George Weston investing $2 million in high protein bread
Putting value back into embattled category
George Weston Foods is investing $2 million in developing and marketing high protein breads in an effort to return value
to the embattled white bread category.
The company is introducing a new range of bread, Tip Top High Protein, with almost double the protein found in Tip Top
Supersoft bread. The bread comes in two varieties, Tip Top High Protein – a “smooth” bread – and Tip Top High Protein
with Grains – an easy way to introduce kids to light grain breads.
Two slices of the new bread deliver more than 10g of protein from oats, soy and wheat flour1. It’s also a great source
of fibre and has B vitamins. It contains no artificial flavours or colours. And it contains fewer carbohydrates than
standard white bread.
“Bread manufacturers have been bearing the brunt of the supermarket price war, with margins compressed by $1 bread
offerings,” said Mark Adam, NZ General Manager, Baking Division, for 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 $1 bread.
“Over the next few months we will invest $1 million on better-for-you products, and a total of more than $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.”
Protein is the body’s building block. It’s necessary for the growth and development of children: it gives them longer
lasting energy and helps keep them feeling fuller for longer. It’s also important in adults’ diets, as it contributes to
the growth of muscle mass. And it’s great for the elderly, as extra protein can help with muscle repair.
A 2008 study noted: “There is evidence that modestly increasing the proportion of protein in the diet, while controlling
total energy intake, may improve body composition, facilitate fat loss, and improve body weight maintenance after weight
loss.2
According to research carried out by the University of Otago and the Ministry of Health, most New Zealanders get enough
protein, and bread is the main source of protein for adults. Bread accounts for 11% of our protein intake compared with
9% from poultry and milk and 8% from beef and veal.3
Tip Top High Protein is available in supermarkets, dairies and other places where good bread is sold.
ENDS