GEORGE Weston Foods has announced that it is investing $2 million in developing and marketing high protein breads in an effort to return value to the white bread category.
The a new range of bread, Tip Top High Protein, has almost double the protein found in Tip Top Supersoft bread and  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,” says 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," he says.