It seems that everyone has a favourite amasi memory. Also known as ‘maas’, this is a proudly Mzansi food that brings both comfort and incredible nourishment. In celebration of this uniquely South African staple, Dairy Gives You Go has launched ‘Shake Your Maas’ a new social media campaign that has SA’s popular young influencers sharing their favourite amasi memories and recipes.
Dr Ndumiso Mazibuko, senior economist at SAMPRO, is not surprised that SA’s younger generations are hooked on shaking their maas. “This is a traditional food that gets carried forward from generation to generation because it is delicious and good for you in many ways,” he says. “I grew up eating amasi and phuthu pap at my grandmother’s table where all the cousins gathered and enjoyed eating from one bowl. This is a food that is symbolic of nutritional goodness and togetherness. So don’t be surprised to see maas trending on TikTok this month!”
Registered Dietitian, Reabetjoe Mokoko points out that eating maas daily is included in South Africa’s Food-based Dietary Guidelines. She says, “Maas, which is produced through lactic acid fermentation, has an incredible nutritional profile and is an easy and affordable way to boost probiotics in the digestive system. This is important for our younger generations as we are living in times when there is a prevalence of highly processed foods that offer little nutritional value. There is concern that the Millennial and Gen Z generations may start to experience the so-called ‘lifestyle diseases’ at earlier ages. Shake Your Maas celebrates a South African cultural food that is authentically nutrient-rich with many health benefits and is also so versatile.”
Maas is an excellent source of high-quality protein as well as essential minerals such as calcium and potassium which are often lacking in South African diets. Maas and brown bread can serve as a complete meal, though Reabetjoe recommends adding some fruit as well. “Eating bread and amasi today evokes fond memories of my late aunt who looked after me as a child on Saturday mornings as she did household chores. Today’s youth still eat maas in the traditional way with pap or phuthu, but they can also use it for their breakfast smoothies, as a sports recovery drink, for baking or making their favourite desserts like ice-cream.”
Content creators, Sive Barnes (@Siv.za) and Lerato Mphahlele (@wholesome_lerato) are some of the influencers who will be shaking their maas across TikTok and Instagram in June. Bongani Gwala, Art Director at Dentsu Creative, the agency behind the campaign says, “Maas is a big part of daily life in Mzansi. Everyone has their own story, and it’s not surprising that many of these are intergenerational. One of my favourite childhood memories is of me and my grandfather shredding brown bread together to have with amasi. Today, young South Africans gather around a warm pot of maas and phuthu after school with their friends. It’s a staple food that gives us both comfort and continuity, as well as outstanding nutrition.”
Affordable maas packs a nutritional punch due to its fermentation process which cultivates beneficial bacteria. It is often enjoyed simply on its own but can also be used as substitute for milk, yoghurt or buttermilk in a wide range of dishes.
Mathe Griffiths, Strategist at Dentsu Creative says, “Maas and pap was part of daily life in our household for my entire childhood. Our domestic worker was part of the family, my ‘grandma’. She would dish out the maas and pap for us. She and I sat together in the kitchen, eating maas and pap and talking about everything under the sun. She did not agree with adding sugar but pap and maas with a touch of sugar is still my favourite. Any way you shake your maas is a good way.”
Want to Shake Your Maas?
If you want to take part and shake your maas, just follow this link:
All you have to do to win is shake your Maas to our track in the best place you can think of, and you’ll be in the running to win.