George Weston Foods is investing in its biggest food innovation in recent years with the launch of the new Tip Top Sandwich Thins.

Iconic New Zealand favourite Tip Top Bakery plans a fully-integrated multi-million dollar campaign to launch Sandwich Thins. At only 99 calories per serve, they are a softer, lighter alternative to traditional bread and wraps, and the food manufacturing powerhouse anticipates they will quickly become a lunchtime staple.

Tip Top Sandwich Thins come in three varieties, Original, Wholemeal and Lightly Seeded, and carry a Health Star Rating of at least four stars. They are free of any artificial colours, flavours and preservatives.

"Tip Top has been baking for Kiwis for more than 60 years, and the trusted brand continues to drive innovation in the bakery category, and create new products as New Zealand's eating habits change," said Justin Alblas, George Weston Foods GM marketing and innovation.

"Tip Top Sandwich Thins provide a versatile base for Kiwi bread lovers. Freshly baked, they have the same soft texture and taste as bread - only lighter."