Tip Top Bakery News

Auckland, 23 April, 2012 – Tip Top® Bakery has introduced a new range of light grain breads to help Kiwi mums provide their older children with better nutrition and longer lasting energy, reformulating Goodness Grains™ to meet nutritional needs of teens and young adults.

Launched today, Tip Top Goodness Grains is a seriously soft, grainy bread that comes in three different combinations of tasty grains and seeds, all full of natural goodness: Original Swiss, 9 Grains and Seeds, Soy and Linseed and Sunflower and Chia.

The range includes a new, healthy combination, Sunflower and Chia. It contains 10 percent mixed whole grains (including kibbled wheat, kibbled rye, kibbled purple wheat), 5 percent sunflower seeds and 1 percent chia, as well as soy fibre and roasted barley malt flour. Sunflower seeds are currently tremendously popular in healthier breads worldwide and chia seeds are one of today’s super foods. Packed with essential vitamins, minerals and antioxidants, they help you stay fuller for longer, and maintain normal body functions and a healthy immune system.

“Our research has shown that mothers want to give their families a healthy, balanced diet that gives them the energy they need to lead a fit and active lifestyle, concentrate at school and participate in all that life offers,” said Martin Bolton, Senior Brand Manager for Tip Top Bakery. “They are concerned about their teenage children’s health and know the value of getting the nutritional benefits of whole grains into their diets.”

“For sixty years Kiwi mums have trusted Tip Top to give their families fresh, nourishing and great-tasting bread for their families. This addition to the Tip Top range will help them ensure their older children get the nutritional benefits and longer lasting energy of whole grains, while still enjoying the familiar appeal of the soft natural bread that they know and love. ”

Nutritionist Angela Berrill points out the importance of grains to teenagers and young adults. “Recent New Zealand research has shown that, across the whole adult population, bread is the largest single source of energy and protein for adult New Zealanders. It contributes 11 percent of overall energy intake. However the percentage of energy derived from bread is lower for both males and females in the 15-18 and 19-30 age groups, and the percentage of energy from sugar and sweets is highest in the 19-30 age groups. Breads and grains provide better forms of longer-lasting energy to a sector of the population that needs it to study and lead a fit and active fulfilling lifestyle.¹

“It’s important that young adults develop good eating habits before they leave home. As teens get older their parents find they have fewer chances to influence their diet. Encouraging them to switch to a light-grain bread, which provides longer lasting energy and more fibre, is a good move, ” Angela says

Tip Top Master Baker, Doug Leighton, said, “Our aim was to reformulate Tip Top Goodness Grains as a healthier bread that meets the nutritional needs of a group that has not traditionally received much focus from bakers. Our challenge was to give them more healthy goodness, while being careful to retain all the appeal of traditional Tip Top breads, so we bake it as a softer, more natural-looking bread. These new breads provide longer-lasting energy because they’re packed full of the goodness of natural whole grains.”

Key nutritional facts

All Tip Top Goodness Grains bread is baked with the natural goodness of whole grains including complex carbohydrates, protein, dietary fibre and micro nutrients.

• It contains no artificial preservatives, colours or flavours.
• It’s a good source of carbohydrates, giving you and your family the energy to get through the day.
• It’s packed full of fibre to help maintain a healthy digestive system. Each two-slice serving of Goodness Grains toast bread contains at least 3.4g of dietary fibre, or 11 percent of your Daily Recommended Intake (DRI) of fibre.
• It supports growth and development: it’s high in folate, assisting blood formation and cell division, and Vitamin E to protect cells against damage from free radicals. And all toast varieties are also a high in iron, helping to support the immune system.

Product pricing and availability

Tip Top Goodness Grains is available from supermarkets nationwide in the following 700g formats, all at a recommended retail price of $4.29 and generally around $2.99 on promotion.

• Original Swiss sandwich and toast loaves
• 9 Grains and Seeds toast loaves
• Soy and Linseed toast loaves
• Sunflower and Chia toast loaves

In its striking new green packaging, Tip Top Goodness Grains joins Tip Top Bakery’s line up of softer breads, sitting further along the grain density spectrum than Tip Top SuperSoft, The One, and Oatlicious.

¹Source: A Focus on Nutrition: Key Findings from the 2008/9 New Zealand Adult Nutrition Survey, Ministry of Health/University of Otago, 2011.

ENDS

About Tip Top Bakery

Tip Top Bakery is a division of George Weston Foods, one of New Zealand’s largest manufacturers of bread and bakery products. Launched in the early 1950s, following the purchase of Stormont’s Bakery in Kingsland, Tip Top today produces over 1.2 million loaves of bread, buns, rolls, muffins and crumpets each week under the Tip Top, Burgen, Ploughmans, Big Ben, Golden, Bazaar and Spicy Fruit brands.

Tip Top is a sponsor of the Kids Can charitable trust.

Media contact

Allan Botica, Botica Butler Raudon Partners

T: +64 9 303 3862
M +64 21 400 500
E: allanb@botica.co.nz