Allied Pinnacle and Woolworths have partnered to launch the naturally grown high fibre wheat ingredient brand, Wise Wheat.
Australia’s only naturally grown high fibre wheat brand, Wise Wheat, is grown across New South Wales and Victoria’s wheat belt. Allied Pinnacle is the exclusive supplier of Wise Wheat, the high fibre wheat flour with 6x the fibre of regular wheat flour.
Launching this month with Woolworths, Wise Wheat is used in a selection of white and seeded bread loaves and rolls, available at Woolworths supermarkets with in-store bakeries.
“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,” said Allied Pinnacle CEO David Pitt.
To launch Wise Wheat, leading dietitian Dr Joanna McMillan will front a consumer campaign educating Australians on the fibre gap, both in consumption and knowledge, with new nationwide research revealing over a quarter of Australians (28 per cent) consume just 20 grams or less of fibre per day—below the recommended intake of 25 grams for women and 30 grams for men.