In 1954, the decision was made to supply rusk to bakers nationwide under their own brand name. Previously, bakers always sold rusks under their own brand name. Mr Gerard and Mr Jan no longer wanted a hundred and one different brand names; there had to be one rusk brand with its own face and logo. Research was done to find out what was so special about Bolletje's rusks. Bolletje rusks turned out to be more brittle than other rusks, because they contained more eggs. That is why the brand name Ter Beek's Eierbeschuit was initially coined. But the bakers to whom the Ter Beek family delivered were not very happy with this brand name. The name Bolletje was better.

It was 1959, a new name needed a new mascot and Marten Toonder drew the little baker in Amsterdam, which also appeared on the first Bolletje rusk cans. M. Luiten's advertising agency, De Zuil, was hired. Funny, cheeky advertisements were made that caused a stir. A new brand was born; everyone wanted Bolletje. Bolletje's policy of quality, efficiency and advertising was successful and Bolletje became the market leader in 1959. Meanwhile, major changes took place in society; the supermarket emerged. People no longer bought from bakers, but preferred to buy from supermarkets.