Food manufacturer Goodman Fielder Australia has launched a new sliced bread brand, named ‘Just’, in Coles and Woolworths supermarkets nationwide.
The product line enters the Australian bakery market with two initial variations: A white loaf and a wholemeal loaf, each packaged in 700gm sizes.
According to the manufacturer’s product specifications, the loaves are formulated using six primary ingredients: Baker’s flour, water, yeast, vinegar, oil, and salt.
The production process excludes artificial preservatives, flavours, and colouring agents.
Nikoleta Kastanias, head of portfolio for everyday baking at Goodman Fielder Australia, said that the brand’s development was a direct response to changing retail patterns, specifically an increasing consumer preference for simplified ingredient profiles in everyday food purchases.
The launch aims to target the sliced bread segment by positioning fewer ingredients as a core attribute.
The products are available on shelves at Coles, Woolworths, and various independent grocery stores throughout the country.
Goodman Fielder is a regional food company across ANZ and Asia Pacific, manufacturing a wide range of food products including bread, milk, cheese, chicken, flour, cooking oils, spreads, baking ingredients, ice cream and snacks.
The company has distributed a variety of brands, including Meadow Fresh, Vogel’s, Helga’s, Wonder White, Praise, White Wings, CSR Sugar, Pampas, Puhoi Valley, Crest, Edmonds, Meadow Lea, Molenberg, and Irvines
In May, the social enterprise bakery The Bread & Butter Project joined forces with the native plant project IndigiGrow to launch Indigenous-inspired products that celebrate Australia’s First Nations cultures.
