Monday, January 21, 2019


Sweet Magic Foods unveils Wheat Rusk; Forays into packaged food sector
Monday, 11 December, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
Sweet Magic Foods, an organisation with over 20 years of experience in the sweet and bakery and hospitality sector across the southern states of Telangana and Andhra Pradesh, foray into the packaged food category with the launch of Sweet Magic Wheat Rusk.

It was unveiled by A V S Vara Prasad, the company’s managing director, and V V Ranga Rao, managing director, Lemon Sales and Distribution Pvt Ltd, in the presence of Telugu film directors S S Rajamouli, V V Vinayak, Sukumar, Vamsi Paidipally, Surender Reddy, Koratala Siva, Harish Shankar, Maruti and Krish.

In a tea-drinking nation like India, there has always been a huge demand for rusks, which are popular tea-time snack options. It is derived from the word rosca, which is Portuguese for a twisted, coiled roll of bread.

Rusks are a high-growth segment, which is expected to grow at 25 per cent and become a Rs 5000-crore market by 2020.

A segment mostly dominated by the unorganised sector, it offers a plethora of opportunities for brands like Sweet Magic Foods, which have established themselves in the food and beverage (F&B) segment.

The brand is completely driven by market research and has always adapted to address the requirements and concerns of households with the introduction of new products or ventures.

Keeping in view the changing trends towards a healthier lifestyle, Sweet Magic Foods, banking on the apparent shift from the traditional snacking preferences to healthier options launched Sweet Magic Wheat Rusk in an appealing packaging, at an attractive price point to cater to the needs of present-day families.

The wheat rusk is a good source of fibre and makes for a healthy snack for diabetics due to its low sugar and calorie content.

It is rich in Vitamin B, which is important for nerve signalling and stimulation. It can help reduce stress.

A wheat rusk with low fat cheese can be an evening snack, and with low-fat butter and tea, it can be a good morning or mid-day snack.

Wheat rusk is a wholesome, healthy and tasty snack, and is good for adults and children alike.

Speaking at the launch of the product, Prasad said, “It is our constant endeavour to introduce products that are good, convenient and healthy for our customers. Today people prefer to make lifestyle modifications, and eat right to stay healthy.”

“Keeping this in mind, we have launched the  Sweet Magic Wheat Rusk, in the high-growth rusk category as our first product in the packaged food segment,” he added.

“We are gearing up to tap into the growing business opportunity in the rusk segment by setting up a unit with a capacity of 600 million ton (MT) per month, ensuring high quality products prepared and packaged hygienically for our esteemed customers,” Prasad said.
“Our initial entry would be with plain Sweet Magic Wheat rusk. However, we plan to add flavoured variants shortly,” he added.

Rao said, “We are proud to be associated with Sweet Magic Foods as a strategic marketing and distribution partners for their foray into the branded and packaged food category and launch of Sweet Magic Wheat Rusk.”

“We plan to drive market expansion with the 65g trial pack priced at Rs 10 per pack. We also offer the 190g bulk pack at Rs 30 per pack for regular users,” he added.

“We are confident that the people will appreciate the taste and our attractive packing for Sweet Magic Wheat Rusk,” Rao said.

“We are planning to focus on increasing our presence in the key south markets and creating a niche for ourselves in the branded food category,” he added.
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