Chocolate Delights in each New EET-SUM-MOR(R) Bite

After generations of making South Africa’s favourite shortbread*, BAKERS® has whipped up a delectable new recipe to satisfy your sweet cravings. BAKERS Eet-Sum-Mor® Chocolate Chip is the same melt-in-your-mouth buttery shortbread biscuits that South Africans have enjoyed over the years, now made with delicious chocolate chips and the unmistakable touch of BAKERS® magic.

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. W G Carter, the Biscuit Sales Manager at the time, replied: “Well, why not call the biscuit “Eat-some-more,” which Mr Baumann eventually changed to “Eet-Sum-Mor,” - the well-known name consumers have come to know and love.

From birthday parties to a simple Sunday afternoon tea with friends and family, these BAKERS’® favourites* have become woven into South Africa’s heritage and can be found in kitchen cupboards across the country.

“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,” concludes Ho-Lin. 

BAKERS Eet-Sum-Mor® Chocolate Chip is available in stores nationwide (RSP R15.99); look out for the new purple ‘tartan’ box at a leading retailer near you!