Sasko recently launched their ”Bettererest” White and Brown Premium loaves at The Ground Venue in Muldersdrift, Gauteng.
Hosted by the award-winning cookbook author, Neo Nontso, who delightfully guided us through the launch with conversations held with the Sasko team that was part of making this day possible.
I must admit that I didn’t think a loaf of bread was capable of being the star of a launch party, but here we are. You might have also expected it to be a typical bread-and-butter event when I entered the Sasko bread launch. Rather, I discovered that every bite was an adventure.
Marketing Director, Nomsa Khanyile highlighted the inspiration behind the play on the word ”bettererest” being South Africans, “We spend a lot of time engaging with people because then you get to understand and know them and cater to their needs. People were telling us, your bread is good, and now we’re like, okay, now we want to make it better, you know, what are we going to call it and it was one of those play on those words and really trying to articulate the fact that actually it has now become better.”
Not only the taste, though, but the care behind it all, which is what impressed me. There is more to Sasko than simply mixing flour and yeast. It is an iconic brand that makes sure that every loaf is fresh, carefully choosing the best wheat, and controlling sodium levels so that you can enjoy your bread without worrying. I have a family that is constantly striving to choose healthier foods, so knowing that my favorite bread is not only delicious but also considerate was a comfort.
Speaking to David Howard, the Head of Research and Development regarding the importance of the taste, texture and freshness of the Sasko bread when it comes to procuring good quality of wheat, he shares, “South African wheat is one of the best wheats in the world and it’s not by accident. We’ve worked very closely with the whole value chain in South African context over many, many years to make sure that the quality of the wheats that are grown both meet the needs of the farmer, as well as the miller and the baker, and of course, primarily, the consumer. So we start there, and we make sure that we utilise every grain of wheat that we can, that is locally available.”
We also talked to Nomsa about how a brand like Sasko stays consistent and keeps up with the new trends, this is where she shared that the most important thing is to remain grounded, to understand the people you’re serving and ask the questions, what changes are people making to their lifestyles and what is influencing them?, and what is going on around them? “For us, that is absolutely critical. But also, we operate in a global world. So, we seek inspiration from other countries and other places. It really is an ongoing job and a big part of what we do to really bring those things and say, okay, how can we do this and bake it and give people better products and that’s how we remain the brand that we are.”
Sasko’s bread launch was a great reminder of why bread is such an important staple in our country. It is a part of our everyday meals and snacks. Bread has been transformed into a reassuring experience by Sasko, who turns premium wheat and carefully chosen ingredients into deliciously prepared premium loaves.
Also see: Learn about what it takes to be Miss South Africa at new Masterclass
