GWF invests in “high protein” breads in New Zealand

Baked goods manufacturer George Weston Foods (GWF) has announced it is investing USD 2 million in developing and marketing “high protein” breads in New Zealand, in an attempt to add value to the white bread category.

The company is introducing a new range of bread named “Tip Top High Protein” in New Zealand. The representatives of the company explained the new range of bread has “almost double the protein found in Tip Top Supersoft bread”. The bread comes in two varieties: Tip Top High Protein and Tip Top High Protein with Grains.

GWF is the Australian subsidiary of UK-based Associated British Foods, which operates Sugar, Agriculture, Retail, Grocery and Ingredients businesses in 47 countries.

“Bread manufacturers have been bearing the brunt of the supermarket price war, with margins compressed by USD 1 bread offerings,” said Mark Adam, NZ GM baking division, George Weston Foods. “Our response has been to invest in developing and marketing higher value products that will appeal to traditional white bread buyers and let them give their families something that’s better for them than USD 1 bread.

“Over the next few months we will invest USD 1 million on better-for-you products, and a total of more than USD 2 million over the next couple of years, putting value back into a category that’s been hard hit. Tip Top High Protein offers parents an easy way to ensure they are giving their active kids great nutritious food,” “It’s delicious. It satisfies. Kids love it. Parents feel good about giving them good nutritious food. And it lets active kids keep going longer. It ticks all the boxes”, George Adam explained.