George Weston Foods has launched a range of crust-free 'sandwich thins' under the Tip Top moniker in a bid to grow its share of the 'sandwich alternatives' category.
The pre-sliced Tip Top Sandwich Thins have been designed to offer a lighter lunchtime option while offering “the pleasure and softness of bread”, according to the company.
Each pack provides enough slices to make six sandwiches, and each slice contains less than 99 calories.
Believed to be the first of their kind in the Australian market, and baked in Australia, the thins are available in original, wholemeal, and lightly seeded varieties. RRP is $3.50 per pack.
Marketing and innovation director Graeme Cutler told Food & Drink Business the team behind the product had invested three years in research, product development, and market testing.
The range was first launched in the UK, where it has been driving growth in the sandwich alternatives category, Cutler says.
“The ‘thins’ segment has grown to a 30 per cent household penetration rate,” he says.
“This growth is driven by strong brands and a solid innovation pipeline.
“In Australia, the sandwich alternatives segment is showing strong and consistent value growth at 7.7 per cent year-on-year.”
Cutler says research has confirmed consumers believe they are suitable for ‘me and my family’ and sandwich thins rate better than wraps in taste, texture and appearance.
In terms of manufacturing investments, George Weston Foods has built new capability to bake the crustless product, and the company is confident the uptake will be strong locally.
