DECODING FOOD LA­BELS

Rusk

Consumer Voice - - Contents -

This hum­ble snack has many brand names – pick yours

Rusk is a com­mon-enough teatime ac­com­pa­ni­ment in India—it is per­haps as pop­u­lar as the bis­cuit it­self. Come to think of it, a rusk is re­ally a rec­tan­gu­lar, hard, dry bis­cuit pre­pared by dou­ble-bak­ing bread. The word ‘rusk' is de­rived from rosca, which is Por­tuguese for ‘a twisted, coiled roll of bread'. It was orig­i­nally dis­cov­ered to pre­serve bread dur­ing the dry weather. While the shelf life of bread used to be just a few days, rusk could last for a few months. Today the mar­ket for branded rusk is grow­ing, though un­branded play­ers and lo­cal bak­eries still dom­i­nate the seg­ment. For our re­port, we short­listed eight brands of rusk and two of milk rusk to study and com­pare the in­for­ma­tion given on their la­bels. This hum­ble snack, re­garded as a rel­a­tively healthy op­tion, is ex­pected to be a source of pro­tein and en­ergy. Along­side, we have rated the sugar and fat quan­ti­ties as per traf­fic light colours to en­able con­sumers to make an in­formed choice.

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