This study investigated the effect of wheat bran (WB) supplementation on the physical and sensory properties of a South African cereal fried dough (magwinya). The physical properties, instrumental texture, and sensory profile were determined for magwinya (100:0, control) and for wheat flour to wheat-bran ratios of 95:5 (MWB5), 90:10 (MWB10), 85:15 (MWB15), and 80:20 (MWB20). An increase in the proportion of WB in the fried dough showed no significant difference on the specific volume (1.47–1.54) of samples. The chroma value (30.19–22.29), lightness (35.92–28.98), and hue angle (55.03–47.77) decreased, while ∆E increased distinctly with the addition of WB. Magwinya supplemented with WB was less cohesive and easy to chew. Significant correlations were found between instrumental hardness and sensory springiness (r = −0.63; p < 0.05), as well as between instrumental cohesiveness and sensory springiness (r = −0.71; p < 0.01). Two principal components were identified, which accounted for 85.1% of the variance in the instrumental data. A substitution level of 5 and 10% WB was similar to the sensory properties of the control in taste, texture, and overall acceptability and can replace part of the wheat flour in the cereal fried dough production.