taste and consistency that you know you can trust, time after time.
Many families don’t choose between homemade and Ouma. Homemade rusks may be reserved for special occasions, with Ouma Rusks being the convenient go-to in between.
Fun Facts About Ouma Rusks That Will Surprise Die-Hard Fans
Did you know these things about Ouma Rusks?
Ouma translates to grandmother.
We owe a great debt of gratitude to Susanna Maria Greyvensteyn, as her prize-winning recipe is what made millions of other South Africans fall in love with Ouma Rusks.
The recipe is over ninety years old.
Yes, that’s right – the recipe we all love today was created way back in 1939. In fact, Ouma Rusks are one of South Africa’s oldest commercial baked products.
Rusks were created to have a long shelf life.
Long before we were able to refrigerate our baked goods, the twice-baked process was used to extend their lifespan.
Lots of countries around the world enjoy Ouma Rusks.
The ones that come to mind are the UK, Australia, New Zealand, Canada and the US. With the help of specialist South African grocery shops, many expats are still able to enjoy a traditional South African breakfast.
They are considered home-proud symbols.
When South Africans move abroad, they miss the small things about home. For that reason, Ouma Rusks are usually one of the first items added to the shopping cart, along with other classics like rooibos tea, biltong, droëwors and Mrs Ball's Chutney.
How to Store Ouma Rusks
One of the reasons rusks are so practical is their excellent shelf life.
To keep them fresh:
- Store them in an airtight container after opening.
- Keep them in a cool, dry place.
- Avoid exposing them to moisture or humidity.
- Always reseal the packet after use.
Following these simple steps helps preserve the crisp texture that makes rusks so enjoyable.
Where Can You Buy Authentic Ouma Rusks Overseas?
For South Africans living abroad, finding authentic South African products can sometimes be challenging.
The good news is that specialist online South African food retailers make it easier than ever to enjoy the brands you grew up with.
When purchasing Ouma Rusks overseas, it's worth choosing a retailer that specialises in genuine South African imports. This helps ensure you're receiving authentic products with the familiar flavour and quality that generations of South Africans know and love.
Alongside Ouma Rusks, many expats also enjoy ordering other South African favourites such as:
- Rooibos tea
- Five Roses Tea
- Ricoffy
- Mrs Ball's Chutney
- Beacon chocolates
- Simba chips
- NikNaks
- Biltong
- Droëwors
- Aromat
Ordering from a trusted South African grocery store allows you to recreate a little piece of home, no matter where you live.
Frequently Asked Questions
Who invented Ouma Rusks?
Inspiration for Ouma Rusks came from the award-winning buttermilk recipe of Susanna Maria "Ouma" Greyvensteyn, who entered and won a church fundraising baking competition in Molteno, Eastern Cape in 1939.
Why are they called Ouma Rusks?
"Ouma" means "grandmother" in Afrikaans. The rusks were branded in honour of Susanna Maria Greyvensteyn, who inspired the original winning recipe with her homemade rusks.
What makes Ouma Rusks different from other rusks?
The classic rich buttermilk flavour, crunch, and dunking qualities of Ouma Rusks sets them apart from other brands. Our long history and dedication to quality have also made Ouma a household name in South Africa.
Are Ouma Rusks made in South Africa?
Yes. They are proudly manufactured in South Africa.
What is the best way to eat Ouma Rusks?
Traditionally, South Africans like to dunk them into hot coffee or tea for a few seconds. They can also be eaten straight from the packet as a crispy snack.
How long do Ouma Rusks stay fresh?
Rusks naturally have a long shelf life since they are baked twice. Store in a cool dry place in an air tight container once opened.
Are Ouma Rusks suitable for breakfast?
Yes, of course! Many South Africans eat rusks for breakfast, especially when paired with coffee, tea or hot chocolate.
Can you freeze Ouma Rusks?
It's hardly ever needed due to their lengthy shelf life. Unopened packets can be frozen if necessary. Allow them to thaw to room temperature before eating.
Why do South Africans dunk rusks?
Dunking your rusk allows the outside to soften while maintaining the crispiness in the centre. This is how many South Africans believe rusks should be eaten.
Where can South Africans living overseas buy authentic Ouma Rusks?
Stocking authentic Ouma Rusks, many specialist South African grocery stores such as Saffa Trading offer a wide range of genuine South African food products for delivery worldwide.
Conclusion
Hardly any South African food product can match up to the timeless popularity of Ouma Rusks. Going from a secret recipe in a small kitchen in Molteno, Eastern Cape to supermarkets nationwide (and the world over) is quite the success story for South African rusks.
The idea of baked goods that could last for months (without going stale) and still taste great remains as popular today as it did over a century ago. These home-style rusks are perfect for kicking back with at home, serving to guests with a cup of tea or sending overseas to family and friends who are missing the comforts of South Africa.
Living abroad, we know how important it is for South Africans to have a taste of home! That’s why at Saffa Trading we’re delighted to offer South Africans overseas everything they love about the comfort of South African cooking. In addition to Ouma Rusks, we stock everything from Rooibos teas to biltong and droëwors, pantry favourites and desserts.
So whether you’re introducing someone to our country’s favourite rusk or recreating fond memories from grandma’s kitchen, you can count on Ouma Rusks to create delicious moments that will last a lifetime.
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