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George Weston banks on bread

The cut loaf of breadGeorge 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 and Tip Top High Protein with Grains.

“Bread manufacturers have been bearing the brunt of the supermarket price war, with margins compressed by $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 $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,” Adams said.

Last month, George Weston Foods confirmed it was investing more than $5 million in new plant and equipment for its Wiri factory in Auckland, the home of Big Ben Pies.

The investment is to enable the company to meet anticipated demand for its expanding range of pies and sausage rolls including two new products to be launched by the end of this month.

The factory, which employs more than 100 people, supplies Big Ben pies, as well as the Tip Top Hamburger Buns and Burgen Gluten Free bread, to supermarkets, petrol stations, dairies, canteens, and cafeterias throughout New Zealand.


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