30 Oct New variant to long-time favourite SA biscuit brand

Eet-Sum-Mor, the beloved shortbread biscuit brand in the BAKERS stable, is now available in a new variant: Chocolate Chip.

Says the company PR:

BAKERS Eet-Sum-Mor shortbread has long been a South African tradition. Historical records tell us that the biscuit originated when Mr Albert Baumann (one of the founders of Baumann’s Biscuits, the predecessor to BAKERS) was sampling the shortbread and remarked that once you had eaten one, you wanted more.

Mr WG Carter, the biscuit sales manager at the time, replied: “Well, why not call the biscuit ‘Eat-some-more’,” which Baumann eventually changed to “Eet-Sum-Mor”, – the well-known name consumers have come to know and love.

“BAKERS Eet-Sum-Mor shortbread is one of the oldest and most popular brands in the BAKERS sweet biscuit category and we are very excited to introduce this new addition to the market, making a South African favourite even more enticing,” says Janine Ho-Lin, senior brand manager for BAKERS Sweet Biscuits.

“Over the last 165 years, BAKERS has retained its magic. We understand our consumers’ love for the biscuits and so we decided to offer them another delicious variant to the shortbread offering.

“We also wanted to appeal to new, chocolate-loving consumers, and we believe that South Africans are going to enjoy this new combination of shortbread and chocolate.”

BAKERS Eet-Sum-Mor Chocolate Chip is available in stores nationwide (RSP R15.99) in a purple ‘tartan’ box.