Allied Pinnacle and Woolworths have joined forces to introduce Wise Wheat, a high-fibre wheat ingredient, to Australian consumers.
The collaboration marks the launch of Wise Wheat in select bakery products available at Woolworths supermarkets with in-store bakeries, as revealed in a joint media release.
According to the companies, Wise Wheat is Australia’s only naturally grown high-fibre wheat brand, cultivated across New South Wales and Victoria’s wheat belt.
Allied Pinnacle serves as the exclusive supplier of Wise Wheat\ flour, which contains six times the fibre of regular wheat flour.
David Pitt, CEO of Allied Pinnacle, expressed enthusiasm about the partnership. “We are thrilled to partner with Woolworths to introduce the naturally grown Wise Wheat® to the Australian market.”
“Products made using Wise Wheat® offer consumers a simple yet effective way to increase their fibre intake the natural way, with no compromise on taste or change in eating habits. Bread is just the beginning,” Pitt said.
Woolworths Merchandise Manager – Bakery Donald Keith highlighted the supermarket’s commitment to offering healthier choices.
“At Woolworths, we are committed to providing our customers with products that align with their evolving preferences for convenience and health. Introducing Wise Wheat® into a selection of our popular everyday bakery loaves and rolls offers an easy way for Australians to make healthier choices without sacrificing taste or convenience,” Keith said.
To support the launch, leading dietitian Dr Joanna McMillan will lead a consumer education campaign on fibre consumption.
Recent nationwide research indicates that over a quarter of Australians (28 per cent) consume 20 grams or less of fibre per day, falling short of the recommended daily intake of 25 grams for women and 30 grams for men.
Wise Wheat is now incorporated into various bakery products available at Woolworths supermarkets across the country.
Consumers can look for the Wise Wheat logo in-store or visit wisewheat.com.au for more information.
