Crisp Bread & Rusk

Crisp bread and rusk have been a part of the European cuisine for many years and the popularity and versatility of the product has expanded globally. Rusk bread used to be a practical necessity, thanks to its long shelf life it was used on sea voyages but in recent years it became a beloved treat and a popular breakfast option. Rusk bread has evolved and customized to cater the palate of many different countries. In Italy there is biscotti which is usually flavored with almonds, Zwieback is twice-baked rusk made with eggs, Paximadia is a greek version and it is served with olives and feta. In the same category of rusk there is crisp bread. Crisp bread is a traditional Swedish wholegrain rye bread and because the bread is so dry it can be stored for up to several years if stored properly. This bread can be topped with almost anything and it can be enjoyed as breakfast, lunch, dinner and even as a snack.

Because rusk and crisp bread are so popular and versatile, private label brands have experienced a lot of success in this field. In recent years consumers actually prefer private label brands instead of national brands because of the rise in product quality while also retaining the affordability. Private label brands appeal to a wide range of socio-economical classes and their products can be enjoyed by anyone thanks to those factors. The revenue of the rusk and crisp bread market in the European Union amounted to $2.8B in 2017, surging by 11% compared to the previous year. In 2017, the amount of rusks, toasted bread and similar toasted products produced in the European Union totaled 1M tonnes, rising by 9.1% compared to the previous year. Taking into consideration all the consumer demand and production of these products and the rising popularity of private labeling, it can be safely said that starting your own private label brand for crisp bread or rusk products would be a smart business move for any retailer.