Mum's the word

News release
Mum's the word

Auckland, 20 February, 2012 - The mums of New Zealand have spoken, and their word is that the new sliced white 700g loaf from Tip Top Bakery is The One.

Mums were key in the development of the new bread, and focus groups were asked for their ideas about the “ultimate” white sliced loaf for their family. Their answers included: plenty of fibre, vitamins and minerals, no artificial preservatives, colours or flavours, and low GI.

The One, launched today by Tip Top Bakery in two variants of Sandwich and Toast, provides all of this goodness and more. Produced directly in response to the demands of modern mums, it’s the first nutritionally complete white bread, defined as white bread with vitamins and minerals, high fibre and lower GI than regular white bread.

"Tip Top has been a trusted Kiwi brand for over 60 years and has always stayed in step with the tastes of New Zealanders," says Tip Top Bakery spokesperson Sandra Geange, General Manager Marketing.

"Bread remains a staple of the New Zealand diet and white bread is the first choice of 29% of New Zealanders (1). In creating The One, we sought to meet – and exceed – the demands of today’s mums for a soft white bread that is not only great-tasting but also full of goodness. For anyone looking for a healthy nutritious bread for the whole family, we think it’s The One."

Taste tests reveal that mums have been quick to recognise the quality and goodness of The One. Feedback includes:

“It’s the white bread we’ve all been waiting for, it tastes good plus it’s full of goodness.”

“It has all the good stuff that’s in brown bread, but it’s white.”

“My son is such a fussy eater; with The One I’d be happy he’d be getting a bit of nutrition each day."(2)

Dressed in bold, eye-catching new packaging, The One today joined Tip Top Bakery’s big range of white, enriched, wholemeal and grain loaves, buns, rolls and other bakery products on retail shelves across the country.

The One contains 48% more natural fibre than standard multigrain bread, with two slices of The One Toast (a 74g serve) providing 5.2g of natural fibre. The same size serve of multigrain toast bread has 3.6g of fibre. Two wheat biscuits (a 33g serve) have 3.6g of fibre. A 35g serve of porridge has <1g of fibre.(3)

The good stuff in The One continues with vitamins and minerals to meet the family’s needs, including Niacin, vitamin B6, vitamin E, iron and zinc (4). The One bread is rated as medium GI (67), compared to regular white breads which are typically rated as HIGH (>70)(5). It also contains no artificial preservatives, colours or flavours.

Proudly baked in New Zealand, The One will also help level the playing field for underprivileged Kiwi kids through Tip Top’s sponsorship of the Kids Can charitable trust.

ENDS

1. A Focus on Nutrition: Key Findings from the 2008/9 New Zealand Adult Nutrition Survey, Ministry of Health/University of Otago, 2011.
2. Qualitative market research undertaken by Big Picture Marketing Strategy & Research Ltd.
3. Fibre content from NUTTAB 2010 – Food Standards Australia New Zealand. 4. Niacin 3.6mg (36% RDI*). Vitamin B6 0.5mg (31% RDI*). Vitamin E 3.7mg (37% RDI*). Iron 4.0mg (33% RDI*). Zinc 2.3mg (19% RDI*). Based on 74g serve size. *Recommended Dietary Intake.
5. Shoppers Guide to GI Values 2011.

Notes for Editors: - Tip Top Bakery is a division of George Weston Foods, one of Australasia’s largest manufacturers of bread and bakery products. www.tiptopbread.co.nz - Tip Top The One 700g loaves are available in two variants of Sandwich and Toast. - Each 700g loaf of The One Toast contains 9.5 servings (17 slices plus crusts). Average serving size is 2 slices (74g).
- Tip Top is a sponsor of the Kids Can charitable trust. Find out more about Kids Can at www.kidscan.org.nz

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