Tip Top has released its newest lunch-time innovation, Sandwich Thins, into the Australian market.
The new light and thin bread option is set to provide Australians with a versatile lunch option.
This unique offering is suitable for topping, filling and toasting and is available in three varieties including wholemeal with a 4.5 health star rating and original and lightly seeded, both with a 4 star health rating.
Tip Top senior brand manager Susan Tahmasian said the range was developed in response to a growing customer demand for lighter lunchtime offerings and greater variety.
“Sandwiches will always be Australia’s go-to lunch option, but there are occasions where we want to experiment or enjoy something different,” she said.
“Not only are Tip Top Sandwich Thins a welcome and versatile addition to the segment, they are also a smart choice for people who love the texture and appearance of bread but want a softer, lighter lunch.”
Following the success of Sandwich Thins in the UK where they continue to be an important part of the bakery market and one of the biggest drivers of growth in the sandwich alternatives category, Tip Top saw that the Australian sandwich alternatives category also showed a segment growth of 7.7 per cent year-on-year and an opportunity to continue this growth.
Ms Tahmasian said Tip Top were proud and excited to be bringing innovation into Australia.
“We expect the range to be a big a hit with Aussie shoppers who are always on the lookout for something new and different,” she said.
Tip Top marketing and innovation director Graeme Culter said Tip Top had been a family favourite for over 50 years.
“…We are very excited to be launching a totally new product that the whole family will love,” he said.
“Tip Top Sandwich Thins provide the softness and taste of bread people love, with the lightness and variety people are looking for.
“The launch of Tip Top Sandwich Thins provides the innovation in the aisle that will inspire our consumers and customers, and reverse the declining per capita consumption that is the core challenge of the bakery category in Australia.”
Tip Top Sandwich Thins contain only 99 calories per serve, making them a strong competitor in the bread and sandwich alternative categories.