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Magwinya, a cereal fried dough, is a popular traditional snack widely consumed across various ethnic groups in sub-Saharan Africa, but little is known about its production and consumption in a scholarly context. It is against this background that the survey was carried out. This study examined production process, ingredient formulation, sales, characteristics and consumption of magwinya in Thohoyandou (South Africa), with the aim of developing a healthier form of magwinya. Out of the 30 magwinya production sites visited and 650 consumer questionnaires distributed, data were obtained from 29 sites and 634 consumers: a response rate of 97% and 98%, respectively was realized. Results revealed details on formulation, ingredients, processing methods, sales, consumption patterns and consumer preference of magwinya; and proposed considerations for development of a healthier magwinya. Cake wheat flour (55%) was the main ingredient used. Production process was non-automated as evidenced by manual mixing and fermentation processes (93%), coupled with low usage of electronic equipment (14%). With a daily turnover between ZAR500 – ZAR3000 ($35 - $210), there is a need to improve magwinya production through an automated production line, especially for large-scale producers of this product. The daily turnover indicated that magwinya production is a lucrative business contributing immensely to the livelihoods of, and financially empowering the producers, who were females (100%). Consumer data revealed magwinya to be a moderately liked food (46%) consumed at least twice a week (32%), as either a snack or main meal; with taste as the most favoured characteristic (79%). About 93% of consumers fell within