BY Natalie Cooper

It’s a familiar sight in any Asian household – a cup of tea after a long day, with a plateful of tempting treats ready to dunk in and enjoy.

But while it might be first instinct to picture a chocolate digestive or custard cream perched there, it seems that for British Asians, a new frontrunner is taking over in dunking popularity – the tasty cake rusk.

Kashmir Crown Bakeries, the largest Asian food manufacturer in Europe, have announced that cake rusk continues to be their best-selling and most loved product in the UK. The twice-baked crunchy treat will probably become more popular than the nation’s current favourite the digestive biscuit in the next few years, as their prize-winning product continues to be extremely popular amongst consumers.

L:R - CEO Asim Saleem unveiling the new 50 years of KCB logo with GBBO 2015 winner Nadiya Hussain
L:R – CEO Asim Saleem unveiling the new 50 years of KCB logo with GBBO 2015 winner Nadiya Hussain

Cake Rusk is a popular biscuit across much of South East Asia, consisting of twice-baked cake flavoured with vanilla to create a crispy, light texture and delicate taste. It is best eaten with tea, coffee or milk to dunk it in.

KCB are celebrating their 50th anniversary this year, marking almost half a century of cake rusk making. The bakery began in Bradford in 1966 by Mohammed Saleem, who had just £55 to his name, a single oven and a dream to open a shop selling Asian confectionary. It was here in 1970 that Saleem stumbled across his own perfect recipe for Crown Cake Rusks – this secret recipe is still used today, and is closely guarded by the company!

“From the beginning we insisted on using high quality ingredients, and obtained proof from our suppliers that whatever we used was high quality and free from animal fats” Saleem comments of the recipe, confirming his ongoing commitment to quality. This is a sentiment reflected in consumer’s love of the product, with one satisfied reviewer commenting ‘I have visited many places in the world, but this is one of the best tasting cake rusks!’

Today Kashmir Crown Bakery is an award winning, multi-million pound business with roots still firmly planted in Bradford. As part of their 50th anniversary celebrations, KCB recently welcomed winner of the Great British Bake Off 2015 and popular chef Nadiya Hussain to their Bradford based bakery.

Nadiya toured the bakery in the afternoon of Thursday 26th May to find out exactly how the cake rusks and other tasty sweets made by KCB are created, and taste tested some freshly made treats. She commented that she was ‘delighted to be there’, and added that cake rusks are amongst her families favourite tea-time treats, especially her husband.

We certainly can’t think of a better way to celebrate 50 years of delectable cake and biscuit creation than sharing some of the nation’s favourite treats with one of the nation’s favourite bakers. Here’s to another 50 years and beyond for KCB!

For more information on KCB, please contact 0845 094 3030.