Bonn Group, one of the most trusted brands for bakery products in India, has launched Cake Rusk in chocolate and plain flavor, catering to the rising demand for tasty but healthy products by its consumers during the festive season. Bonn has launched this premium quality product amid the festive season when the markets are opening up after a long gap due to the Covid-19 pandemic. Keeping up with its priority of providing healthy and immunity-boosting products, the FMCG giant claims to have made this product with quality ingredients. The cake rusk is 100% hygienically baked, free from cholesterol and trans-fat. The product has no added artificial flavor and colors. Apart from that, the rusk cake is 100% vegan and is made with responsibly sourced ingredients.
The cake rusk in both flavors will come in 250-gram packs with a price of Rs 125 each. The company launched the product in attractive and colorful packaging, keeping in mind the festive mood and gifting purposes. Bonn has planned to launch the product in departmental stores, modern trade stores as well as eCommerce. The cake rusk will be available online on eCommerce sites as well as Bonn’s website. It will be initially available in Punjab, Haryana, Chandigarh tri-city, Himachal Pradesh, Uttar Pradesh, and Delhi regions.
“We always launch our products with a strategy and have done the same this time. The cake rusk will be an ideal tea-time snack option as well as an all-time light meal option for snacking during work hours. The work-from-home culture has thrived and people want something to munch upon that is healthy as well as tasty. Our cake rusk will be a good source of energy for working people as well as kids who are taking online classes. The product is said to be premium, unique and affordable as well. It has an authentic and delectable taste with a crispy and crunchy texture. When we hear about cake then we think about sugar and fats but this product is a healthy variant of the same. It is a twice-baked cake with flavors and healthy ingredients and we are sure our consumers will love it,” said Amrinder Singh, director, Bonn Group.
The fast-moving consumer goods (FMCG) sector is India’s fourth-largest sector with household and personal care accounting for 50% of FMCG sales in India. The market is warming up for the festive season and the sales may overtake last year’s sales. Companies are pushing more stocks on shelves and a 20% increase was already seen in the recent Rakhi festival. With Diwali just a few weeks away, people are expected to go on a buying spree, considering any possible restrictions by the government given an anticipated third Covid-19 wave. However, there is a lot of optimism surrounding the FMCG sector as it has almost reached the before Covid levels already.
The evolution in the lifestyle of Indians during the pandemic has also contributed to the increased demand for bakery products. Keeping this in mind, Bonn has effectively worked on its strategy, promoting immunity-boosting products. The company, which has a good presence in North India, has always surprised its consumers with an exciting range of offerings during the festive season. The company’s ‘Americana ’brand is an exclusive premium range of biscuits and cookies known for its quality of ingredients and rich flavors. The biscuit ranges from regular cookies, digestive, cracker, cream, atta, and other unique flavors.
Bonn is an FMCG company that was founded more than three decades ago in 1985 by the visionary Manjit Singh. The brand ‘Bonn’ has become synonymous with bread, bakery, and other food product in many cities/states in North India where the company enjoys a dominant market share. The group produces a range of food products including bread, biscuits, cakes, rusk, and cookies that are sold in India and exported to about 55 countries in over three continents.
The company is the winner of the National Award for Quality Products from the Government of India, has certifications like HACCP by ‘DNV’ (a certificate body of the Netherlands) and ISO 9001:2000 certifications by ‘DNV’. It is also approved by the Bureau of Indian Standards and has also got BRC certification.
The company has 12 manufacturing plants spread all over North India. The company is fully integrated having its fleet of more than 500 trucks and an in-house setup for developing packaging.
Understanding the changing consumerism, the company has introduced La Americana Gourmet which comes with “no added preservatives” targeting consumers looking for lifestyle food products.
[i]https://www.financialexpress.com/lifestyle/snackification-the-changing-trend-thats-catching-up/2081662/
[ii]https://finsok.com/2021/08/12/fmcg-market-in-india-grew-by-37-in-the-april-june-quarter-nielsen/
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Naresh Khanna – 10 February 2025
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